THE REGIONAL BUILDING . 723 WOODLAKE DRIVE . CHESAPEAKE, VIRGINIA 23320 . (757) 420-8300 May 20, 2021 Memorandum #2021-83 TO: askHRgreen.org Water Awareness Subcommittee BY: Katie Cullipher, Principal Environmental Education Planner RE: askHRgreen.org: Water Awareness Subcommittee – May 27, 2021 The next meeting of the askHRgreen.org Water Awareness Subcommittee will be held on Thursday, May 27, 2021 at 9:30 a.m. Pursuant to the declared state of emergency in the Commonwealth of Virginia in response to the COVID-19 pandemic and to protect the public health and safety of the Subcommittee members, staff, and the general public, the askHRgreen.org Water Awareness Subcommittee meeting will be held electronically via Zoom. Participants can join the meeting using the following credentials: Join by computer: https://us02web.zoom.us/j/84362691448?pwd=S0t1M1lhTGdWMHJ5eVRJTFI2UHdvdz09 -or- Join by phone: 1-301-715-8592 Meeting ID: 843 6269 1448 Passcode: 843201 In the event you are unable to attend, please let us know. Comments and suggestions based on this agenda package are welcome. The Agenda for the meeting is as follows: 1. Meeting Summary The meeting summary from April is attached for review and approval. Attachment 1 Action: Approve the meeting summary. 2. askHRgreen.org Event Schedule The current listing of events is as follows: 6/16 HRSD Woodstock Park Project Virginia Beach 9/16-19 Isle of Wight County Fair Windsor 10/6-1 Peanut Festival Suffolk ROBERT A. CRUM, JR., EXECUTIVE DIRECTOR/SECRETARY ANDRIA P. McCLELLAN, CHAIR ‧ DAVID JENKINS, VICE-CHAIR ‧ RANDY R. KEATON, TREASURER
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THE REGIONAL BUILDING . 723 WOODLAKE DRIVE . CHESAPEAKE, VIRGINIA 23320 . (757) 420-8300
May 20, 2021 Memorandum #2021-83 TO: askHRgreen.org Water Awareness Subcommittee BY: Katie Cullipher, Principal Environmental Education Planner
RE: askHRgreen.org: Water Awareness Subcommittee – May 27, 2021
The next meeting of the askHRgreen.org Water Awareness Subcommittee will be held on Thursday, May 27, 2021 at 9:30 a.m. Pursuant to the declared state of emergency in the Commonwealth of Virginia in response to the COVID-19 pandemic and to protect the public health and safety of the Subcommittee members, staff, and the general public, the askHRgreen.org Water Awareness Subcommittee meeting will be held electronically via Zoom. Participants can join the meeting using the following credentials: Join by computer:
In the event you are unable to attend, please let us know. Comments and suggestions based on this agenda package are welcome. The Agenda for the meeting is as follows: 1. Meeting Summary
The meeting summary from April is attached for review and approval. Attachment 1
Action: Approve the meeting summary.
2. askHRgreen.org Event Schedule
The current listing of events is as follows: 6/16 HRSD Woodstock Park Project Virginia Beach
9/16-19 Isle of Wight County Fair Windsor
10/6-1 Peanut Festival Suffolk
ROBERT A. CRUM, JR., EXECUTIVE DIRECTOR/SECRETARY
ANDRIA P. McCLELLAN, CHAIR ‧ DAVID JENKINS, VICE-CHAIR ‧ RANDY R. KEATON, TREASURER
3. Media Campaigns and Promotions The Committee will continue discussion of the FY21 media campaigns and promotions.
• Imagine a Day Without Water paid media campaign (October) – existing + new creative - COMPLETED
• Fixing Leaks paid media campaign (March 15-21) – existing creative – COMPLETED. The Committee will review the campaign summary report.
• Value of Water paid media campaign (May 3-9) – HRPDC staff will provide a summary report as soon as it is available.
