Prplan1 Final Gislerdarrowmizobecarey

Mary Callie Gisler
Kayla Darrow
Eri Mizobe
Emily Carey

University of Oregon

REFRESH SAN DIEGO: GISLER, MIZOBE, DARROW, CAREY 2

Table of Contents

Introduction Page 3

Situation Analysis Page 11

Core Statement Page 12

Campaign Goals Page 12

Public Relations Objectives Page 13

Key Publics and Messages Page 14

Strategies Page 20

Campaign Tactics Page 21

Evaluation Page 25

Appendices
1. Personnel Page 26
2. Budget Page 27
3. Timeline and Calendar Page 30
4. Communication Confirmation Table Page 31
5. References Page 36

Introduction

The Current San Diego Water Situation
The city of San Diego imports 80 percent of its water supply from either Northern
California or the Colorado River, leaving only 20 percent to be supplied locally
(City of San Diego, 2012). Currently, San Diegos population is around 3.1 million
people and an expect its population to grow to 3.9 million by the year 2030,
which leaves a lot of people dependent on imported water (City of San Diego,
2012). Furthermore, the entire importation of citys water hinges on the
maintaining of good working relationships between the city of San Diego and its
water suppliers. Specifically, these suppliers include the California Bay-Delta,
California Aqueduct and Colorado River Aqueduct (City of San Diego, 2012).
Globally, the worlds population is approaching seven billion people and is
estimated to be close to nine billion by the year 2050 (Jhina, Hoyt, Shotts, 2012).
Predictions from the United Nations expect half of the world to be dealing with
water scarcity crises by 2030 (Jhina et al., 2012). The consequences of water
scarcity include damage to ecosystems, public health problems, economic side
effects, reduction of agricultural productivity, and disruptions in water supply
relationships (Jhina et al., 2012).
The impact of water scarcity could affect the amount of water that
suppliers would be willing to give out. For San Diego, this could be disastrous
because the city is dependent on most of its water being imported from Northern
Californian and Colorado River suppliers. If this supply was to disappear, San
Diego would not have enough water to sustain the population, leading to health
risks and environmental damages. San Diego needs to be prepared for anything,
especially when the city has such a big population.
The city of San Diego needs to consider potential solutions to help
decrease its water supply dependency. Three viable potential solutions are:
1. Conservation. Conservation could be the cheapest solution for San Diego
to decrease water supply dependency (Jhina et al., 2012). The technique
has been around for a long time, and recently has become trendier. Pros
of this technique include the fact that it is the most environmentally friendly
and economically sound option. A major con of the solution is that San
Diego has a huge population. The population size would make it hard to
ensure everyone is fully participating in the conservation program. San
Diego would need everyone to fully participate in order for this solution to
work, and often times people are skeptical of how much green
technology actually works.
2. Desalination. Desalination is the process of purifying seawater by
removing the salt from it (Jhina et al., 2012). In the city of San Diego, this
could cost up to $300 million just to build the operating plant (Sheehan,
2009). Also, a company called Poseidon Resources supplies the process
and plans to make a 10-13 percent profit from the citys usage because it
is a private company. City predictions estimate water prices to raise $5 to
$7 per month for city residents, which totals to be about $186,000,000 per
year for desalinated water if based on total city population (Salas, 2012).
Pros for the desalination process are the fact that there is a vast amount
of ocean water, which means lots of natural resources are available to
use, and the tapping into a new resource. Cons include the extremely high
price tag, as well as the fact that activist groups who are focused on ocean
preservation may fight the process since it takes water from the ocean and
its ecosystems, which could damage public support and acceptance. An
additional con is that since an independent company supplies the
technology, it could try to monopolize on the method and raise prices even
higher.
3. Wastewater Recycling. Wastewater recycling focuses on purifying used
wastewater to make it safe to use again. After the initial big cost of
building the plant, wastewater recycling is considerably cheaper to
maintain than desalination. For the city of San Diego, the yearly price is
expected to be $27.6 million per year, which is adds about 75 cents per
month to citizens water bills (City of San Diego, 2012). Desalination would
cost the residents at least $4.25 more per month, if the price ends up
staying at its predicted level. Pros of implementing a wastewater recycling
program in San Diego include its lower cost and preservation of oceanic
ecosystems by using an already existing water resource. Cons include
preconceived notions of using wastewater and its yuck factor. Also, the
program would require a large amount of space for building a plant and
lots of local resources.
San Diego needs to figure out a way to educate its citizens on the benefits of
implementing a wastewater recycling program, especially when it comes to the
lower cost and creation of the citys own water source. Previous city attempts at
implementing such a program failed in part because San Diego tried to take
treated wastewater from the affluent northern part of the city and use it as
drinking water for the lower income communities. San Diego did not use the most
sophisticated technology when attempting this program, which led the poor to
feel as though the richs waste was being forced upon them (Jhina et al., 2012)
Today, public opinion of using wastewater is changing, and more support is
available for the integration of such water into drinking water. As of the survey
conducted in 2012 by the San Diego County Water Authority, 71 percent of
citizens in San Diego think it is possible to improve the use of recycled water into
more safe and drinkable water, which is a 5 percent increase from the 2011
survey. The survey also showed that 54 percent of the population already
thought drinking water contained some recycled water (Rea & Parker Research,
2012).
While support is growing in San Diego for the integration of recycled
wastewater, the city still needs more support. Because the stigma of wastewater
being gross still exists, efforts to implement recycled wastewater into the citys
water supply could be hurt or destroyed in the long run. Campaigns for using
recycled wastewater would be only most effective if the majority of San Diego
citizens are in favor of the program. Right now, the perception of wastewater is
still somewhat skewed. People dont fully understand how the process to purify
wastewater works and some still think the water has yucky qualities to it.
In a study conducted, it was found that the term wastewater has a
negative connotation to it. The study found that people perceive any water that
has made contact with human waste as being toilet to tap. Further, the study
found that subjects prefer the term recycled water to treated wastewater.
While both terms mean the same thing, both essentially being purified effluent
from wastewater treatment facilities, treated wastewater gave off a more
negative connotation, one that leaned more towards chemical usage in water.
Recycled water gave off a greener, safer connotation. (Menegaki, Mellon,
Vrentzou, Koumakis, Tsagarakis, 2008). This skewed perception is part of the
reason why San Diegos citizens have not fully accepted recycled wastewater
usage into their homes and will be something the city will have to overcome.
Possible Publics to Target
In general, San Diego had a population of 3,177,063 people in 2011,
whereas California had a population of 38,041,430. The per capita income for
San Diego is $30,955; however, the median household income is $63,857. As of
last year, 13 percent of San Diegos population lived below the poverty level (US
Census, 2011).
One important public of San Diego is the Hispanic population. 32.5
percent of San Diego is Hispanic, which translates to approximately 1,007,500
people (US Census, 2012). Much of this population does not live in the affluent
areas of the city. The Center on Policy Initiatives reports that in 2011, the median
income for Hispanics was $42,533, while the median income for whites was
$60,416 (CPI, 2012). That is a difference of $17,833. This difference in
community and lifestyle, as well as people not understanding the background of
the Hispanic publics, is where previous attempts at creating a wastewater
program for San Diego failed.
Parents are also an important public to consider. There are approximately
678,834 total family households with kids under 18 out of the total population of
people living in the city of San Diego (US Census, 2005). Obviously, this is public
will be concerned about the safety of children who may end up using wastewater
in different situations, such as for drinking. Any campaign trying to gain
acceptance of recycled wastewater will have to address this public with
transparency to show how the process of purification works and prove how safe it
is to use.
College Students could be a good public to target as well. San Diego has
many different colleges in the community, ranging from four-year universities and
community colleges to art colleges (City of San Diego, 2011). All have thousands
of students who could become a great young demographic campaigns could
utilize to help promote the idea of recycled wastewater being used for all sorts of
purposes.
Government officials are also an important public to target in recycled
wastewater campaigns. San Diegos former mayor, Jerry Sanders, said in 2007
that he opposed toilet to tap, but later reversed his standpoint in 2010 (Brennan,
2013). Current Mayor Bob Filner supports the usage of recycled wastewater so
much that he has even called himself Congressman Sewage (Halverstadt,
2012). As of April 29, 2013, the San Diego City Council voted to continue its plan
of purifying recycled wastewater because of the perceived growth of public
support (Brennan, 2013). Gaining further support from the city government could
help promote wastewater campaigns to the citizens of San Diego, as
governmental officials have influence over citizens opinions and beliefs. This
could be utilized to help encourage the acceptance of using recycled wastewater
in everyday activities.
One last important public to consider targeting is environmental groups.
Environmental groups could be an excellent influencing public, especially since
there are already some existing ones in San Diego. Some groups we could align
with are Surfrider, an organization focused on protecting the ocean its
ecosystems, and the San Diego Environmental Professionals, an organization of
professionals who collaborate and discuss environmental issues. These groups
come with an established following and are made of people who would probably
be willing to help spread our message.

