Articles
Client Feature: Thornton Water
Posted: 12.04.07 by to HP/HP
The city of Thornton, Colorado is a thriving suburb of Denver, boasting a scenic landscape and a high standard of living. However, the city also boasts a limited water supply, due to the arid climate of the Southwest.
In the past, the limited water resources have led to laws that enforce water conservation. But in early 2007, the City of Thornton Water Resources Division set the goal of increasing voluntary water conservation throughout the community.
“[We] selected Worldways Social Marketing to assist in the development of our water efficiency social marketing campaign,” says Ed Lanyon, Water Resources Administrator for Thornton. “As a result, the 2007 Thornton Water Drive has launched.”
The 2007 Thornton Water Drive was designed to reach out to every segment of the Thornton population, and encourage water conservation. To accomplish this, the campaign was planned according to the Healthy People/ Healthy Places Framework.
“The City of Thornton wanted a proactive marketing campaign to support wise water use among residents,” says Tonya Peters, a senior consultant with Worldways. “We worked side by side with them, to create a multi-tiered, community-based outreach campaign that engages water customers, and requests their commitment to saving water.”
The campaign has rolled out in a variety of media, including direct mail pieces, community events, and an interactive Website.
“Our team has really demonstrated what it means to create an integrated social marketing campaign,” says Peters. “We’ve conducted formative and supporting research, we’ve developed a communications plan rooted in behavior change theory, and we’ve implemented some excellent creative pieces. And all well within budget!”
“This social marketing campaign works to engage and involve the residents of Thornton to voluntarily save water resources every day,” says Lanyon. “We are very excited about the opportunities that this campaign has brought the City of Thornton, as well as the excellent professional services and creative work that the Worldways Social Marketing team has provided.”
Read more about Thornton Water Conservation at thorntonwater.com.