HomeMy WebLinkAbout2011-10-21 - Public Affairs-Communications-Technology Committee Meeting Agenda Packetr a Linda
Water District
AGENDA
YORBA LINDA WATER DISTRICT
PUB AFFAIRS - COMMUNICATIONS -TECH COMMITTEE MEETING
Friday, October 21, 2011, 3:00 PM
1717 E Miraloma Ave, Placentia CA 92870
COMMITTEE STAFF
Director Phil Hawkins, Chair Ken Vecchiarelli, General Manager
Director Gary T. Melton Art Vega, Info Systems Administrator
Damon Micalizzi, PI Officer
PUBLIC COMMENTS
Any individual wishing to address the committee is requested to identify themselves and state the matter on
which they wish to comment. If the matter is on this agenda, the committee Chair will recognize the individual for
their comment when the item is considered. No action will be taken on matters not listed on this agenda.
Comments are limited to matters of public interest and matters within the jurisdiction of the Water District.
Comments are limited to five minutes.
2. ACTION CALENDAR
This portion of the agenda is for items where staff presentations and committee discussions are needed prior to
formal committee action.
2.1. Computerized Maintenance and Management System Project Status
Recommendation: That the Committee recommend the Board of Directors
authorize the General Manager to approve Task Release No. 2 for the Professional
Services Agreement (PSA) between the Yorba Linda Water District and Westin
Engineering.
3. DISCUSSION ITEMS
This portion of the agenda is for matters such as technical presentations, drafts of proposed policies, or similar
items for which staff is seeking the advice and counsel of the Committee members. This portion of the agenda
may also include items for information only.
3.1. Dynamics GP Consultant Status (Verbal Report)
3.2. Status Report on Committee Specific Strategic Plan Initiatives
3.3. Fall Newsletter Content
3.4. Bottled Water Label Contest
3.5. Draft Strategic Communications Plan
3.6. Video of Board Meetings Online (Verbal Report)
3.7. Public and Legislative Affairs Workshop (Verbal Report)
3.8. Future Agenda Items and Staff Tasks
4. ADJOURNMENT
4.1. The next meeting of the Public Affairs - Communications - Technology Committee will be
held November 7, 2011 at 4:00 p.m.
Items Distributed to the Committee Less Than 72 Hours Prior to the Meeting
Pursuant to Government Code section 54957.5, non - exempt public records that relate to open session agenda items
and are distributed to a majority of the Committee less than seventy -two (72) hours prior to the meeting will be available
for public inspection in the lobby of the District's business office located at 1717 E. Miraloma Avenue, Placentia, CA
92870, during regular business hours. When practical, these public records will also be made available on the District's
internet website accessible at http: / /www.ylwd.com /.
Accommodations for the Disabled
Any person may make a request for a disability - related modification or accommodation needed for that person to be
able to participate in the public meeting by telephoning the Executive Secretary at 714 - 701 -3020, or writing to Yorba
Linda Water District, P.O. Box 309, Yorba Linda, CA 92885 -0309. Requests must specify the nature of the disability and
the type of accommodation requested. A telephone number or other contact information should be included so the
District staff may discuss appropriate arrangements. Persons requesting a disability - related accommodation should
make the request with adequate time before the meeting for the District to provide the requested accommodation.
Meeting Date:
To:
From:
Presented By:
Prepared By:
Subject:
SUMMARY:
AGENDA REPORT
October 21, 2011 Budgeted
Total Budget:
Public Affairs - Communications- Cost Estimate:
Technology Committee
Ken Vecchiarelli, General
Manager
7 • 7,101517
Art Vega, Acting IT Manager Dept:
Art Vega, Acting IT Manager
ITEM NO. 2.1
Yes
$300,000
$248,626
200915
Information
Technology
Reviewed by Legal: Pending
CEQA Compliance: N/A
Computerized Maintenance and Management System Project Status
On July 22, 2010, the Board authorized the General Manager to execute a Professional Services
Agreement with Westin Engineering, in the amount of $248,626, to provide Computerized
Maintenance & Management System (CMMS) software and implementation services. The software
proposed by Westin Engineering was Azteca's CityWorks software solution.
STAFF RECOMMENDATION:
That the Committee recommend the Board of Directors authorize the General Manager to approve
Task Release No. 2 for the Professional Services Agreement (PSA) between the Yorba Linda
Water District and Westin Engineering.
