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Public Information Programs
Applicability
Public information programs can be an effective outreach tool to inform customers
about water efficiency and ways they can conserve water. This BMP should be
incorporated into all other BMPs as a way to reach your targeted audience regarding
other water efficiency or water conservation measures the water system is undertaking.
Outreach opportunities include direct interaction with the public, water use histories on
bills, and a water efficiency/conservation webpage on the system’s website. This BMP
is intended for all water systems (“utility”) with residential customers.
Description
Under this BMP, utilities would implement a public information program to promote
water efficiency measures, including other BMPs being implemented and water
efficiency-related benefits. The program should include various aspects of the following:
Use the customers’ bills as outreach tools.
o Water use for the last billing period compared to the same period the year
before, including a bar graph.
o Use the bill to advertise any other programs (e.g. rebate or incentive
programs) or restrictions underway.
o Direct people to your website for more water efficiency information, if you
include the website in a prominent place on the bill.
Directly interact with the public.
o Provide speakers for community groups.
o Have booths with staff and exhibits at community festivals and events.
o Co-sponsor adult education and training programs on water efficiency and
conservation topics (e.g. water efficient landscaping, making your own rain
barrel, and how to do your own home water audit). These programs could
be done in conjunction with local gardening clubs, soil and water
conservation districts, homeowners’ associations and similar
organizations.
Utility In-House Media
o Maintain a regularly updated water efficiency webpage as part of the
utility’s website. Include any water efficiency rebate or incentive programs,
watering restrictions, and links for more information on water efficiency
topics.
o Record “on hold” messages with conservation information for utility or
municipal phone lines.
o Produce brochures, handouts and giveaways that can be distributed at
public events and at public buildings.
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Traditional/Social Media
o Produce television and radio spots for larger water efficiency or
conservation measures the utility is undertaking.
o Develop and maintain a regularly updated water efficiency Facebook
page, MySpace page, Twitter feed, postings to YouTube, etc.
Implementation
Although utilities will choose to implement different components of this BMP,
implementation should consist of at least the following:
Determine if the current billing system allows for water use history for the last
billing period compared to the same period the previous year and whether it can
add graphs. Determine if bills can be updated with other outreach information. If
this information cannot be added to the bill, determine if a new billing system may
be required. Determine if it is fiscally viable to implement this BMP.
Create a program for direct interaction with the general public. At a minimum, this
should include speaking with community groups and exhibiting at community
festivals.
Create and maintain a regularly updated water efficiency and conservation
webpage as part of the utility’s website.
Create a plan for disseminating information about drought status accompanied
by appropriate conservation and efficiency messages.
Produce brochures, handouts and giveaways that can be distributed at public
events and at public buildings.
Schedule
Research if the current billing system allows for water use history for the last
billing period compared to the same period last year and whether it can add
graphs. Research if bills can be updated with other outreach information. If the
bills cannot be altered, research billing options that will allow for these changes.
If there are no fiscal barriers, this change should be completed within the first 12
months.
In the first three months, begin planning your public events. Research local
festivals and inquire about participating. Create a water efficiency display and
publications for these events. Remember to include other BMPs that your water
system is implementing. Contact local organizations about collaborating to
facilitate water efficiency related workshops. Begin public engagement within the
first six months and continue throughout the year.
In the first six months, plan a water efficiency webpage as part of the utility’s
website. Remember to include other BMPs that your water system is
implementing. If necessary, locate contractors who may be interested in bidding
for this project. Within the first 12 months, create and launch the webpage.
Update the webpage at least every three months.
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Within the first six months, determine whether the utility and/or municipal phone
systems have recorded messages or music for phone calls placed on hold. If so,
record several water efficiency messages that play while on hold. Remember to
include other BMPs that the water system is implementing. This project should
be completed within 12 months and updated every three months or sooner if
needed.
Within the first six months, engage in social media outlets such as creation of a
Facebook or MySpace page, sending Twitter feeds or creation of YouTube
videos.
Scope
To accomplish this BMP, the utility should do the following:
If fiscally possible, within 12 months of implementing the program, develop and
implement a plan to make customers’ bills an outreach tool by providing water
use history for the last billing period compared to the same period the previous
year.
Within 12 months of implementing this program, the direct public engagement
aspect should be fully implemented. The utility should strive for at least four
public speaking engagements and/or public events per year.
Within 12 months of implementing this program, the webpage, social media and
recorded messages should be fully implemented. The utility should strive to
update these at least every three months (Some information such as water
status or drought restrictions should be implemented much more often,
especially during drought).
Documentation
Utilities will differ in what aspects of this BMP they implement. To track progress of this
BMP, the utility should gather and have available the following documentation:
Document the research for the billing system, including estimates on replacing
billing software with software that provides water use histories, graphs and
water efficiency information directly on the bill if the current system does not
have the ability to add them.
The number of public speaking engagements that utility staff has attended,
including the estimated number of people in attendance.
The number of public events that utility staff has attended with a display or
exhibit. These should include the estimated number of people in attendance.
A list of brochures and handouts created for or used to provide information to
the general public about water efficiency, water efficiency benefits, other BMPs
that the system is currently undertaking and/or other water efficiency related
topics.
A completed water efficiency webpage and any social media projects, schedule
of past updates and changes made during the updates.
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The number of phone lines that have water efficiency “hold” messages, and the
content of the messages, the schedule of past updates and the content of the
changes.