Possible Communication Theories
A possible communication theory to use in our campaign is the framing theory.
The framing theory is based on the notion that how concepts and ideas are
presented can affect how people think about them (CSUN, 2004). Using this
theory, we could help construct and frame recycled wastewater in a new light to
help change the publics perception of it. For example, a new name for the
process could be useful and help break the perception of recycled wastewater
being gross and full of toxins.

SWOT Analysis of Water Recycling in San Diego
Strengths of wastewater recycling in San Diego include its cheapness when
compared to other processes like desalination, and its ability to provide the city
with a steady source of water, allowing San Diego to not be as dependent on
Northern Californian and Colorado River suppliers. One weakness of water
recycling programs is it is still somewhat expensive compared to conservation
techniques; however, it should be noted that with a population as big as the one
in San Diego, it may not even be possible to conserve enough to help change the
citys water situation. An additional weakness is the public perception of recycled
wastewater being yucky and toilet to tap.
There are many opportunities when it comes to wastewater recycling in
San Diego. One opportunity is to highlight the process and explain it in more
common language so that people can clearly understand how the wastewater
gets purified and safe for use. Also, there is an opportunity to emphasize the
price in relation to how expensive desalination is. This could help boost support
for the treatment of wastewater as a solution. All these opportunities could be
threatened by the complication of the purification process and the fancy
technological words often used when explaining it. Campaigns will need to avoid
highly scientific language in order to stop from overwhelming the public.

PR Plan Timing
Our campaign is scheduled to begin June 16 and end Sept. 14. The campaign
will be able to run through summer, which will be useful because summer is
when most people think about water, whether it be through visiting swimming
pools, beaches, or drinking water constantly. Also, our campaign will then fall
over summer holidays, such as the Fourth of July and Labor Day, which could be
big event days.

