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2017 Resource Efficiency & Community Service Awards - Application Page 3 <br />Following the Forum, the City of Santa Ana, Water Resources Division then launched its <br />campaign using multiple channels for its outreach, including traditional and social media <br />marketing, outdoor advertising, PSAs, media relations and events. Each blog post, water <br />saving tip, how -to article and announcement was consistently pushed out over multiple <br />channels including local press, Twitter, Facebook, the City website, electronic and print <br />newsletter as well as other collateral material. <br />Bill Inserts <br />A series of monthly bill inserts highlighting a new water conservation tip and rebate. <br />Print and Electronic Newsletter Articles <br />Editorial content focusing on the drought and conservation in "The Water Tower," the Water <br />Resources Division's newsletter publication, the City's "Santa Ana Green" newsletter, and the <br />City's email alerts (Nixie), which has approximately 3,000 subscribers. Electronic posts were <br />designed to engage people with the City via social media. <br />Social Media <br />A social media strategy was developed to support the drought/conservation campaign. The <br />strategy included: <br />• Establishing a unique tag #EveryDropCounts to be used in all social media posts to create <br />visibility for the City's outreach efforts. <br />• Repurposing articles and tips for the City's Facebook page. <br />• Launching an interactive contest about water conservation to create awareness and build <br />up followers. <br />• Developing a series of ads for Facebook to promote water saving tips and contests. <br />Pole Mounted Banners <br />Easy water - saving tips were highlighted on vinyl street pole banners and displayed along <br />several major thoroughfares in Santa Ana. Messaging for the campaign was designed across <br />a set of 2 -3 street pole banners to ensure the campaign was optimally visible for street traffic. <br />Pull -Up Banners <br />Various campaign pull -up banners were created and produced for use at community events <br />and city presentations. <br />Building Signage <br />Oversized banners with the campaign theme were created for select public buildings, <br />reservoir, and well sites near public parks in Santa Ana. <br />Outdoor Advertising <br />City of Santa Ana, Water Resources Division leveraged its existing contract to display free <br />public service announcements to display outdoor ads that incorporated campaign visuals and <br />messaging in bus shelters throughout Santa Ana. City of Santa Ana, Water Resources <br />Division also adapted the ad for LED billboards at Santa Ana College and the Santa Ana <br />Stadium, as well as message boards at Santa Ana Unified School District (SAUSD) schools. <br />r M0.0 <br />