coca-cola's water neutrality initiative
Social Marketing Plan
Social Marketing Program to Reduce
Residential Irrigation Water Use
Center for Social Marketing
For
Southwest Florida
Water Management District
June 2008
Table of Contents
Table of Contents 2
About This Plan 3
Project Summary 5
Key Findings 8
Priority Population 10
Strategy Approach 11
Audience Profile 11
Specific Recommendations 12
Relevant Findings 13
Marketing Mix 15
Product 15
Strategic Approach 15
Specific Recommendations 16
Relevant Findings 16
Price 17
Strategic Approach 18
Specific Recommendations 18
Relevant Findings 19
Place 21
Strategic Approach 21
Specific Recommendations 21
Relevant Findings 23
Promotion 23
Strategic Approach 24
Specific Recommendations 24
Relevant Findings 26
Implementation Plan 28
Materials Development and Brand Management 28
Pilot Community Deliverables and Implementation Guidelines 29
Consumers 29
Community-Policy 30
Lawn, Landscaping and Irrigation Companies 31
“Sales Force” 32
Other Implementation Activities 34
Distribution Channels 35
Coordination 35
Testing 36
Concept Testing 36
Pretesting 37
About This Plan
The purpose of this social marketing plan is to guide the development and implementation of a Southwest Florida Water Management District (the District) pilot intervention program to reduce residential irrigation water use in three target neighborhood areas in Sumter, Polk and Charlotte counties. Specifically, the plan provides strategies to encourage residents in these pilot neighborhoods to:
“water only every other week” during the months of December, January, and February and
“water only when necessary” during the months of July, August, and September
The strategic recommendations in this plan were developed using results from a literature review, five focus groups, and a telephone survey of a random sample of people living in the target areas (primarily the Villages) (N=400) and a similar size sample (N=402) of residents
Social Marketing Program to Reduce
Residential Irrigation Water Use
Center for Social Marketing
For
Southwest Florida
Water Management District
June 2008
Table of Contents
Table of Contents 2
About This Plan 3
Project Summary 5
Key Findings 8
Priority Population 10
Strategy Approach 11
Audience Profile 11
Specific Recommendations 12
Relevant Findings 13
Marketing Mix 15
Product 15
Strategic Approach 15
Specific Recommendations 16
Relevant Findings 16
Price 17
Strategic Approach 18
Specific Recommendations 18
Relevant Findings 19
Place 21
Strategic Approach 21
Specific Recommendations 21
Relevant Findings 23
Promotion 23
Strategic Approach 24
Specific Recommendations 24
Relevant Findings 26
Implementation Plan 28
Materials Development and Brand Management 28
Pilot Community Deliverables and Implementation Guidelines 29
Consumers 29
Community-Policy 30
Lawn, Landscaping and Irrigation Companies 31
“Sales Force” 32
Other Implementation Activities 34
Distribution Channels 35
Coordination 35
Testing 36
Concept Testing 36
Pretesting 37
About This Plan
The purpose of this social marketing plan is to guide the development and implementation of a Southwest Florida Water Management District (the District) pilot intervention program to reduce residential irrigation water use in three target neighborhood areas in Sumter, Polk and Charlotte counties. Specifically, the plan provides strategies to encourage residents in these pilot neighborhoods to:
“water only every other week” during the months of December, January, and February and
“water only when necessary” during the months of July, August, and September
The strategic recommendations in this plan were developed using results from a literature review, five focus groups, and a telephone survey of a random sample of people living in the target areas (primarily the Villages) (N=400) and a similar size sample (N=402) of residents