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Page 2 of 2 The objective of our campaign was to communicate to Santa Ana residents that saving water is easy and that their participation can make a difference. The message stressed how simple it is to adopt effective water - saving habits, and that saving every day can easily become way of life. With the assistance of Straightline Communication, we took a strategic and integrated approach to achieve our objectives. Our limited budget called for more creative tactics, such as leveraging community partnerships and resources, as well as more efficient spending in order to make the largest possible impact. Specific strategies were then established to reach three primary targets: Santa Ana water residential customers, businesses, and school age children and their families. The "Every Drop Counts: Let's Not Waste It" campaign was highly successful in rallying the community to do its part and save water. Santa Ana water customers reduced their usage by 17 %, exceeding our state - mandated target by 5 %. This is the most important metric we used in evaluating the effectiveness of our campaign. Residents learned ways to easily save water by modifying their everyday habits. These newly acquired habits helped water customers avoid penalties and, in fact, saved them an average of 15% on their water bills in 2016. Since the statewide mandate and new water use restrictions were established, no violation warnings have been sent by the City, which is a clear indication that customers heard the campaign message and remained in compliance. Santa Ana rated below the state average in residential gallons per capita and, with the exception of City of Fountain Valley, we came in lower than all other water districts nearby. We are proud to share this achievement with all of you, acknowledging that these types of programs would not be possible without the support of the City Council. 20 Civic Center Plaza, M -21 • Santa Ana, CA 92702 www.santa - ana.org 1 SH EPt6