The Challenge
The City of Phoenix Water Services was seeking a partnership with an organization with media buying capabilities to research, recommend, plan, buy and track all media purchases for the summer 2022 drought awareness and water conservation campaign.
Media Solutions was held responsible for media planning and implementation, tracking the outcome of the campaign and presenting a post-buy analyses and evaluation of the campaign.
The objective was to educate all residents to conserve water as a part of living in the dessert by driving traffic to their website during the campaign period.
Results
2,827,775
impressions delivered on radio
15,424,759
impressions delivered out-of-home
636,746
impressions delivered on display
703,580
impressions delivered on print
How We Did It
The target audience for this effort was defined as single parents, both male and female, living in California, ages 18 to 44 with minor children in the household, and a household income greater than $35,000.
In July 2022, Media Solutions launched a strategic summer campaign for drought awareness and water conservation for the City of Phoenix.
The campaign was designed to target all citizens of the City of Phoenix in both English and Spanish. There was a focus on homeowners and encouraging them to learn how to irrigate their lawns responsibly. To achieve this, Media Solutions developed a robust radio, out-of-home, display and print campaign.
For the campaign, there was a combination of general market radio in Phoenix and TTWN providing a vast reach within premium content during critical consumer purchase touchpoints. Billboards were strategically placed throughout the City of Phoenix to maximize the audience reach. We used a mix of digital billboards and printed billboards as well as creative in both English and Spanish to hit the target audiences.
Local papers throughout the city of Phoenix helped spread the message in both English and Spanish. And by adding Display Banners to the media mix, Media Solutions helped bridge the gap of large audience profiles with specific demos for this campaign.
As a result, this meaningful campaign help brought awareness to a very real issue that affects all Arizonians.