DISCUSSION:
District IT staff assessed the status, schedule and expenditures to date with regard to the Westin
Engineering agreement. The District has paid Westin Engineering $242,501.94 (98 %) of the
$248,626.00 professional services contract to date for development, installation and initial training
on the CityWorks CMMS software system.
Two groups consisting of the hydrant crew and the production crew have been using a live pilot of
the CityWorks work order and maintenance management system. The hydrant crew is satisfied with
the initial work order system. However, the production crews have expressed the need for some
work order set up and process flow changes, which are currently being evaluated by the Chief Plant
Operator and are in the process of being reconfigured.
As discussed in the last PACT Committee meeting, the District will need to bring in resources to
continue to improve and build on this project. At the request of staff, Westin submitted an additional
support services proposal titled "Task Release No. 2" for the PSA between the Yorba Linda Water
District and Westin Engineering. The proposal provides additional services supporting the CMMS
implementation project. These services will be utilized on an on -call, as- needed basis to assist with
CMMS programming and set up issues that can be resolved more efficiently by the consultant. The
proposed term is for a 12 month period beginning November 1, 2011 and ending on October 31,
2012. The total cost for this Task Order shall not exceed $38,000 and averages approximately 12
hours per month. At the end of the term of this contract the need to extend the contract will be
evaluated.
ATTACHMENTS:
Name: Description:
YLWD_IT Support _Services - Westin.pdf Westin PSA Amendment
September 30, 2011 Westin
Letter of Transmittal
Mr. Art Vega, Director of Information Technology
Yorba Linda Water District
1717 Mira Loma Ave.
Placentia, CA 92870
Re: Scope of Work for Information Technology Support Services, October 2011
Dear Mr. Vega;
Westin is pleased to submit the attached Scope of Work for Information Technology Support Services, as
Task Release #2 under the current Professional Services Agreement.
The Yorba Linda Water District has stated a need to augment its own internal capabilities with those of
outside resources who have specific knowledge and expertise about YLWD's systems and custom
integration. Some of these capabilities involve the day -to -day support, operations, and troubleshooting of
the District's desktops, servers, and networking systems. Others include specialized support and training
related to the District's new enterprise GIS and CMMS and the custom integration recently developed by
Westin. Westin's strong service management approach assists in consistently improving business
processes.
Westin's Senior IT Consultant and Project Manager for this engagement will be Mr. Glenn Wolf, CISSP.
In 2011, Glenn led the District's successful Cityworks implementation and developed the custom
integration for the District.
It is a privilege for Westin to offer its technical expertise to the District. If you have any questions or wish
to discuss our qualifications further, please call me at (805) 340 -5513 or Glenn Wolf at (541) 435 -0055, or
send an e -mail to glenn.wolf @we - inc.com.
Sincerely,
Albair Hanna
West Region Consulting Practice Manager
Westin Engineering, Inc.
2000 E. 4t" Street, Suite 300
Santa Ana, CA 92705
,� Y , 0
SH
September 30, 2011 Westin ain
YORBA LINDA WATER DISTRICT
IT /CITYWORKS /GIS SUPPORT
Information Technology Support Services
Task Release No. 2
Information Technology Support Services — Scope of Work
November 1, 2011 — October 31, 2012
Professional Services Agreement
"Professional Services Agreement Between the
Yorba Linda Water District and Westin Engineering, Inc."
July 22, 2010 — JOB #: 2009 -15
SCOPE OF SERVICES
As approved and directed by DISTRICT, WESTIN will provide the following services under this Task
Release No. 2:
DETAIL WORK PLAN TASKS
WESTIN is proposing to perform the following services related to this scope of work
1. Information Technology Support: WESTIN will provide services to support maintenance and
operations of CityWorks system beyond day -to -day tasks that the DISTRICT will handle (e.g., user
account maintenance, minor troubleshooting) including but limited to consulting on system configuration,
troubleshooting, server tuning (e.g., database performance, index optimization), software upgrades and
non - routine troubleshooting beyond the training and capabilities of DISTRICT staff. Services also include
database administration, advanced application training and assistance (including ESRI ArcGIS and
Azteca Cityworks), custom integration support and enhancements (including integration with Cogsdale
CSM and Microsoft Great Plains), and installation assistance.
2. Project Assumptions: Support will be on an on -call basis to assist with issues that cannot be
resolved by DISTRICT staff. Westin will train DISTRICT staff to do recurring tasks, such as server
upgrades, geodatabase maintenance, and software installation. Not part of this scope are any technical
support issues covered by extended or enhanced technical support agreements purchased for
department specific applications or hardware or for items where other agreements provide support. It
also does not include support for SCADA software or hardware, which may be covered under separate
agreements.