Situational Analysis
Currently, the citizens of San Diego accept the idea of using recycled wastewater
more than they did in the past, but the idea lacks complete support. Some people
still perceive recycled wastewater as being toilet to tap and dont realize the
severity of the citys water situation. The challenge will be to change public
perception and educate them on the process of purifying recycled water. Our
campaign will need to show the value of recycled wastewater and raise
awareness of its ability to help San Diego become more independent in
supplying water.
Potential difficulties will include overcoming the technical language of the
purification process in order to make the process clear to the public and show
how the price is worth the outcome. Once we overcome these difficulties, it
shouldnt be hard to convince the public of recycled waters value and importance.

Core Statement
The key problem we plan to address is the lack of awareness involving the idea
of recycled water, since citizens of San Diego are uninformed as to the amount of
water that comes from external sources, the truth behind the purification process,
and the economic impact other solutions may have. We plan to target key publics
to provide education on these different aspects as well as the current
environmental state of San Diego.

Goals

Based on the situational analysis and core statement surrounding the wastewater
recycling issue in San Diego, the goals for our outreach campaign are as follows:
Fostering acceptance from local community members of the wastewater
recycling process as a safe, economical and sanitary way to bring water to
the San Diego area. We want to establish that wastewater recycling is not
toilet water at the tap.
Creating awareness of the water situation in San Diego, along with
establish how important it is to be independent and environmentally
conscious by using the water recycling system to preserve local
resources.
Creating awareness of the actual technical recycling process to establish
a better understanding of the idea of water reuse and recycling.

Public Relations Objectives
Awareness
Increase knowledge of waste water purification process by 30 percent in
the next three months (Primary)
Supply San Diego citizens with 100 different types of brochures,
factsheets, and Infographics to clarify the process and prove the benefits
(Secondary)
Attitude
Increase positive perception on San Diegos use of waste water for
drinking purposes by 15% in the next three months-- achieve an 86%
acceptance rate (Primary)
Earn support of local government and environmental groups (Secondary)
Behavior
Generate 250,000 followers on Twitter, Facebook, and YouTube accounts
to build an online awareness of the campaign and wastewater benefits,
along with build support through an online audience. (Primary)
Plan and execute and educational event reaching at least 1,500 in
attendance (Secondary)

Key Publics and Messages
Key Publics
There are many key publics that have a stake in this issue. For this campaign to
be successful, all of these publics must be in favor of using recycled water. The
key publics we have identified are below:

Mothers and fathers in the San Diego community. There are currently
678,834 households with children under the age of 18 in San Diego (US
Census, 2005). Mothers and fathers have self-interest in providing their
families with healthy water and resources. They would not want to expose
their children to unsanitary water. They are strongly concerned about
health, sanitation and environmental issues of the community because it
would affect their family. Currently, recycled water is not widely accepted.

This public would help accomplish our objectives of awareness and
attitude. To help us achieve these objectives, some third-party influentials
for mothers and fathers would be local mommy bloggers and co-workers.
Local mommy bloggers in the San Diego area would be able to help
outreach within their established base of local readers who are primarily
mothers themselves. An example of one of these bloggers in Mommy
Gaga, who blogs at www.mommygaga.com. We could partner with her to
have her feature our campaign on her blog. In addition, co-workers and
employers would be influential because mothers and fathers interact with
their co-workers on a daily basis. Peer influence is very powerful.

Influential government officials. This includes council members who
have a personal stake in the community and the city. The current major of
San Diego is Bob Filner (City of San Diego, 2013). There are nine districts
of city hall offices, each with different leadership. There is also a
Community Planning Division, which is under Development Services.
They address issues that affect the quality of life in the city (City of San
Diego, 2013). They have self-interest in this issue because with 80% of
the citys water being imported, they need to gain the support and
acceptance of the recycled water option. As residents of San Diego
themselves, the issue also affects them personally. Currently, the
government has been using their recycled water page on the citys Public
Utilities website (City of San Diego, 2013) to raise some awareness about
the situation.

This public would help accomplish our objectives of awareness, attitude
and behavior. To achieve this, third-party influentials are other cities in the
state of California that are also trying to implement recycled water options
would likely influence the decisions made by the San Diego government.
They could use other cities attempts to make choices about what systems
and PR methods San Diego should use.

Environmental groups. Potential groups we can partner with are
Surfrider and the San Diego Environmental Professionals. Surfrider has a
Know Your H2O program focused on educating people on the link
between freshwater management issues and the impact on oceans,
waves, and beaches (Surfrider Foundation, 2013). This group could help
us communicate the benefits of using wastewater, such as through its
social media (Twitter: @Surfrider). The San Diego Environmental
Professionals is a casual, fun group of people who enjoy collaborating
and sharing ideas and information about environmental issues. We host
monthly presentations on current, relevant topics (San Diego
Environmental Professionals, 2013). This group already has a monthly
meeting schedule that we can send representatives to and help garner
support and reach interested people.

Environmental groups have self-interest in the recycled water issue
because cutting down the use of water and using recycled water as an
alternative has environmental benefits. Partnerships will also help the
groups by spreading awareness about their organizations. They will help
us accomplish our objectives of awareness and behavior. Third-party
influentials of this group are similar recycled water campaigns in other
cities and countries where environmental groups have played a role.

