may 20, 2008 exhibit 1. contracting services overview of solicitation process – peter lan
TRANSCRIPT
May 20, 2008
Exhibit 1
Contracting ServicesOverview of solicitation process – Peter Lan
Business OutreachOverview by John Arena
Metropolitan Water DistrictMetropolitan Water Districtof Southern Californiaof Southern California
6 counties; 5,200 Square Miles
18 million people
Regional economy: $927 Billion
Projected growth:
~220,000 people/year
MWD provides about half of
southern California’s supply
Where SouthernWhere SouthernCaliforniaCalifornia
Gets its WaterGets its Water
Where SouthernWhere SouthernCaliforniaCalifornia
Gets its WaterGets its Water
LAKELAKESHASTASHASTALAKELAKESHASTASHASTA
LAKELAKEOROVILLEOROVILLELAKELAKE
OROVILLEOROVILLE
Bay-DeltaBay-DeltaBay-DeltaBay-Delta
STATE WATER STATE WATER PROJECTPROJECT1.2+ MAF1.2+ MAF
STATE WATER STATE WATER PROJECTPROJECT1.2+ MAF1.2+ MAF
LOS ANGELESAQUEDUCTS
0.3 MAF
LOS ANGELESAQUEDUCTS
0.3 MAF
COLORADOCOLORADORIVERRIVER
AQUEDUCTAQUEDUCT500,000+ MAF500,000+ MAF
COLORADOCOLORADORIVERRIVER
AQUEDUCTAQUEDUCT500,000+ MAF500,000+ MAFMETROPOLITANMETROPOLITAN
WATER DISTRICTWATER DISTRICTSERVICE AREASERVICE AREA
METROPOLITANMETROPOLITANWATER DISTRICTWATER DISTRICTSERVICE AREASERVICE AREA
LOCALLOCAL1.5 MAF1.5 MAFLOCALLOCAL1.5 MAF1.5 MAF
Importance of water conservationYears of record dry conditions State’s fragile water supply and delivery
systemNeed for permanent change in the way we
use water
GoalReduce residential water use voluntarily in
Southern California
ObjectivesConsumer behavior change with everyday
water use, particularly outdoorsRebates requested on water-saving devicesDevelop/enhance water conservation ethicStress urgency of message
Audience CharacteristicsResidents of six SoCal counties
Los Angeles, Orange, Riverside, San Bernardino, San Diego and Ventura counties
Adults 25-64People with outdoor landscaping and
automatic sprinkler systemsEnglish/Spanish
TimingJuly and August are peak water use monthsApril-June and September-November are the
next highest water use periodsTypical “wet” months are December-March
•Outside water use as estimated by California Urban Water Conservation Council, 2005 Landscape Task Force•Indoor water use as estimated by American Water Works Association, Residential End Users of Water study, 1999
MessagesWe have a problem with our water supplyNeed for permanent changeRebates are available on new technologies
Smart sprinkler controllersPrecision rotating sprinkler headsHigh-efficiency clothes washers
Minimize the amount of turf in your yardMore tips and info on bewaterwise.com
“Time to Get Serious”August-December 2007$3 million budget18 weeks
Spot radio/traffic radioPrint and online
BrushDripHose
“Cut Your Water Use”Media mid-April to early July$1.3 million budget
:10 TV (news & sports programming):60 Radio1/4 Page NewspaperOnline:30 TV PSAs
“Cut Your Water Use”Gives audience a very easy prescriptive way to
save water.Uses extremely simple animation to stand out
on airwaves and make saving water seem easy.
Outdoor Version Indoor Version
Languages
•English•Spanish•Mandarin Chinese•Vietnamese•Korean
Campaign Effectiveness TrackingPre- and post-campaign consumer surveysVisitors to bewaterwise.comRebates issuedRetail water sales at local level (actual sales
vs. projected sales, accounting for weather, population growth)
November 2007 (random digit dialing survey)
Water ShortagesSTATEMENTS YES NO
In the last 3 months, have you heard anything about below average rain fall or potential water shortages?