A significant portion of this work will be done off -site to reduce travel costs. WESTIN will require VPN or
equivalent remote access into the DISTRICT'S network and applicable servers to perform various tasks.
WESTIN will need administrative rights to the DISTRICT'S machines that we are working with. We will
need the SA password for any SQL servers being maintained.
3. Total Costs: Services will be provided and billed for on a time and materials basis. We estimate
that it will take on average approximately 12 hours per month to support the District's needs. Total cost
for Task Order No. 2 shall not exceed $38,000.
PROJECT SCHEDULE
This task order is to cover a 12 month period. The schedule is to begin on November 1, 2011 and end on
October 31, 2012. The District will have the option to issue new task order to cover needed services
beyond October 2012.
SCHEDULE OF RATES (2010
furba I.-inch Vvater District ('L`PJJ ). infori ation 7 E hrit -, ), jv Support Services
MH
September 30, 2011 Westin ain
Westin is offering a 5% discount on our standard rate sheet, below are the discounted rates
Senior Principal Consultant $245 per hour
Senior Consultant II $215 per hour
Project Assistant $85 per hour
NOTE 1: The above labor rates do not include sales or service taxes, if any.
NOTE 2: The following receipted outside direct expenses will be billed at cost, plus 10% handling: travel
& expenses, expedited mail /shipping, outside printing & binding, subcontractor charges, project
equipment / software procurement.
NOTE 3: These rates will remain in effect until the termination of this task order on October 31, 2012
oc a I I it?p V a..i DistiIGT i"L ?!
Meeting Date:
To:
From:
Prepared By:
Subject:
ATTACHMENTS:
ITEM NO. 3.2
AGENDA REPORT
October 21, 2011
Public Affairs- Communications-
Technology Committee
Ken Vecchiarelli, General
Manager
Cindy Botts, Management
Analyst
Status Report on Committee Specific Strategic Plan Initiatives
Name: Description: Type:
Strategic Plan Tracking- PACT.xlsx PACT Strategic Plan Initiatives Backup Material
Strategic Plan Initiatives Status Report
Public Affairs - Communication - Technology Committee
Strategies
Start Date
Completion
Lead Party
Sep 2011 Progress
Oct 2011 Progress
Date
OE 1: O timize Use of Existin Technologies
Dynamics GP:
Finished with
Dynamics GP: 2 hours
Identify the Current
Inventory.
of Smartlist Training
Functionality of
Network Fleet:
was used for Year End
Existing Technology
IT Director/ EPIC
Discussed at Managers
Closing Training.
OE 1 -A
Jul -11
Sep -11
meeting: HR will
and Determine if it is
Committee
NeuLogics analysis on
Being Utilized to Full
discuss with
the HR module of
bargaining unit
Capacity
Dynamics GP will begin
regarding adding more
m late October.
users. Will be assigned
to EPIC
Evaluate How Each
Department Might
EPIC Committee/
OE 1 -B
Sep -11
Dec -11
On Agenda for 9/ 13
Ongoing
Make Further Use of
Executive Staff
Existing Technology
CP 1: Increase Brand Recognition within the Communi
Townsend Public
Enhance Resources
Affairs Hired by Board
CP 1 -A
for Public Information
Jul -11
Dec -11
Public Information
on 8/25. Staffworking
Currently working on
& Governmental
Officer
with Chapman for
intern recruitment.
Affairs Division
intern recruitment.
Draft Document is
Draft Document
Develop a Public
Public Information
nearing completion.
submitted to PACT on
CP 1 -13
Relations Master Plan
Jul -11
Jun -12
Public Affairs
10/ 10. Public Affairs
with Measurable Goals
Officer
Workshop to be
Workshop to be
scheduled in Nov./ Dec.
scheduled for Nov 14.
Effectively Use Broad
Spectrum
Public Information
CP 1 -E
Communication
On -going
On -going
Officer
Ongoing.
Ongoing.
Opportunities
CP 2: Increase Public Awareness of Water and Wastewater Related Issues
Ongoing collaboration
Develop and Expand a
2011 Bottled Water
with Discovery Science
CP 2 -B
Youth Education
Jul -11
On -going
Public Information
abel Contest
Center for expanded
Program
cer
Officer
Underway.
curriculum in District
Elementary Schools.