College students. There are many colleges and universities in San
Diego, and they are: the California State University - San Marcos;
California Western School of Law; San Diego Christian College; National
University; Point Loma Nazarene University; San Diego State University;
University of California San Diego; Alliant International University; Thomas
Jefferson School of Law; San Diego Community College District;
Grossmont College; MiraCosta College; Palomar Community College; San
Diego City Council; San Diego Mesa College; San Diego Miramar College;
and Southwestern College (San Diego Tourism Authority, 2013). They
have a self-interest because they have an eager concern for the
environment and health, and they are also young enough to learn and
accept new habits. As residents of San Diego, they would have a personal
stake in the issue as well.

Colleges would help us achieve our objectives of awareness, attitude and
behavior. Third-party influentials to help us reach them are professors,
peers and on-campus housing departments. Professors and teachers can
influence the students through their choices and courses. Peers would
definitely influence the choices college students make, so reaching out to
environmental clubs and departments at the campuses would be
beneficial. On-campus housing departments would play a crucial role in
reaching out to first-year students.

The Hispanic population of San Diego. The Hispanic population
accounts for 32.5% of the population (US Census, 2012). There is a large
gap between the median income for Hispanics versus that of the White
population, with median income being $42,533 and $60,416, respectively
(Center on Policy Initiatives, 2011). According to a 2012 public opinion poll
conducted by the City of San Diego (San Diego County Water Authority,
2012), 61% of Latinos would rather drink bottled water, as opposed to
45% of whites who said they would rather drink bottled water (page 11).

They have self-interest in the recycled water issue because as residents
of San Diego, it has a direct effect on them. Hispanic parents would also fit
the mothers and fathers public mentioned earlier in this section.

This group would help us achieve our objectives of awareness, attitude
and behavior. Third-party influentials are key Hispanic figures of San
Diego, such as celebrities, would be able to influence this public. Also,
Hispanic schools in the area could encourage students and parents to
consider using the recycled water option by educating them on the issues
and benefits.

Messages
Our overall messaging strategy is reflected in our campaign name, Refresh San
Diego. In our campaign, we will use the term refreshed water instead of
recycled water. This will help us achieve our key message, which is that
recycled water is not gross but that it is a sustainable, healthy and
environmentally-friendly option. This will also be achieved by raising awareness
and understanding of how the process works. Also, we can highlight the benefits
of wastewater recycling to the local citizens of the area.
Our primary messages are that:
Recycled water is clean and safe for consumption
Recycling water helps to preserve natural resources and
ecosystems
The process is cost effective and will allow the local community to
save money in the long run
Our secondary messages are that:
Wastewater recycling costs less than desalination processes,
making it an economical option; wastewater recycling only adds
approximately 75 cents per month to consumer water bills, whereas
desalination would add $4.25 more per month
Approximately one percent of the worlds water is drinkable (World
Wildlife Fund, 2013), so recycling wastewater allows us to preserve
natural resources and ecosystems in a sustainable way

Strategies
Our first strategy is to target community leaders (e.g., the city council) in order to
gain support of water recycling at the city leadership level. Our campaign also
plans to design promotional material and create events to educate the local
community about the wastewater recycling process. Further, we will establish an
online, interactive campaign to promote the water recycling process to the San
Diego community as a safe, cost-effective alternative to importing water. Our
campaign also intends to seek collaborations with environmental groups in the
San Diego area to help extend the message past the initial audience and into
more active audiences. Through all our strategies, our campaign will refer to the
slogan of Refresh San Diego to help unify all aspects of it and end the skewed
perception of wastewater.
The program implementation outlined below is the best approach to take
when it comes to raising awareness of the benefits of recycled water and
fostering acceptance such a program in San Diego. The program includes all
major publics whose support would make the implementation of recycled
wastewater as San Diegos main water source a success. Also, the program has
different kinds of tactics and strategies that are varied to help reach people in
many different ways.

