Facing increasing pressures on their water supply, the SDCWA established a goal of doubling by 2020 the amount of water saved through conservation efforts in 2006, and are focusing many of their efforts to that end on improving outdoor water use efficiency, central to which is the development of a water-efficient landscaping brand and outreach program targeting key stakeholders in the region—including consumers, businesses, municipalities, and influencer groups.

After a rigorous and highly competitive review process, Flycatcher Marketing was selected to spearhead the development of this critical initiative, including conducting both primary and secondary research, developing strategies based on those research findings, brand development, and implementing recommended tactics. After several rounds of review by the advisory group, the final Implementation Plan was presented to the SDCWA Board. Implementing our learnings, we first created a pilot outreach program targeting Home Owners Associations (HOAs), a key, high water use target audience (as confirmed by our research) that we needed to “get on board” in order to meet SDCWA’s water-saving goals.
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