ITEM NO. 3.3
AGENDA REPORT
Meeting Date: October 21, 2011
To: Public Affairs- Communications-
Technology Committee
From: Ken Vecchiarelli, General
Manager
Presented By: Damon Micalizzi, Public
Information Officer
Prepared By: Damon Micalizzi, Public
Information Officer
Subject: Fall Newsletter Content
SUMMARY:
The Following Stories are proposed for YLWD's Fall Newsletter
• Bottled Water Label Contest Winner
• F.O.G. (fats, oils & grease)
• Turf Rebate
• Continued Service Agreement
• Arboretum Class Schedule
. New YLWD.com
. Inter - Agency /City Interties
ITEM NO. 3.4
AGENDA REPORT
Meeting Date: October 21, 2011
To: Public Affairs- Communications-
Technology Committee
From: Ken Vecchiarelli, General
Manager
Presented By: Damon Micalizzi, Public
Information Officer
Prepared By: Damon Micalizzi, Public
Information Officer
Subject: Bottled Water Label Contest
SUMMARY:
The 2011 Bottled Water Label Contest is now closed. It's time to pick a winner. The top entries will
be presented to the PACT Committee. The winning artwork will be featured on the interior label of
the next installment of YLWD Bottled Water.
ITEM NO. 3.5
AGENDA REPORT
Meeting Date: October 21, 2011
To: Public Affairs- Communications-
Technology Committee
From: Ken Vecchiarelli, General
Manager
Presented By: Damon Micalizzi, Public
Information Officer
Prepared By: Damon Micalizzi, Public
Information Officer
Subject: Draft Strategic Communications Plan
SUMMARY:
The District has had a full time Public Affairs division /employee for a year and a half now.
In an effort to restore the public's trust in the aftermath of the Freeway Complex Fire, increase
awareness about water supply issues and raise the public profile of YLWD, this strategic
communications program has been created. Outlined in this document is the strategic approach to
reaching YLWD communications goals, which include:
• Increase awareness of, and interest in YLWD;
• Become more transparent;
• Restore the public's faith in YLWD;
• Display and maintain a more visible presence in the community;
• Utilize technology to achieve maximum community outreach;
• Explain the water supply management system;
• Promote the need for water use efficiency practices and the existence and benefits of YLWD's
water - saving programs;
• Confirm YLWD's commitment to maintaining high environmental standards;
• Strengthen customer confidence in the quality of the water YLWD provides; and,
• Be accountable to ratepayers for money spent by the district.
ATTACHMENTS:
Name
Description:
Type:
DKM DRAFT YLWD COMMUNICATIONS PLAN 2011
Draft Public Communications Plan 2011 -12 Backup Material
12.docx
YL
I. INTRODUCTION:
PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
The Yorba Linda Water District (YLWD) is a vital staple of the community, with more than a century of experience providing a safe, high- quality
water supply to its customers. Nearly 75,000 residents depend on YLWD for their drinking water and local businesses rely on the District for this
precious resource for irrigation and a host of other critical needs. Due to the ever - present threat of drought and water shortage, the Yorba Linda
Water District is committed to making sure that its residents understand the urgency of dealing with the water shortage, that they are educated about
their options for meeting future supply demands, and that they are motivated to conserve water whenever possible.
In November of 2008, dozens of homes in the District were lost or damaged in the Freeway Complex Fire. With no experienced Public Affairs
Personnel, the District became a convenient scapegoat for many of those losses due to the fire causing a failure with one of the District's pumps in
that area. As the Fire and its aftermath dominated the news, YLWD came under heavy scrutiny and has been in political crosshairs ever since.
In an effort to restore the public's trust, increase awareness about water supply issues and raise the profile of YLWD, this strategic communications
program has been created. Outlined in this document is the strategic approach to reaching the YLWD communications goals, which include:
➢ Increase awareness of, and interest in, YLWD;
➢ Become more transparent;
➢ Restore the public's faith in YLWD;
➢ Display and maintain a more visible presence in the community;
➢ Utilize technology to achieve maximum community outreach;
➢ Explain the water supply management system;
➢ Promote the need for water use efficiency Opractices and the existence and benefits of YLWD's water - saving programs;
➢ Confirm YLWD's commitment to maintaining high environmental standards;
➢ Strengthen customer confidence in the quality of the water YLWD provides; and,
➢ Be accountable to ratepayers for money spent by the district.
This plan outlines strategies and tactics for effectively reaching the community and enlisting YLWD customers as advocates, supporters and active
participants in the District's efforts.