Tactics
We will use various tactics that target our key publics to achieve our objectives.
Our tactics are discussed below, and are divided by categories:
Interpersonal Communication Tactics
Community and local events to raise awareness of the issue and
campaign in the hopes of making positive changes to attitude and
behavior. The publics we will target are mothers and fathers, college
students, and the Hispanic population. These events could include:
Water taste testing fairs that are held on key dates, such as
holidays (e.g., Labor Day, 4th of July). These fairs would raise
awareness about refreshed water, and provide an opportunity for
residents to see first-hand what the process is. A model of the
water recycling process will demonstrate that the water is sanitary.
Key figures, such as the mayor of San Diego and celebrities, would
be present to answer questions at a press conference and
participate in the water taste testing.
Tabling events and fairs could also be held at all San Diego
colleges and universities to educate college students. Partnerships
could be made with the environmental clubs and departments at
the schools. Fundraisers to help raise awareness and money for
building recycled water plants could also be held.
All community events will be listed on the official San Diego Calendar of
Events (www.sandiego.org/press/press-releases/2012/san-diego-2013-
calendar-of-events.aspx).
Celebrity endorsement to specifically gain support of the Hispanic
population, since they are the key demographic group that tends to not
support recycled water. (Please refer to the Hispanic population section
under key publics for more information on this demographic.) We will
choose a local Hispanic celebrity, such as Mario Lopez, to be the face of
our campaign. As the face of our campaign, he will:
Appear in posters, daily news coverage, and other promotional
material to help raise awareness about refreshed water
Raise awareness about the Refresh San Diego campaign through
Lopezs social media
Attend press conferences
Provide bilingual communication for the campaign (Spanish and
English)
Tour of the recycled water plant in Orange County to help raise awareness
of the water recycling process and positively change the attitude of all
publics. The OC plant could be open for tours for the residents of San
Diego. This would allow people to understand the process and learn about
the equipment. A water taste testing experience could be an option with
this. Large field trips for San Diego schools and colleges could be
organized.
Media Tactics (Organizational, News and Promotional):
Promotional media (print and digital) will be used to target all publics. They
will help us achieve all of our awareness, attitude and behavior objectives.
These promotional materials are:
o Brochures and posters that will provide information about the water
recycling process and raise awareness about the campaign.
o Promotional videos that will air on major TV networks. Celebrity
endorsements will be implemented here, with the face of the
campaign (i.e., Mario Lopez) appearing in the videos and
advertisements.
o Billboards placed on major highways.
o Freebies, such as water bottles, sunglasses, stickers (for children),
stationery, t-shirts, and visors, which will be distributed. The
freebies can be given away as prizes for competitions or at
community events.
o Press releases, memos and press kits that would be made to
distribute to local news outlets.
Online campaign to supplement the promotional media. Our official
website will be: www.refreshsandiego.com. Our Facebook, Twitter,
YouTube and Instagram accounts will also be used to reach out to the
community and keep the publics updated. The hashtag for Twitter and
Instagram we will use is: #RefreshSD.
Competitions can be held to encourage residents to learn more about
recycled water and the Refresh San Diego campaign. For example, a
recycled water trivia competition could be implemented via social media.
At schools, a video competition could be held where college students
could create PSAs to be featured on the YouTube Channel. This tactic
would be most effective for targeting children and college students.
Collaborations with environmental groups (i.e., partnerships) could be
made to help achieve tactics, such as the fairs and competitions. The
groups could use their social media outlets to help spread the word about
the campaign. They could also help run fundraisers. This will raise
awareness and change behavior among all publics.
Collaborations with bloggers would be able to help us reach out to an
extensive public, and positively change attitudes. Mommy bloggers would
be an influential way of speaking to parents. Well-known bloggers in the
San Diego area with a large local audience could be given press kits to
help spread the word about the campaign.

Evaluation
To measure the effectiveness of the campaign, we will use the following methods
to evaluate the success of our individual tactics, along with our public relation
objectives:
Conducting a preliminary survey to gauge the support of water reuse in
the San Diego and understanding of the issue. Conduct a follow-up survey
after the campaign the judge the success of the outreach and how many
peoples opinions and awareness of the issue has changed.
Record the number of promotional material that was distributed to local
organizations and media outlets to estimate the possible circulation.
Measure and record community event attendance during local events in
the community. If multiple events are planned, we can evaluate the data to
identify trends and increases of audience attendance.
Measure social media engagement and reach through social media
monitoring tools like Hootsuite to evaluate social media outreach. In
addition, we will utilize Google Analytics to track website visitors, use and
interaction to the campaign website to track user engagement and reach.
Measure media exposure through evaluating the circulation and
readership of major news outlets in which our campaign is mentioned.
Also, we will measure and evaluate the estimated ROI on these media
placements.
Measure message comprehension and retention through the surveys we
conducted before, during and after the campaign.
Appendix 1: Personnel
The following team members were involved with the planning and production of
the Refresh San Diego public relations campaign:
Mary Callie Gisler, Communications Director
Kayla Darrow, Outreach Coordinator
Emily Carey, Media Relations Specialist
Eri Mizobe, Events Coordinator
Appendix 2: Budget

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1acLlcs 8ulld webslLe (refreshsandlego.com)
no cosL, creaLed by 8 Leam $0.00 $0.00 $0.00 $0.00
LsLabllsh soclal medla channels
no cosL, creaLed by 8 Leam $0.00 $0.00 $0.00 $0.00
lLchs for local Mommy 8loggers
no cosL, prepared by 8 Leam $0.00 $0.00 $0.00 $0.00
0#$#"56''049#)#$& :C=CC :C=CC :C=CC :C=CC
+49&%.'049#)#$& :;<=>; ?<@A=< :B<C=CC :DDA=<C
key ubllc Local CovernmenL Cfflcals
0#,$#"56 H$%2'*411),#'$#'.%#6'&"$/",*F%1'&"E"&
1acLlcs Surveys
Survey dlsLrlbuLlon
ress klL:

