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Connecting with the Public Creating an Agency Brand
ACWA 2016 Fall Conference-AnaheimAnjanette Shadley
Western Canal Water Districtwesterncanal.com
Western Canal Water District67,500 acres + 58,800 irrigated100% farm-gate metered
Upper Butte Basin Wildlife Area +3,000 ac
1997 Butte Creek Fish Passage - Spring-run Chinook Salmon
Restored 25 miles of unimpeded streamflowRemoved 4 dams 12 unscreened
diversionsAugmented streamflow Entire District “fish safe”
It’s Not Just About Letterhead Anymore
★ Telling YOUR story○ LANDOWNERS * LOCALLY * REGIONALLY○ GOOGLE○ DROUGHT○ PUBLIC PERCEPTION○ PROP 218○ CONSISTENCY
It’s Not Just About Letterhead Anymore“It’s more important than ever to have a presence among other water agencies vs flying under the radar”
“Facebook, Twitter, Instagram is the new paradigm and we have to embrace it” ~ Eric Larrabee, WCWD Vice President / ACWA Region 2 Chair
“A snappy new logo is important to be remembered who we are instead of getting lost “
“Your “Brand” is your identity; it’s who you are to the
world and it's probably the most important thing to
get right” ~ Greg Johnson, WCWD President
Western Canal Water District★ Impetus
WCWD webcam went downNeeded a new serverSocial Media Communications Outreach
Strategy
★ ElementsFit Social Media Scale & Compatibility
Western Canal Water District★ Original Goals
Streamlining operations-Landowner accessWater applicationsWater Management System (H20 Tech
online)GIS of ownership
★ Final outcomeWater Management SystemGIS data New Website to accommodate future needs
1
2
Consultant Scope and Budget
AMP.Build - Chad Alderson
Build.com Lulus.com Apigee.comBUDGET $7000TIMELINE SIX WEEKS
Elements of Telling Your Story★ Agency Mission
Convey service and purposeTrust and Fairness
★ Effective Symbolism
Bald Eagle - USPS, Military, POTUS
NOAA: White seagull, light blue (water)dark blue (sky)
Connecting with the Public★ Traditional Fonts
Serif and Sans Serif - stability and tradition
vs Comic Sans - whimsical and amusing
★ ColorsSincerity - Down to Earth - HonestExcitement - Spirited - ImaginativeCompetence - Reliable - Intelligent
Western Canal Water District
Analytics 50 % mobileOld logo was not SoMe compatibleNeed it to scale up / down depending on applicationPublic PerceptionMessaging