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 1
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Initial Steps
PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
The aftermath of the Freeway Complex Fire coupled with issues such as the City of Yorba Linda's decision to transfer ownership of its Sewer System to YLWD,
and concerns over water shortages, rationing and the rising cost of water thrust YLWD onto the center stage of the public's awareness. For this reason, the Board
of Directors formed a Citizens Advisory Committee in March 2009. The committee is comprised of volunteer residents who meet and discuss pending YLWD
issues and to make recommendations to the Board. These stakeholders will play a crucial role in communicating our messages about the importance of water use
efficiency, water supply management and enhancing YLWD's profile.
The District has taken great strides and made tremendous efforts to communicate and solicit feedback from the residents it serves. Currently, YLWD customers
seem to be conscious of water supply issues and the importance of water use efficiency. Although environmental issues tend to take a back seat to more pressing
matters in the minds of residents, there is a segment of the population that is interested and engaged in water supply discussions. This new era of public
involvement and communication has created new opportunities to explore innovative and creative solutions for conducting business, while raising public
awareness at the same time.
With the advent of social media, the public is able to stay "tuned in" and keep abreast of news, issues and events easier than ever before. YLWD will
incorporate the use of these networking tools to enhance its public outreach and keep stakeholders informed. This plan will outline YLWD's public
outreach campaign and the various tools by which we will develop and maintain consistent stakeholder involvement.
All Potential Organizations of Public Influence including:
• News media
• Citizen Advisory Committee
• Chamber of Commerce staff and Board members
• Environmental and quality of life advocacy organizations
• Taxpayer advocacy groups
• Former YLWD Board Members
• Board members of regional water purveyors
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 2
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bl-
PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
III. RE- ESTABLISHING THE YLWD BRAND:
Mission Statement
Yorba Linda Water District will provide reliable, high quality water and sewer services in an environmentally responsible manner while maintaining
an economical cost and unparalleled customer service to our community.
Vision Statement
Yorba Linda Water District will become the leading, innovative and efficient source for high quality reliable services.
Core Values
The Yorba Linda Water District Board of Directors and staff are guided in everything we do by the following core values:
Integrity— We demonstrate integrity every day by practicing the highest ethical standards and by ensuring that our actions follow our words.
Accountability— We acknowledge that both the Board and staff of the District are accountable to the public that we serve, as well as to each other.
Responsibility— We take full responsibility for our actions- both our successes and our opportunities for growth. We maintain a commitment of
courtesy, assessment and resolution with all customer concerns.
Transparency — We promote a culture where we actively listen to our customers and communicate openly about our policies, processes and plans
for the future.
Teamwork — Success centers on all departments working together and sharing information and resources to achieve common goals. We are
dedicated to ensuring that every voice of the District, from the Board to each individual employee is treated with dignity and respect, and that
differences are valued and individual abilities and contributions are recognized.
1111 1111®®
1111 1111®®
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1111111
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1
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 3
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The Scope Of The Plan:
PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
Research indicates that customers have a relatively high level of awareness about the potential for a water supply problem.
One goal of this campaign will be to remind YLWD customers of the importance of the water supply and remind them that it is not an unlimited
resource. In addition to the lack of engagement in the water supply issue itself, the average customer is bombarded with communications messages
throughout the day. The communications landscape in general is extremely cluttered, so a successful campaign must contain elements that are able to
reach the consumer on a personal level with a memorable message and clear call to action. The ideas you will see presented in this plan have been
developed with this environment in mind.
It is important to help customers understand the urgency of the water supply issue without creating a sense of panic.
YLWD Landscape
YLWD is held in high regard within the community. Research indicates that YLWD customers tend to respect YLWD board members and staff, they
have positive feelings about the District, and they have confidence in the safety and reliability of the water supply. YLWD has the opportunity to
engage customers and stakeholders, and the community is willing to listen to the agency.
"What do we want YLWD customers to know ?"
"What do we want YLWD customers to do ?"
Water use efficiency has been and continues to be a high priority for YLWD. In the past year the District has renewed its commitment to water use
efficiency and plans to introduce a Turf Removal Rebate in the Winter of 2011. This communications plan supports the District's direction in the area
of water use efficiency in two ways: one, it emphasizes water use efficiency as a primary message, and two, it is flexible and can be modified to
reflect the conservation program as it evolves.
