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

MEN

Blue

57%

Green

14%

WOMEN

Blue

35%

Purple

23%

Green

MEN

Brown

27%

Orange &

Purple

22%

WOMEN

Brown

20%

Orange

33%

Western Canal Water District

Analytics 50 % mobileOld logo was not SoMe compatibleNeed it to scale up / down depending on applicationPublic PerceptionMessaging

OLD NEW OBSOLETE

@WCWDwebcam

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