• April Showers Rain Barrel promotion – HRPDC staff will provide a summary of this social media promotion.
• Annual Drinking Water & Wastewater Professionals Day (June 30) – The Committee should continue discussing promotional opportunities in support of this annual day of recognition: potential for an op-ed and promoting the new :30 video created for Drinking Water Week.
• “Work for Water” Video – The Committee should continue discussing options for this new production.
• askHRgreen social media branding campaign – ongoing
Action: Based on discussion.
4. Printing & Promotional Items Committee members should review quotes for stainless steel straws with carrying pouches and bamboo toothbrushes. Committee member should make arrangements with HRPDC staff to pick up any needed supplies (water bottle stickers, seed bookmarks, skoy cloths, Green Learning Guides, etc.) as needed. Action: Based on discussion.
5. Roundtable Committee members should provide any updates or news from their local programs and discuss ongoing messaging in response to the COVID-19 pandemic. Action: Based on discussion.
6. Staff Reports The current FY21 budget is attached for review. The Digital Marketing Report from April is attached for review.
Attachment 6A, 6B Action: Based on discussion. Next Meeting: The next meeting is scheduled for Thursday, June 24, 2021 at 9:30am.
askHRgreen.org | Water Awareness Committee Meeting Summary Thursday, April 22, 2021
To protect the public health and safety of the Committee members and staff, the askHRgreen.org Water Awareness Committee meeting was held electronically via WebEx. A recording of the meeting is available upon request.
Attendees:Laura Tworek, VB Cyndi Masterstaff, NN Tamara Clore, SU Rachael Gaul, NO
1. Meeting SummaryThe March meeting summary was accepted without changes.
Action: Summary approved.
2. askHRgreen.org Event Schedule
The current listing of outreach events is as follows:
5/15 Fix-it Fair Chesapeake
6/16 HRSD Woodstock Park Project Virginia Beach
9/16-19 Isle of Wight County Fair Windsor
10/7-10 Peanut Festival Suffolk
Earth Day Market on April 18th at Pembroke Mall was well attended.
HRPDC staff will coordinate with Newport News Waterworks on restocking the
askHRgreen.org trailer. Newport News also needs additional landscape guides, rack
cards, and brochures for local outreach.
Cigarette litter prevention project launching next week. Program includes large scale
cigarette butt models and a cigarette receptacle grant program for businesses to add
ash receptacles to their establishments. 100 receptacles are available for the
program.
Action: Committee members should reserve the trailer for any upcoming events.
3. Media Campaigns & PromotionsThe following media and promotional campaigns are planned for this fiscal year:
• Imagine a Day Without Water paid media campaign (October) – existing +new creative - COMPLETED
• Fixing Leaks paid media campaign (March) – existing creative - COMPLETED○ The Committee reviewed the campaign summary report. Campaign
Attachment 1
included participation in Arlo’s Shed promotion by donating a rain barrel and gift bag to the prize package.
• April Showers Rain Barrel promotion - HRPDC staff have been promoting therain barrel giveaway on social media during the month of April. Thepromotion has had over 300 signups for the enewsletter through thepromotion. The City of Newport News sharing the promotion on social mediaprovided a big increase in entries. To date, two rain barrels have been givenaway. Two more winners will be selected by the end of April.
• Value of Water paid media campaign (May 3-9)○ The Committee discussed the new creative which was provided for
review via email. The collage format was selected over the slideshowformat.
○ Discussed Drinking Water Week promotion▪ askHRgreen could do a stainless steel straw giveaway on
Facebook since the straw is easy to mail to winners▪ Virginia Beach is doing a grab and go lunch for staff▪ Other ideas discussed included: poster templates from fall
campaign are available to use in recognizing staff, employeerecognition raffle, social media recognition of staff or projects
• Virginia Drinking Water & Wastewater Professionals Day (June 30)○ The Committee can promote the new creative used during Drinking
Water Week.○ Opportunity to develop an op-ed recognizing the region’s water
workers.○ May incorporate “Work for Water” recruitment messaging
• Work for Water campaign - HRPDC staff have discussed project with RCS andshared script from Newport News Waterworks recruitment video. Committeemembers should help identify different job categories and priorities forhighlighting difficult to recruit/retain positions.