92% 8%
As a result of this, have you changed anything in the last three months to help conserve more water?
76% 24%
What have you changed?
58%
36%
18%
6%
5%
3%
3%
0%
3%
23%
0% 10% 20% 30% 40% 50% 60% 70%
Time/frequency of watering
Take shorter showers
Turn off water when brushing
Broom instead
Fixed leaks
CA friendly plants
Smart sprinkler controller
Visited website
Don't recall
Other
This is a multiple response question and percentages may exceed 100%.
Awareness of shortages has increased by 5 percent
Changing behavior to conserve has increased 10 percent
Q17: Have you heard anything about below average rainfall or potential water shortages?
Q18: As a results of this, have you changed anything in the last three months to help conserve water?
Q19: What have you changed?
This survey is comprised of two independent samples (one of general public and the second of homeowners) that include some overlap. The sample size for each study is 544 and is distributed across the six-county region according to population. This provides accuracy of +/-5% at a 95% confidence level for the region as a whole. Surveying was conducted in November and early December 2007 by telephone using random digit dialing.
Awareness of New Technologies Awareness of smart sprinkler controllers has decreased for the first time since 2005,
from the high of 38 percent in summer 2007 to 31 percent in winter 2007.
At 50 percent, awareness for dual-flush toilets is unchanged from summer 2007.
Awareness for rotating sprinkler heads is 28 percent, down slightly from 33 percent in summer 2007.
50% 50% 52%
40%
48%
15%
22%24%
31%
38%33%
28%
0%
10%
20%
30%
40%
50%
60%
Winter 2007 Summer 2007 Nov. 2006 Summer 2006 2005
Dual-Flush Toilets Smart Sprinklers Rotating Sprinklers
Q38-40 Now I am going to ask you about a couple of new water saving products. Have you seen or heard anything about…?
Awareness of Rebates Rebate awareness is highest for clothes washers at 48 percent
followed by dual-flush toilets at 20 percent and smart controllers at 7 percent.
Awareness of rebates is essentially unchanged from summer of 2007.
20% 20% 22%
16%
7%10%
6% 4% 5%
48%45%
57%
39%
57%
0%
10%
20%
30%
40%
50%
60%
Winter 2007 Summer 2007 Nov. 2006 Summer 2006 2005
Rebates for Dual-Flush Toilets Rebates for Smart Sprinklers Rebates for Clothes Washers
Q41-43: Now I am going to ask you if you have seen or heard anything about rebates for water saving products. Have you seen or heard anything about…?
Advertising Awareness and Recall-Unaided Advertising awareness continues to increase from the past four studies, rising to 83
percent for the current study.
Question in Nov. 2006 and prior was: Do you recall seeing, or hearing any ads or advertising messages about outdoor water conservation, sprinkler use, or water-wise plants in the past six months?
83%
17%
72%
37%35% 33%
40% 45% 28%
63% 65% 67%
60%55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
June 2003 Nov. 2003 Fall 2005 Summer 2006 Nov. 2006 Summer 2007 Winter 2007
Yes No/Don't know
Q44: Do you recall seeing or hearing advertisements in the last 6 months about the need for water conservation, dry weather, or ways to save water?
Water Supply SummaryWe are in a critical water supply situationWe are already using our reserves to meet
regular demandWater conservation must be a new way of life
Water Use SummaryBetween 30 and 70 percent of a household’s
water use is outside the homePeak water use occurs in July and AugustMost people with automatic sprinkler
systems are overwatering their landscapes
Research SummaryAwareness of need to save water is highAwareness of new technologies is lowPeople say that they have changed their
behavior; what more can they do?
Goal/Objectives SummaryWe want to see consumer behavior change
with everyday water useCash in more rebatesFurther develop a “water conservation ethic”Interested in media plan that includes value-
added elements
Questions?Advertising campaign or MWD-related
(Yvette and Lynn)Solicitation-related (Peter)