lacL SheeL
10 [ .02/ea $0.02 $0.20 $0.00 $0.20
news 8elease
10 [ .02/ea $0.02 $0.20 $0.00 $0.20
8rochure on campgln
10 [ .33/ea $0.33 $3.30 $0.00 $3.30
romoLlonal vldeo on uvu
10 [ 2.30/ea $2.30 $23.00 $0.00 $23.00
Campalgn LvenL Calendar
10 [ .03/ea $0.03 $0.30 $0.00 $0.30
ress klL malllng cosLs
10 [ 1.30/ea $1.30 $13.00 $0.00 $13.00
Lmall remlnders campalgn
no CosL $0.00 $0.00 $0.00 $0.00
!"#"$%"&'!()"*"#+ ,-.-- ,--.-/ ,/.// ,--.-/
0()+12'!()"*"#+ ,-.-- ,--.// ,/.// ,--.-/
key ubllc LnvlormenLal Croups
!"3#"%$& 4*++#)*3#"%'"*'%5"%67''*("3%#28
1acLlcs lLch leLLer for collaboraLlon
WrlLLen by 8 Leam $0.00 $0.00 $0.00 $0.00
Malllng for plLch leLLer
3 [ .43/ea $0.43 $2.23 $0.00 $2.23
Lmall remlnders abouL plLches
no cosL $0.00 $0.00 $0.00 $0.00
romoLlonal brochures
300 [ .33/ea $0.33 103 $0.00 $130.00
!"3#$%"9&'!()"*"#+' ,/.:/ ;/<.=> ,/.// ,;>=.=>
0()+12'!()"*"#+ ,/.:/ ;/<.=> ,/.// ,;>=.=>
key ubllc College SLudenLs
!"3#"%$& ?7(2#"1*6'*9'3%2&2+16$'@3*2%AA
4*A"A'7%"#1+%7'#)*B%'16'"8%'CD*2#+'0#3%6"AC'A%2"1*6. .
1acLlcs 1abllng aL local college campuses
8enLal space and equlpmenL
3 [ 30/ea $30.00 130 $0.00 $130.00
1/2 page flyer on campalgn
300 [ .08/ea $0.08 $40.00 $0.00 $40.00
E771"1*6#+'!"3#"%$&'!()"*"#+' ,>/./: ;F/ ,/.// ,;F/.//
!"3#"%$& G%B%+*@'*6+16%'*("3%#28'2#H@#1$6
4*A"A'7%"#1+%7'#)*B%'16'"8%'CD*2#+'0#3%6"AC'A%2"1*6.'E771"1*6#+'2*A"A'162+(7%I
1acLlcs Cnllne vldeo SA compeLlLlon
Soclal medla promoLlon
no cosL $0.00 $0.00 $0.00 $0.00
1-page flyers abouL Lhe compelLlon
300 8/W [ 0.03/ea $0.03 $23.00 $0.00 $23.00
E771"1*6#+'!"3#"%$&'!()"*"#+' ,/.>/ ,=>.// ,/.// ,=>.//
E771"1*6#+'0()+12'!()"*"#+ ,>/.>: =;> ,/.// ,=;>.//
key ubllc Plspanlc opulaLlon
!"3#"%$& ?7(2#"1*6'*9'3%2&2+16$'@3*2%AA
4*A"A'7%"#1+%7'#)*B%'16'"8%'CD*2#+'0#3%6"AC'A%2"1*6.'E771"1*6#+'2*A"A'162+(7%I'
1acLlcs Surveys ln Spanlsh
Survey dlsLrlbuLlon
1ours of waLer recylclng planL

rlnLed lnvaLaLlons for Loursln Spanlsh
2000 [ .2/ea $0.02 $40.00 $0.00 $40.00
lnfo and romoLlon ackeL:
8rochure on recyllng process ln Spanlsh
300 [ .33/ea $0.33 103.00 $0.00 $103.00
!""#$#%&'()*$+'$,-.)*/0$%$'() 12345 678322 12322 1678322
*$+'$,-. 9,:,(%;)%&(#&,)%/$+,'<=)<'>;'#-&
?%@$@)",$'#(,")'0%:,)#&)$=,)AB%<'()C'+,&$@A)@,<$#%&3
!""#$#%&'()*$+'$,-.)*/0$%$'() 12322 12322 12322 12322
*$+'$,-. D%$#:'$,)@/;;%+$)EF)<,(,03),&"%+@,>,&$
1acLlcs 8ook Marlo Lopez for endorsemenL
8ooklng for 3 weeks 30000 30000 10000.00 40000.00
ress releases abouL endoresmenL
30 [ .03/ea $0.03 $2.30 $0.00 $2.30
hone calls abouL endorsemenL
As many as needed - no cosL $0.00 $0.00 $0.00 $0.00
Local news apperances wlLh Lopez
no cosL, earned medla $0.00 $0.00 $0.00 $0.00
Lmall plLches Lo local news ouLleLs
no cosL $0.00 $0.00 $0.00 $0.00
Campalgn blllboard feaLurlng Lopez
laced on ma[or roadway 3000 3000 $0.00 $3,000.00
ress releases abouL press conference
30 [ .03/ea $0.03 $2.30 $0.00 $2.30
LocaLlon for press conference
Local communlLy cenLer 0.00 100.00 $100.00 $0.00
*$+'-,$G.)*/0$%$'() 8422236 84628 62622322 74228322
!""#$#%&'()C/0(#<)*/0$%$'(
8424536 84H82 62622322 74682322
?!DC!IJK)LML!B 8466N34 88687 62582322 777HH368
Appendix 3: Timetable and Calendar

