City of Santa Rosa: Streets to Creeks Campaign

“Ours To Protect”

ABOUT THE CAMPAIGN

We worked with the City of Santa Rosa Water to develop the name, branding and the campaign to promote the Streets to Creeks program, so this is definitely our baby. July of 2023 marks the beginning of our fifth year with TIV Branding leading this campaign.

Since its inception, the campaign has evolved as we’ve learned from digital metrics and engagement and adjusted accordingly. Whether using highly targeted zip code specific campaigns or broader messaging, the audience has proven interested in the campaign as a whole with the third year showing a substantial uptick in engagement. Web-based tools with a focus on engagement are the focus of the future of the Streets to Creeks campaign as we look at expanding our reach beyond the Russian River Watershed.

We are proud to announce that the Streets to Creeks campaign has been honored by the California Stormwater Quality Association with the 2023 Outstanding Public Outreach / Engagement Project or Program Award! Learn more about this statewide professional member association here.

RESULTS

SINCE AUGUST OF 2019
70+ MILLION IMPRESSIONS
300,000+ ENGAGEMENTS

OUR AUDIENCE AND HOW WE CONNECT

Our audience for the Streets to Creeks campaign is fairly straightforward: All residents of the watershed. However, reaching the audience and educating them about the importance of the creek has been more complex. We’ve employed a traditional sales funnel approach starting with awareness, moving to interest and now we’ve arrived at decision and action.

TACTICS WE USE

The Streets to Creeks campaign utilizes social media, digital ad platforms such as Google and YouTube as well as traditional platforms.

BRANDING >

BRANDING

  • AUDIENCE RESEARCH
  • STREETS TO CREEKS BRANDING DEVELOPED FOR 2019 CAMPAIGN
  • LOGO UPDATED USING THE WELL- KNOWN STORM DRAIN PLACKARD
MESSAGING >

CAMPAIGN MESSAGING

  • DEVELOPMENT OF PRIMARY CAMPAIGN MESSAGING & SUPPORT PHRASES
  • A/B TESTING TO LEARN WHAT RESONATES WITH AUDIENCE
  • CREATION OF SUPPORT COPY TO REINFORCE THE CAMPAIGN GOALS AND DRIVE ENGAGEMENT
DESIGN >

CAMPAIGN DESIGN

  • DESIGN OF ICONIC AND HIGHLY RECOGNIZABLE IMAGERY
  • LOOK & FEEL TO REINFORCE THE BEAUTY OF THE CREEKS
  • EXTENSION TO ALL AREAS OF CAMPAIGN
WEBSITE >

WEBSITE

  • DESIGN & DEVELOPMENT OF FULLY RESPONSIVE WEBSITE
  • DEVELOP PLAN FOR CURRENT & FUTURE EXPANDED CONTENT
  • LANDING PAGE SYSTEM TO SUPPORT ALL DIGITAL MARKETING
PRINT >

PRINT

  • DESIGN PRINT COMPONENT TO SUPPORT DIGITAL PUSH
  • EXTEND LOOK & FEEL TO ALL PRINTED EDUCATIONAL MATERIALS
DIGITAL >

DIGITAL ADVERTISING

  • STRATEGY, DESIGN & IMPLEMENTATION OF FULLY INTEGRATED DIGITAL CAMPAIGN
  • A/B TESTING TO EXPLORE & DEFINE CAMPAIGN MESSAGING
SOCIAL >

SOCIAL STRATEGY

  • STRATEGY, DESIGN & IMPLEMENTATION OF SOCIAL CAMPAIGN
  • DEVELOPMENT OF EDUCATIONAL GRAPHICS TO ENCOURAGE CHANGE
  • EDUCATION FOCUS
EDUCATION >

CREEK PROTECTORS

  • STRATEGY, DESIGN & IMPLEMENTATION OF YOUTH EDUCATION CAMPAIGN
  • PRINTED ACTIVITY BOOKS & REWARD SYSTEM TO BUILD FUTURE BRAND ADVOCATES
BEYOND >

LOGO TEE

  • CREATION OF ILLUSTRATION APPROACH FOR APPAREL
  • GIVEN TO PARTNERS WITH EASILY CUSTOMIZABLE OPTIONS