Another important element to this plan is sustained and productive communications with neighboring water districts and counties as well as
interagency cooperation. In the grand scheme of things we live in a global society. On the local level, that translates to cities and counties that must
live and work together. The water supply burden can and should be shared by cities, counties and regions and the dialogue about possible solutions
can become a common and productive conversation between neighboring agencies. In addition, other public agencies would make ideal partners in
community outreach and stakeholder engagement.
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 4
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PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
This plan provides suggestions for helping customers make the connection between their beautiful surroundings and their water supply and
understand the role the District plays in maintaining the high quality of life people in Yorba Linda enjoy.
Stakeholder Outreach
The successful provision of a sustained supply of safe water requires the engagement and support of many stakeholders including customers,
business leaders and state and local officials. Stakeholder support can build momentum, facilitate grassroots communications efforts and help YLWD
further establish itself as a leader in providing safe, high- quality drinking water. Stakeholder engagement momentum needs to be rekindled,
harnessed and used to build support for future programs across the agency.
The process for developing and maintaining this crucial stakeholder involvement should be at the forefront of the campaign to build awareness and
support for ensuring a long -term, reliable water supply, water use efficiency and the overall role of YLWD in the community. We live in a society
where we are moving from the age of deference to the age of reference. Technology has changed the way information is gathered and disseminated
and it is our goal to utilize broad spectrum communications to provide the most up -to -date and accurate information to create support throughout the
community for each YLWD program.
IV. COMMUNICATIONS STRATEGIES:
A. Planning /development of YLWD theme and key messages.
This plan will link all of the District's communication, education, policy and planning programs together under one unifying banner and give greater
visibility, credibility and presence to the District's efforts. Development of YLWD theme and key messages will also allow the District to target
various audiences with specific messages.
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 5
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2. Problem and solutions:
PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
- Short -term and long -term water supply situation.
- Why water use efficiency is necessary
- Risk analysis: what happens if we don't take necessary steps now to plan and prepare.
- Cost / benefit analysis of long -term options.
3. Customer Call to Action
- Water use efficiency at home, work, in the community
- Public involvement in long -term planning for solutions (CAC)
- Public commitment to achieving the District's goals
4. Other: It is important to communicate these things about YLWD:
- Responsible stewardship of natural resources.
- Forward thinking.
- Inclusive decision - making.
- Thoughtful and creative approach to problem - solving.
- Cost - effective.
- Dedicated to preserving the quality of life.
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 6
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PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
B. Current /Future Communication Tactics
Current Tactics:
• Waterlines Customer Newsletter
• Bottled Water /Contest
• Social Media Campaign
• Updated Website
Future Tactics (Tier One):
mill.
Editorial Calendar Update and Outreach
- Identify the editorial calendars for the Calendar Year for regional publications.
- Match editorial calendars with story or column ideas.
- Options include:
o Spring months: Preparing your yard for spring and summer weather; water efficient landscaping; timing irrigation systems; "the
reservoirs are full, why do we need to conserve ?" YLWD water use efficiency programs; planning ahead to meet water supply needs:
problems and solutions.
o Summer months: YLWD water conservation tips and offers of assistance; water use efficiency at work (specialized for various
businesses, including open space water users); balancing water supply demands with environmental protection; state and
congressional water issues that impact California.
• Fall months: Preparing your yard for winter; consider water efficient appliances for holiday "gifts ".
• Winter months: "If it's raining, why do we need to conserve water? "water recycling: myths vs. facts; water use efficiency in a wet
year; projecting the cost of doing business in the new year— include water rates; planning ahead to meet water supply needs: problems
and solutions.
2. News Bureau
- Maintain the District's news outreach program on the web site.
- Place related articles and resources on the web site as well for reporter use.
- Greater emphasis on Social Media (Facebook/Twitter /Youtube) to reach our stakeholders and industry partners
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 7
w qi
PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
- Issue regular updates to online media, directing them to web based news bureau for more information.
Reporter briefings
- Conduct one -on -one meetings with key reporters, editors, columnists or stringers from regional media to frame the issues and build a base of
knowledge for future contact. The regional media will be prioritized according to level of influence in the county.
• Print media may include: Orange County Register; Los Angeles Times; OC Weekly;
• Radio may include: KFI, KFWB, KNX.
• Television may include Los Angeles network affiliates: NBC, CBS, ABC, Fox, KTLA, KOCE, Univision and Telemundo.
4. Editorial Page
- Write and place op -eds for local and regional publications, targeting: YL Star/ OC Register, LA Times.—
o Op -Eds will highlight YLWD's focus on the future, responsible planning by elected officials, visionary staff and committed
community.
