SR-11-25-2014-3DCity Council Illeeting: Rove .-r 26 Zia.
Agenda
To: Mayor and City Council
From: Dean Kubani, Sustainability Manager
Subject: Water Conservation Communication and Behavior Change Campaign
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a professional service agreement with Cook +Schmid, a California -based
company, to provide strategic communication assistance regarding the City's mandatory
20% water conservation goal in an amount not to exceed $175,000 for one year, with
one additional one -year renewal option in the amount of $125,000, on the same terms
and conditions, for a total amount not to exceed $300,000 over a two -year period, with
future year funding contingent on Council budget approval.
Executive Summary
It will take the commitment of staff, residents, visitors, businesses and their employees
to meet the City's new mandatory conservation goal to reduce water use by 20 %, or 2.2
million gallons of water a day. In order to help get the word out and catalyze behavior
change that will have long -term benefits, staff recommends engaging a communications
firm. Customers would be encouraged through a strategic citywide communication,
education and outreach campaign to take specific conservation measures in and around
their homes and businesses and comply with existing water restrictions. Cook +Schmid
is recommended to produce a new campaign for an amount not to exceed $300,000.
Background
In 2009 the City called for a voluntary 10% reduction in water use in response to
California's historic drought. That target was increased to 20% in early 2014. On August
12, 2014 the Council declared a Stage 2 Water Supply Shortage, which made the 20%
water conservation target mandatory and called for implementation of the City's Water
Shortage Response Plan (WSRP). On October 28 2014 Council approved the creation
of new Water Conservation Unit and directed staff to proceed with comprehensive,
sustainable measures to address California's historic drought, including a citywide
outreach, education and behavior change campaign.
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Discussion
Reducing water immediately will lessen the impacts of the drought on local groundwater
and imported water supplies and improve local, regional and state -wide water
sustainability. It will take the commitment of staff, residents, businesses, their
employees and visitors to reduce use by 20 %. An interdepartmental team, including the
City Manager's Office, Office of Sustainability and the Environment, Public Works, and
Finance has collaborated on water conservation policies, conservation programs,
enforcement, and plans for community outreach and education.
In 2013 total city -wide water use was 4.2 billion gallons (11.8 million gallons per day). In
order to reduce 20 %, water customers combined need to save 800 million gallons a
year (2.2 million gallons per day) to reach an annual total of 3.4 billion gallons or a new
daily total of 9.6 million gallons per day.
In order to help get the word out and catalyze long -term behavior change, staff
recommends engaging a strategic communications firm. Customers would be
encouraged through a citywide communication, education and outreach campaign to
take specific conservation measures in and around their homes and businesses as well
as comply with existing water restrictions. Messages and action steps such as the top
five ways to conserve water would be customized by target audiences (single - family,
multi - family, employees, business, and visitors). Technical assistance, rebate programs,
and other incentives would be highlighted. Progress towards the 20% reduction goal,
would be tracked and communicated. Messages would appear on multiple platforms
(print, radio, video, web, social media), through paid and earned media opportunities, in
City and partner resources, and shared at community events and meetings.
Consultant Selection
On October 6, 2014, the City issued a Request for Proposals (RFP) for a strategic
communication and behavior change campaign. The RFP was posted on the City's on-
line bidding site and notices were advertised in the Santa Monica Daily Press in
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accordance with City Charter and Municipal Code provisions. A total of 276 vendors
were notified, 42 vendors downloaded the RFP, seven firms responded. Responses to
the RFP were reviewed by a selection panel of staff from the City Manager's Office, the
Office of Sustainability and the Environment, the Public Works Department, and the
Santa Monica Pier Corporation.
Evaluation was based on the following selection criteria: understanding of the project,
experience with similar projects, the creativity and effectiveness of sample materials,
work plans, timelines, and cost. Staff then interviewed 4 shortlisted firms. Staff
recommends Cook +Schmid as the best qualified firm to provide strategic
communication assistance regarding the City's mandatory 20% water conservation
goal. Cook +Schmid is a full - service public relations, marketing communications and
advertising firm that focuses on behavior change and understands water conservation.
Over the past five years, Cook +Schmid has developed and implemented effective
behavior change programs for Santa Fe Irrigation District, County of San Bernardino,
County of San Diego, and San Diego County Water Authority. In addition, Cook +Schmid
developed the branding and collateral for the City of Santa Monica's water self -
sufficiency campaign which launched in 2012. Clients of Cook +Schmid, including public
agencies, were enthusiastic and positive about their experience and considered the firm
professional and able to meet all tasks on time and within budget while providing
engaging, memorable, and action - oriented marketing and outreach. Cook +Schmid
would develop a comprehensive water - conservation and water self- sufficiency
campaign concept and roll -out for an amount not to exceed $300,000. The firm would
be responsible for creative development, production and placement.
A one -year agreement is recommended, with an option to renew for an additional year.
If the drought gets worse, additional conservation goals as well as additional
communication strategies may be recommended.
Next Steps
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® December 2014 - January 2015: Messaging & Creative Development, Production
® February 2015: Campaign Launch — first phase of water conservation messaging
in market
® Year 1 — Saturation
® Campaign Duration - Up to 2 years
Financial Impacts && Budget Actions
The contract /agreement /purchase order to be awarded to Cook +Schmid Corporation is
for an amount not to exceed $300,000. Funds in the amount of $175,000 are available
in the FY 2014 -15 budget in the City Manager's Department. The agreement will be
charged to account 012261.555060. Future year funding is contingent on Council
budget approval.
Prepared by: Kim O'Cain
Approved:
Dean Kubani
Sustainability Manager
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Forwarded to Council:
Rod Gould
City Manager
Reference:
Agreement No. 9998
(CCS)