Determination of Water Savings
Water savings for public information programs are difficult to quantify and therefore
estimated savings are not included in this BMP. This BMP, however, is critical to the
success of the other BMPs undertaken, as it serves as the promotional and educational
portion of those BMPs.
Cost-effectiveness
A true cost-effectiveness analysis cannot be determined without a measure of water
savings. This BMP, however, is an integral part of many best management practices, so
it should be considered foundational to a successful water conservation program. In
addition, by implementing this BMP, the utility will enhance its public image and
increase customer goodwill.
For comments or questions regarding the Public Information Program BMP, please
contact the water efficiency specialist of the Water Supply Planning Branch at 919-707-
9009.
References:
California Urban Water Council, Memorandum of Understanding Regarding
Urban Water Conservation in California, as Amended Sept. 14, 2011.
Texas Water Development Board report 362, Water Conservation Best
Management Practices Guide, November 2004.
Case Studies
Direct Interaction with the General Public
Greensboro, North Carolina
As early as 1993, water supply vulnerabilities in Greensboro increased the city’s need
for a water demand strategy, water supply augmentation, water restrictions and a
comprehensive public educational program. Greensboro created and has maintained a
substantial public education program by using a variety of approaches to educate the
public.
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The Greensboro Water Resources Department disseminates public information in
several ways. To spread the conservation message, they distribute promotional items at
various special events in the community. Several brochures covering topics such as
how to have a WaterWise Home, WaterWise Landscaping and WaterWise Lawn Care
have been created. Customers typically receive public education materials through their
water bills, at presentations, workshops and by visiting the customer service
informational kiosk. The Greensboro contact center provides customers with advice on
how to fix a leaky toilet, report environmental issues such as pollution, flooding and
storm drain blockage. In addition, new customers receive an information packet that
contains various resources.
Multiple awareness campaigns have been produced through the collaborative efforts
established between Greensboro and High Point. The Greensboro Water Resources
Department also collaborates with the North Carolina Cooperative Extension Service in
Guilford County on several projects to address issues affecting the community.
Throughout the year, the cooperative extension service holds Carolina Yards and
Neighborhood Program workshops for residents that deal with issues such as proper
planting techniques, water conservation and protecting water quality. In addition, the
agency manages the rain barrel distribution program the city promotes.
For more information on the Greensboro Water Conservation Program, please see the
following link at http://www.greensboro-nc.gov/index.aspx?page=2259.
Cary, North Carolina
During non-drought times, Cary primarily communicates with residents through its
monthly utility newsletter (BUD), the town’s website, Cary TV 11 Conservation Corner,
and the distribution of brochures at venues such as Earth Day at Spring Daze. Displays,
print ads in the local newspaper, and postcards are used primarily for annual
campaigns, such as Beat the Peak and Fix a Leak Week. In its recent Water
Conservation Survey of 2011, the town asked customers how they would prefer to
receive water conservation information. The customers preferred getting information
through the utility newsletter by a large margin (83.2 percent). Other important sources
were direct mail via postcards (67.5 percent), Cary’s email list service (60.2 percent),
Cary’s website (59.3 percent), Cary News (55.5 percent), and homeowners’
associations (52.5 percent).
In addition to its public outreach, Cary works with local businesses and community
groups to help communicate its water conservation message whenever possible.
Providing information to customers from many sources increases awareness of the
many water conservation programs the town offers. For example, making sure that
plumbers and home improvement stores know about the availability of high-efficiency
rebates or free toilet dye tablets, for example, is an important point of contact for
customers. Providing information at local garden centers and through irrigation
contractors are other opportunities for businesses and water purveyors to work together
to share conservation messages.
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For more information on the Cary Water Conservation Program, go to
http://www.townofcary.org/Departments/Public_Works_and_Utilities/Conservation/Wate
r_Conservation.htm.
Using the Customers’ Bills as Outreach Tools
Durham, North Carolina
The Durham Department of Water Management wanted to be able to show customers
how much water they were using as compared to previous billing cycles. While usage
was shown on each bill (bi-monthly for residential customers), there was no bill-to-bill
point of comparison. When the city converted from the mainframe billing system to the
Enterprise Resource Planning System (ERP) based billing system in January 2009, one
of the major selling points was the ability to provide billing history on the bill itself.
Water management has received numerous compliments from customers for providing
this useful information.
In addition to the usage history, there is a small box just under the usage graph for
newsworthy information. Staff has used the box to announce the implementation of year
round watering restrictions, information about the tiered rate structure and notices of
drought stages. All messaging directs customers to the DurhamSavesWater.org website
for additional information. Used in concert with notification in the Citizens’ Newsletter
and other city-wide public information tools, both the usage graph and the information
box have been received positively by Durham’s customers, providing them the
necessary tools to take ownership of their water usage.
Durham has seen a relatively flat demand during the last few years even with an
increase in customers. City staff gives partial credit to information provided in the
customers’ bills, since it was used as a public outreach tool. The graphs on the water
bill encourage on-going attention to usage and customers pay special attention during
the summer months. Seasonal usage has not spiked as much in the post-drought years
as had been anticipated, thanks in part to the usage graphs and the odd-even watering
schedule. The decreasing number of seasonal watering violations is also a result of
keeping the message in front of customers. Durham attributes the relatively flat demand
to a number of factors, such as best management practices instituted by the city during
the last few years.
For more information on the Durham’s Water Conservation Program, go to
http://www.durhamnc.gov/departments/wm/water_cons.cfm. For an example of
Durham’s water bill with a consumption graph, please see below.
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