key: reparaLlon LxecuLlon
key ubllcLocal arenLs
6/16 Lo 6/236/23 Lo 6/29 6/30 Lo 7/6 7/7 Lo 7/13 7/14 Lo 7/20 7/21 Lo 7/27 7/28 Lo 8/3 8/4 Lo 8/10 8/11 Lo 8/17 8/18 Lo 8/24 8/23 Lo 8/31 9/1 Lo 9/7 9/8 Lo 8/14
!"#$"%&' ()*+$",-./-0/#%+'+1,.&/2#-+%33
1acLlcs Surveys (prellmlnary and posL research)
WaLer 1asLe 1esLlng LvenL
1abllng aL local k-12 schools
1ours of waLer recycllng planL ln Crange CounLy
lnfo ackeL
8rochure
lreebles (e.g., waLer boLLles, sLlckers, eLc.)
!"#$"%&' 4%5%1-2/-.1,.%/-*"#%$+6/+$72$,&.
1acLlcs 8ulld webslLe (www.refreshsandlego.com)
Launch campalgn hashLag (#8efreshSu)
Lngage and upkeep soclal melda channels
lLch campalgn Lo local Mommy 8loggers
romoLe blog posLs of Local Mommy 8loggers
key ubllcLocal CovernmenL Cfflclals
!"#$"%&' 8$,./3*22-#"/$"/+,"'/1%$)%#36,2/1%5%1
ress klL
lacL SheeL
news 8elease
8rochure
romoLlonal vldeo on uvu
Campalgn LvenL Calendar
key ubllcLnvlronmenLal Croups
!"#$"%&' 9-11$:-#$"%/"-/%;"%.)/7%33$&%/-*"#%$+6
1acLlcs LsLabllsh conLacL and send plLch leLLer
uevelop collaboraLlve parLnershlp for campalgn
ulsLrlbuLe promoLlonal maLerlal Lo groups
key ubllcCollege SLudenLs
!"#$"%&' ()*+$",-./-0/#%+'+1,.&/2#-+%33
1abllng aL local college campuses
lnfo ackeL
8rochure
!"#$"%&' 4%5%1-2/-.1,.%/-*"#%$+6/+$72$,&.
Cnllne vldeo SA compeLlLlon
key ubllcPlspanlc opulaLlon
!"#$"%&' ()*+$",-./-0/#%+'+1,.&/2#-+%33
1abllng aL local k-12 schools
lnfo ackeL
8rochure
!"#$"%&' 4%5%1-2/-.1,.%/-*"#%$+6/+$72$,&.
!"#$"%&' <-",5$"%/3*22-#"/"6#-*&6/+%1%:#,"'/%.)-#3%7%."
1acLlcs lLch Lo Marlo Lopez for campalgn endorsemenL
lan local evenLs and publlc appearances
rovlde endorsemenL and evenL lnfo Lo medla
Arrange and hosL press conference
PosL evenLs and publlc appearances
Appendix 4: Communication Confirmation Table

Key Publics Self-interests Primary Messages Influentials Objectives Strategies Tactics
Parents
Health and
saftey of their
children and
families,
economic costs
1) Waste
water
recycling is a
clean and safe
option
Other
parents,
community
groups,
schools,
churches
1) Increase
knowledge of
the water
purification
proccess by
30%
1) Create
promo
material
Community and
local events to
raise awareness
of the issue and
campaign in the
hopes of making
positive changes
to attitude and
behavior.
2) Waste
water
recycling is
economically
sound and will
save you
money
2) Increase
public
perception of
San Diego's
waste water
use by 15%,
achieve 86%
overall
2) Conduct
an online,
interactive
campaign
primarily
through
social
media
Water taste
testing fairs that
are held on key
dates, such as
holidays
3) Generate
250,000
followers on
Facebook,
Twitter and
YouTube
accounts
Tours of the
Orange County
treatment plants
Promotional
material (print
and digital)
Launch online
campaign
Hold
competitions to
encourage
residents to
learn more
about the waste
water proccess

Collaborate with
bloggers
(mommy
bloggers, social
media savvy
college
students)
College
Students
Social change,
future
economic costs
1) Waste
water is the
safest option
for the
community's
future
Other
students,
teachers,
campus
groups,
media
1) Increase
knowledge of
the water
purification
proccess by
30%
1) Create
promotional
material
Community and
local events to
raise awareness
of the issue and
campaign in the
hopes of making
positive changes
to attitude and
behavior.
2) Waste
water
recycling will
decrease the
amount of city
taxes you will
be required to
pay post
graduation
2) Increase
public
perception of
San Diego's
waste water
use by 15%,
achieve 86%
overall
2) Conduct
an online,
interactive
campaign
primarily
through
social
media
Water taste
testing fairs that
are held on key
dates, such as
holidays
3) Generate
250,000
followers on
Facebook,
Twitter and
YouTube
accounts
Tabling events
at local colleges
Tours of the
Orange County
treatment plants
Promotional
material (print
and digital)
Launch online
campaign

Hold
competitions to
encourage
residents to
learn more
about the waste
water proccess
Collaborate with
bloggers
(mommy
bloggers, social
media savvy
college
students)
Hispanic Population
Economic cost,
safety
1) Waste
water
recycling will
decrease
government
spending on
imported
water and is
the most cost
effective
solution to
water
preservation.
Church
organizatio
ns, jobs,
government
1) Increase
knowledge of
the water
purification
proccess by
30%
1) Create
promotional
material
Community and
local events to
raise awareness
of the issue and
campaign in the
hopes of making
positive changes
to attitude and
behavior.
2) Increase
public
perception of
San Diego's
waste water
use by 15%,
achieve 86%
overall
2) Conduct
an online,
interactive
campaign
primarily
through
social
media
Water taste
testing fairs that
are held on key
dates, such as
holidays
3) Generate
250,000
followers on
Facebook,
Twitter and
YouTube
accounts
Use Hispanic
celebrity
endorsement
from the area
(Mario Lopez)
Tours of the
Orange County
treatment plants
Promotional
material (print
and digital)
Launch online
campaign
Hold
competitions to
encourage
residents to
learn more
about the waste
water proccess
Government Officials
Reputation,
affordability,
public options
1) Because
you are a
public servant
you need to
look out for
the best
interest of the
community at
large
Other
officials,
public
figures,
federal
government
, general
public,
voters
1) Increase
knowledge of
the water
purification
proccess by
30%
1)
Targeting
community
leaders
Use the San
Diego city
calendar to
announce all
events
2) For the
same reason,
it is crucial
you state your
support
2) Increase
public
perception of
San Diego's
waste water
use by 15%,
achieve 86%
overall
Tours of the
Orange County
treatment plants
3) This is the
most
economically
sound solution
3) Earn
endorsement
s and public
statements
of support
Establish
partnerships

