Case Study: Water Conservation Communications Campaign

Castle Mines Metro District logo

Challenge

The Castle Pines Metro District (the District) serves the people of The Village of Castle Pines by providing the community:

  • Water services
  • Wastewater collection
  • Operation, and maintenance of street improvements
  • Storm drainage services

Expanding population in The Village and surrounding areas have created increased demands on the water supply and the District’s aging infrastructure. With more and more development encroaching upon the same water resources, it was critical to create effective water conservation practices. Neighboring communities had implemented effective water conservation plans for decades and the District was behind. The District worked with its resident water committee, experts in water conservation and irrigation, and engineers to create a water plan so they would have enough water to serve residents well into the future. This included a water rate increase, with a rate and tier system, and a bond offering to fund critical infrastructure updates.

The District initially convened a small focus group to present issues to residents to inform them of the water issues and gauge support for solutions above. Nine out of the 10 members of the focus group were adamantly against conservation efforts, rate increases, and a bond offering. Novitas’ challenge was to effectively increase awareness of, support of, and participation in community goals and initiatives, events and involvement opportunities related to water conservation, including the proposed solutions.

Solution

Novitas Communications created a strategic campaign that began by creating buzz around the District’s new Irrigation Analysis program, which assessed residents’ irrigation systems and provided a report on changes they could make to conserve water.

Novitas created a streamlined sign-up form and shared it on the District’s website and through the weekly email newsletter. To further raise awareness of and encourage residents to participate in conservation efforts, Novitas created regular communications, via the District’s website and weekly email newsletter, educating residents on the facts surrounding the state of water in the District, as well as providing easy tips and guidance for residents to make simple changes to decrease water use. This included adding information to the District website, creating and sending weekly email newsletters, and a quarterly paper newsletter. Additionally, Novitas informed residents through these same channels about courses on xeriscaping with native plants presented by a local horticulture expert to help residents create more water-efficient landscaping to aid in conservation efforts.

These initial communications were designed to create an initial awareness of the water issues in the District. However, the second stage of the plan was to ramp up communication efforts as the District decided to move forward with major changes, including an increase in water rates, with a tiered system that accounted for overusage, as well as a bond offering to address the critical infrastructure issues. Novitas created and deployed a survey of residents in partnership with Magellan Strategies that shared facts regarding the District’s water supply and infrastructure, and then gauged awareness of and support for potential solutions the District was considering. The survey built up to a Water Forum, where the Castle Pines Metro District Board of Directors gathered water and engineering experts to discuss the challenges facing the District and introduce the solutions: an increase in water rates and a bond. Novitas provided all communications promoting the event through the District’s website, weekly email newsletter, mailbox hangers, signs at entrance gates, and road signs encouraging residents to attend.

Results

  • The initial buzz campaign resulted in over 100 participants in the District’s Irrigation Analysis program, surpassing our goal.
  • The survey results showed that the simple awareness campaign was successful, with most residents (between 65% and 75% on several questions) saying they were aware of the key issues: the need to conserve water and the aging infrastructure in the district.
  • The Water Forum communications brought in over 200 residents, in-person and online, who were active participants during the event.
  • Ultimately, Novitas successfully communicated to residents the important information regarding the District’s water challenges and the potential solutions to ensure residents would have enough water for years to come.
    Novitas successfully shifted perception from 90% against to 74% support for conservation efforts and 67% support for a bond.
  • The District felt it had enough resident support, thanks to Novitas’ communication efforts, to move forward with rate increases and a bond offering to address the infrastructure issues and enhance water conservation in The Village.
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