• Op -Eds will also highlight various successful approaches implemented around the world, and the implications for the District.
• Op -Ed program should begin in spring.
- Conduct editorial board meetings with key publications (YLWD board members and key staff) at significant decision milestones.
- Coordinate a letter -to -the editor program, with letters from key stakeholder organizations and interested parties. This program will
commence with the launch of the campaign and will continue at key milestones for YLWD.
Future Tactics (Tier Two):
5. Media Advertorials
- Produce and place a quarterly insert in the Yorba Linda Star that focuses on YLWD issues, successes and customers call -to- action.
- Produce inserts that specifically promote various conservation programs: appliances, water efficient irrigation and landscape, retrofitting,
tiered pricing, etc.
- Produce and place a monthly column in the Yorba Linda Star with a "Did you know ?" approach, giving customers and stakeholder specific
information about the situation, solutions and public involvement. This column will be built on the "Helping The District Thrive" theme and
will be bylined by the GM or rotating among members of the board.
6. Media Skills Training I**
YLWD Strategic Communications Plan - Presented by Damon Micalizzi
For Internal Use Only Page 8
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PUBLIC AFFAIRS 12011
YLWD STRATEGIC COMMUNICATIONS PLAN
- Conduct media skills workshop(s) for YLWD staff, members of the board of directors and key business partners to facilitate consistency of
messages and ease in working with the media.
- Update media skills training annually.
C. Conduct specific program to reach influencers and opinion leaders
Future Tactics (Tier One):
1. Ensure YLWD has a representative at regular meetings of the regional water purveyors environmental groups, energy conservation organizations
and economic develop organizations.
2. Identify "Top 50" people invited to a stakeholder briefing with the Board of Directors and Executive Staff---
- Can start with the Citizens Advisory Committee
- May be a breakfast or lunch meeting at an off -site facility in Yorba Linda, and may be replicated two or three times a year to ensure
adequate attendance.
- Is intended to reinforce the importance of this person and /or organization to the District; maintain open lines of communication; engage
support; and help maintain a level of accuracy in information as people discuss the District's plans.
3. Bi- annual breakfasts with key opinion leaders
- Provides updated information on District plans and the impact on the community.
4. Follow up each outreach effort with personal mail to reinforce information shared and encourage open communication.
Future Tactics (Tier Two):
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PUBLIC AFFAIRS 12011
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6. Develop and disseminate a quarterly electronic newsletter specifically for this target audience. Include articles they may reprint in their own
publications.
D. Expand the District's Community Relations Program
The District already has an effective bottled water program, which provides the foundation for expansion to give it greater visibility.
Future Tactics (Tier One):
1. Conduct annual awards program
- Highlight and congratulate the homeowners, businesses, organizations and public agencies that are doing innovative things to use water
wisely and /or promote water use efficiency among the public.
2. Augment the annual Water Festival
- Examples include: community street banners, store signage (window clings, posters or table tents) and tee shirts for key partners in the effort
to educate the public.
Produce litterbags and other collateral with shared ID's (business and YLWD) for distribution by YLWD.
Future Tactics (Tier Two):
4. Produce one new educational display for YLWD.
- Include an interactive component for youth and adults. Place the display at community events, with placement at least once a month.
o When not in use at events, rotate display at public places (i.e. library) retail locations, employee locations and public building
lobbies.
E. Reach residents where th
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YLWD STRATEGIC COMMUNICATIONS PLAN
One very effective way to reach homeowners and property managers is to conduct a direct -to -home campaign with item(s) that are so useful that
people actually keep them — along with the public education messages included. This is particularly relevant for water use efficiency program
information, incentives and gadgets.
Future Tactics (Tier One):
1. Hangers placed directly on residents' doors with refrigerator magnets, litterbags or hot pads attached
2. Conduct direct mail to each customer with one of the above items included.
- Effective way to post tips for water conservation.
Future Tactics (Tier Two):
Produce buckets and pistol grip nozzles for hoses.
- Distribute at community events as well as whenever the educational exhibit is on display.
4. Recruit co- sponsors; and distribute savings coupons for water conservation devices (such as above) provided by local retailers.
Develop partnerships with other utilities or community retailers to include YLWD messages in direct mail and distribution to customers.
F. Conduct school program to reach students and their families, as well as school employees.
YLWD has partnered with MWDOC and the Discovery Science Center to teach water conservation education to District Elementary School Students
for years and in 2011 the District increased its budget to mitigate a diminishing education budget by MWDOCs to take the program to all 14,000
District Elementary School students. Programs consist of interactive assemblies and hands -on water quality /water career investigation workshops.
