1. www.emwd.org 1 EASTERN MUNICIPAL WATER DISTRICT Marketing and Branding Adaptation Update Roxanne Rountree Senior Public Affairs Officer September 16, 2015

2. www.emwd.org 2 Presentation Topics Addison Whitney Overview Sequence of Task Phases Next Steps Timeline

3. www.emwd.org 3 Addison Whitney Addison Whitney was founded in 1991. Global Branding Firm with offices in Seattle, Charlotte, New York, London, Munich and Tokyo. Expertise: Brand Strategy, Verbal Branding, Visual branding, and Market Research. Clients include: Exxon Mobil, Microsoft, Proctor & Gamble, Cadillac, and more.

4. www.emwd.org 4 Branding Objectives The objective is to develop a clear, strong, and resilient brand identity that represents the varied attributes of EMWD’s services. The resulting brand messaging will support these seven standards: o Collaboration and Transparency o Sound Planning and Appropriate Investment o Highly Reliable Water, Recycled Water and Wastewater Service o High Quality Water and Protecting Public Health and the Environment o Infrastructure Reliability o Superior Customer Service o Fiscally Responsible, Efficient The branding portion will identify short and long term strategies and tactics for communicating the standards to EMWD’s key stakeholders and customers.

5. www.emwd.org 5 Project Tasks Task 4 Draft Report & Presentation Draft Report Committee & Board Presentation Task 3 Strategy Brand Implementation Brand Implementation Draft Plan Brand Tracking Recommendation Task 2 Branding & Message Development Brand Positioning Development Brand Definition Workshop Brand Positioning Refinement Brand Messaging Creative Strategy Workshop & Report Tagline Development Logo Design Visual System Design Visual Branding Elements Design Visual Brand Standards Brand Guidelines Task 1 Research & Foundation Project Preparation & Information Review Kickoff Meeting Brand Audit In-Depth Interviews Brand Discovery Workshop Brand Discovery Findings

6. www.emwd.org 6 Task One – Research & Foundation Project Preparation and Information Review – COMPLETE Kick-off Meeting – COMPLETE Brand Audit – COMPLETE In-Depth Interviews – COMPLETE o Board Members: David Slawson, Ron Sullivan, Joe Kuebler, Phil Paule, Randy Record o Staff: Paul Jones, Debby Cherney, Joe Mouawad, Jeff Wall, Maria Sambito, Laura Zamora, John Dotinga, Sheila Zelaya, Paul Lipiarski, John Ward, Steve Shockey

7. www.emwd.org 7 Task One – Research & Foundation Brand Discovery & Creative Workshop – Scheduled for 9-17-15 o Onsite workshop conducted by Addison Whitney. Staff members will participate and discuss findings from the brand discovery process and in-depth interviews. o Attributes and benefits will be considered and will identify the current strengths and challenges of the current brand positioning. o Staff will be lead through a series of creative exercises to ideate the current and ideal brand identity, including functional and emotional benefits and brand personality. o Creative Portion- This will identify creative direction for the development of the following: Tagline Development Casual Logo Development Visual System Design Visual Branding Elements

8. www.emwd.org 8 Task Two – Branding and Message Development Positioning and Definition Workshop o This workshop will discuss the findings of Task 1 and what captures our target audience, what they need, what we deliver and how we bring it to life. Brand Discovery Findings o Addison Whitney will provide a presentation to discuss all information that was captured during Task One. o Presentation will be shared with Executive Staff and Board.

9. www.emwd.org 9 Task Three – Brand Implementation Present Implementation Strategy o This plan provides guidance on introducing the new brand and visual branding elements which the District can build marketing and advertising campaigns around. Brand Tracking Recommendation o The success of a brand cannot be measured in a week, a month or a year; it can take years to build a brand, and establish the desired associations. To gauge progress, Addison Whitney will provide a targeted brand tracking study. This study is designed to evaluate brand perceptions held by members of the District’s target audience, and will track the equity of the District brand over time.

10. www.emwd.org 10 Task Four – Draft Report & Presentations Draft Report o Addison Whitney will provide the District team with a draft report, which will capture all of the processes and deliverables completed during the course of the engagement. Board Committee and Full Board Meeting o Addison Whitney will develop and present a review of project processes, deliverables and outcomes to the Committee and the Board. o This presentation will bring the information in the Draft Report to life, and will showcase the project steps, deliverables and outcomes.

11. www.emwd.org 11 Timeline

12. www.emwd.org 12 Contact Information EASTERN MUNICIPAL WATER DISTRICT www.emwd.org Roxanne Rountree Senior Public Affairs Officer (951) 928-3777 ext. 4391 rountrer@emwd.org