We worked closely with the client’s public information team to obtain all of the background information about this important initiative, current and potential future challenges, and desired goals. Key messaging and creative strategies were crucial to successfully executing an awareness campaign of this size that is positive, yet factual. Following extensive media research, planning and budgeting, a robust media plan was developed to disseminate the campaign creative to city residents throughout the entire metro Phoenix Water Department service area.
In Year One, we developed an inspirational campaign creative and messaging foundation, and deployed it widely and successfully through a multi-platform media plan. Year Two began with the expansion of the campaign theme and messaging strategy to promote specific water conservation ideas to empower residents to join in. Additionally, we continue to research innovative media opportunities to engage new audiences and expand market awareness.