The District is currently working with DSC to enhance YLWD's presence and brand recognition in the program. In addition, the District has catered
its Bottled Water Program to include a student artwork contest where District Elementary School students will submit water themed artwork with the
winning art being featured on the inside of the label.
Future Tactics (Tier One): ii4v
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Create and Design YLWD Water Workbook to be distributed to District Elementary Schools.
- Curriculum can be grade specific.
2. Target the launch of the curriculum to coincide with May water awareness month activities.
3. Include components for students to take things home; as well as for teachers and staff to use as well.
G. Paid Media and Public Service Campaign
A comprehensive public education campaign will include paid media spots and print ads, which are leveraged to garner free (public service) ads as
well. Paid media complements the "earned media" (media relations) campaign by timing and targeting messages, and keeping the campaign highly
visible. This strategy is designed to leverage public service messages with paid messages. Placement should include: radio, print, outdoor and online
advertising opportunities. Currently YLWD does not have a paid media program. YLWD has undertaken paid media programs in the past to promote
specific programs (toilet rebates, for example) or specific event.
Future Tactics (Tier One and Tier Two):
1. Identify the paid media budget (recommended $10,000425,000. annual)
2. Develop the media plan (insertion schedule) appropriate for the budget.
- Type of media, specific outlets.
- Calendar (heavy -up in spring, rotate placements nine months of the year.)
3. Develop overall advertising strategy.
- Year One:
• Promote YLWD, Vision and Responsiveness
• Reinforce what the public knows about the problem, and introduce the need for a water supply solution
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o Promote ongoing water use efficiency messages
- Year Two:
• Promote YLWD, Vision and Responsiveness
• Continue to promote problem statement; water use efficiency messages
• Introduce, explain supply solution
• Introduce risk - analysis
• Introduce cost - benefit
• Launch public involvement program
- Year Three:
• Promote YLWD, Vision and Responsiveness
• Continue to promote problem statement; water use efficiency messages
• Publicize supply solution and public benefit
• Continue public involvement program
4. Develop creative approach, based on key messages and target audiences.
5. Develop creative materials (ads) for each.
H. Conduct a program to reach residents, employees and business managers through workplace communications.
The workplace is one of the most relied upon venues to receive and share important information relevant to one's life. Whether a business has ten
employees or a thousand, reaching people at their place of work is an effective way to communicate with them.
(Tier One Tactics):
1. Update the database of the region's top employers, including public agencies
2. Develop print collateral specifically for placement in employee gathering places (lunch rooms, etc.)
- Examples include: posters or program brochures, interactive web site kiosk.
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Rotate a YLWD informational exhibit to major employers when it is not at community events.
4. Place quarterly news articles in employee communications (online news, paycheck stuffers, newsletters, etc.)
Produce signage for placement where customers or clients can see it that promotes water use efficiency or the YLWD theme
- Examples include: window clings or magnets.
6. Produce direct mail items for businesses to include in mailings to customers or clients as well as employees.
- Target spring months (especially May) and timing around key milestones.
7. Expand the employer outreach effort to include a substantial business partnership program for businesses that consume a lot of water.
- "Water Use efficiency @ Work" (WUE @W) program, which provides signage for company vehicles and property noting the business'
commitment to using water wisely. All training and technical assistance provided by YLWD to landscape and maintenance staff would
include providing them with YLWD collateral, hats and laminated tip sheets to promote ongoing visibility for the program.
VI. Measurement and Evaluation
- Process Measures:
• Communications program implemented on time and on budget.
• Media content analysis (accuracy, impact and reach, balance)
• Level of stakeholder engagement, business partnerships and response from influencers.
• Measure media impressions and outreach targets.
• Measure increase in requests to District for information about conservation programs, materials, products and resources.
• Measure requests for presentations by YLWD representatives; media inquiries; and requests for materials.
- Outcome Measures:
• Level of public awareness of problem and opinion of the District (survey ?.)
• Level of self - reporting concern about water supply, support for long -term solutions and change in water use efficiency behavior (survey.)
• Level of visible support for District's annexation of the Yorba Linda Sewer System.
• Level of organized opposition to the District's annexation of the Yorba Linda Sewer System.
• District's ability to move forward with logistical, environmental and financial planning to secure additional water supplies and or broaden
the District's boundaries.
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