Environmental Groups
Safety of the
environment,
support for
change
1) This is the
most
sustainable
and safe
solution for
the San Diego
environment
Other
environmen
tal groups,
governmen
t, activists
1) Increase
knowledge of
the water
purification
proccess by
30%
1)
Targeting
community
leaders
Launch online
campaign
2) Increase
public
perception of
San Diego's
waste water
use by 15%,
achieve 86%
overall
2)
Collaborate
with
environmen
tal groups
Hold
competitions to
encourage
residents to
learn more
about the waste
water proccess
3) Earn
endorsement
s and public
statements
of support
Establish
partnerships
Appendix 5: References

City of San Diego. (2012). Recycled Water Study. Retrieved from
https://www.sandiego.gov/water/pdf/waterreuse/2012/recycledfinaldraft120510.pdf



Jhina, A., Hoyt, D., & Shotts, K. (2012). Wastewater Recycling: Public Relations for a
Controversial Technology. Howard Business Review Case Studies, Stanford Graduate
School of Business, 1.





Sheehan, L. (2009). Summary of Costs and Benefits of Water Supply Alternatives.
California Coastkeeper Alliance, 2. Retrieved from
http://www.cacoastkeeper.org/document/ccka-water-supply-strategies---costs-and-
benefits.pdf

Salas, D. (2012, December 7). The Cost of Desalinated Water: San Diego Explained.
Voice of San Diego. Retrieved from:
http://www.voiceofsandiego.org/economy/article_40cda1d8-40d0-11e2-af4f-
001a4bcf887a.html



Rea & Parker Research. (2012). San Diego County Water Authority 2012 Public Opinion
Poll Report. Retrieved from http://www.sdcwa.org/sites/default/files/files/news-
center/2012-survey-report.pdf

Menegaki , A., Mellon , R., Vrentzou, A., Koumakis, G., & Tsagarakis, K. (2008). What's
in a Name: Framing Treated Wastewater as Recycled Water Increases Willingness to
Use and Willingness to Pay. Journal of Economic Psychology, 30, 285-292.

US Census. (2011). San Diego County, California. Retrieved from
http://quickfacts.census.gov/qfd/states/06/06073.html

US Census. (2011). San Diego County, California. Retrieved from
http://quickfacts.census.gov/qfd/states/06/06073.html

CPI. (2012). Poverty, Earnings and Income in San Diego County 2011. Retrieved from
http://onlinecpi.org/wp-content/uploads/2012/09/Poverty_Template_FINAL.pdf

US Census. (2005). American Fact Finder. Retrieved from:
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_
05_EST_B09003&prodType=table

City of San Diego. (2011). Economic Development: Education. Retrieved from:
http://www.sandiego.gov/economic-development/sandiego/education.shtml

Brennan, D. (2013, April 29). Tide Turns in Favor of Recycling Wastewater. U-T San
Diego. Retrieved from: http://www.utsandiego.com/news/2013/Apr/29/tp-tide-turns-in-
favor-of-recycling-wastewater/all/

Halverstadt, L. (2012, October 3). Did Congressman Sewage Save Billions? Fact
Check. Message posted to http://www.voiceofsandiego.org/fact/article_5f9ed7cc-0db2-
11e2-b3d1-0019bb2963f4.html

Brennan, D. (2013, April 29). Tide Turns in Favor of Recycling Wastewater. U-T San
Diego. Retrieved from: http://www.utsandiego.com/news/2013/Apr/29/tp-tide-turns-in-
favor-of-recycling-wastewater/all/

CSUN. (2004). Framing and Framing Theory. Retrieved from:
http://www.csun.edu/~rk33883/Framing%20Theory%20Lecture%20Ubertopic.htm

City of San Diego. (2013). Mayor Bob Filner. Retrieved from
http://www.sandiego.gov/mayor/index.shtml.

City of San Diego. (2013). Planning Division. Retreved from
http://www.sandiego.gov/planning/community/cpg/agendas.shtml.

Citiy of San Diego. (2013). Water - Public Utilities. Retrieved from
http://www.sandiego.gov/water/recycled/.

Surfrider Foundation. (2013). Surfrider San Diego Chapter. Retrieved from
http://sandiego.surfrider.org/.

San Diego Environmental Professionals. (2013). About Us. Retrieved from
http://www.sdep.org/Default.aspx?pageId=217487.

San Diego Tourism Authority. (2013). List of San Diego Universities and Colleges.
Retrieved from http://www.sandiego.org/articles/san-diego-universities-and-
colleges.aspx.

US Census. (2012). San Diego County QuickFacts. Retrieved from
http://quickfacts.census.gov/qfd/states/06/06073.html.

Census on Policy Initiatives. (2011). Poverty, Earnings and Income from San Diego
County 2011. Retrieved from http://onlinecpi.org/wp-
content/uploads/2012/09/Poverty_Template_FINAL.pdf.

San Diego County Water Authority. (2012). 2012 Public Opinion Poll Report. Retrieved
from http://www.sdcwa.org/sites/default/files/files/news-center/2012-survey-report.pdf.

World Wildlife Fund. (2013). Freshwater: whats at stake, what were missing, what were
losing, what its worth. Retrieved from
http://wwf.panda.org/about_our_earth/about_freshwater/importance_value/.

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