San Diego County Water Authority

GOAL

San Diego County Water Authority (SDCWA) tasked Ark Marketing with implementing a market-wide media plan to support their “Brought to You by Water” campaign to highlight the importance of water to San Diego County residents and businesses.

CAMPAIGN STRATEGY

Ark Marketing developed a multi-faceted digital and social media campaign with a retargeting component to educate, engage and drive traffic to the SDCWA “Brought to You by Water” landing page. Utilizing video and audio footage of Jon Foreman interviewing a variety of SDCWA employees, the campaign was able to reach the audience via OTT+, Streaming Radio, Facebook, YouTube/TrueView, PPC, Banner Ads, Social Media, and Content Marketing.

OUTCOME

The 6-month campaign delivered SDCWA’s message to over 4,800,000 viewers and listeners. Ark Marketing over-delivered by almost a half-million Impressions. Some highlights of the campaign include:

• Mobile and Targeted Display exceeded the industry display advertising standard
• Video Display had very high click through rates (3.86%) showing that the message was well received
• Email and Retargeting campaigns had an overall open rate of 18.69%, which was well over the guaranteed 10% open rate
• OTT+ Premium Campaign performed well receiving a full video complete rate (VCR) of 84.1%
• Significant engagement on all San Diego County Water Authority social media accounts

Digital
Campaign