• askHRgreen social media branding campaign – ongoing○ Infrastructure Week (May 10-14) can be supported through use of
video assets in social media branding campaign
Action: Committee members should help identify different job categories and priorities for Work for Water campaign.
4. Printing & Promotional ItemsThe following items are available for pickup: water bottle stickers, seed bookmarks,and skoy cloths. Inventory for stainless steel straws is low. There is about $13,000available in the promotional item budget to support any outreach events or specialpromotions the Committee would like to pursue.
The Committee requested quotes for stainless steel straws with a carrying pouch and bamboo toothbrushes.
Action: HRPDC staff will get quotes for stainless steel straws and bamboo toothbrushes.
Attachment 1
5. Roundtable• Norfolk - This will be Rachael Gaul’s last meeting with the Committee as she
has accepted a new position, Norfolk Public Utilities is currently advertisingher position.
• Virginia Beach - staff is back in the office full-time in new office space• Newport News - staff is still working remotely, ordering decals for AMI water
meters (must withstand the sun and being submerged in water), AMI meterinstallations underway in the Oyster Point/Christopher Newport area, SmartEnergy Water (SEW) portal upgrade, maps projects for planned/unplannedoutages and AMI replacement schedule
• Updates to COVID Utility Relief program - HRSD is not promoting theavailability of funds but others are still accepting applications. Committeemembers should update program details as needed.
Action: None.
6. Staff ReportsBudget
• The FY21 budget was provided for review.• The FY22 draft budget was provided for review and approved by the
Committee.
Digital Marketing Report - HRPDC staff reviewed the March Digital Marketing report.
Help 2 Others - HRPDC staff will be meeting with the Directors of Utilities to discuss next steps from the H2O All Hands meeting. Opportunities to be addressed include increasing the program cap of $250 to $400-$500 (working with HRSD on reviewing average balances to determine reasonable amount), new donation process for mail in donations (possibly discontinuing envelopes and replacing with plain insert due to cost - approximately $11,000 to provide each round of envelope inserts), and increasing frequency of allocations from quarterly to every other month to help assist localities that exhaust their funds quickly.
Action: HRPDC staff will discuss Help 2 Others changes with Directors of Utilities.
The next committee meeting is scheduled for Thursday, May 27, 2021.
In April, we saw a dramatic increase inMonthly Users and monthly new users! Ourgoogle/organic tra�c once again dominatedall other tra�c sources, followed by directtra�c.
___________________________________________
Our Google and direct tra�c remained our two biggestdrivers to the site, followed by our PPC/wtkr sources. Wewill continue to keep an eye on what drives our site tra�c.Users Users (previous year)
Jan 2021Feb 2021
Mar 2021Apr 2021
May 2021Jun 2021
Jul 2021Aug 2021
Sep 2021Oct 2021
Nov 2021Dec 2021
0
5K
10K
15K
20202021
Attachment 6B
Top Pages Pageviews % Δ
/50-ways-to-celebrate-e… 7,219 1,346.7%
/ 768 -2.4%
/events-happenings/ 568 91.2%
/gtk-gtd/recycling-look… 435 145.8%
/gtk-gtd/lawn-garden-b… 414 181.6%
/gtk-gtd/soil-testing/ 314 182.9%
/gtk-gtd/plant-native-pl… 261 401.9%
/how-to-add-compost-t… 251 58.9%
/gtk-gtd/illegal-dumpin… 232 10.5%
/algae-lets-get-rid-scum/ 231 72.4%
▼ Avg. Session Duration
00:00:47-8.3%
Pages / Session
1.27-9.1%
333 1,1351,1351,135
City Visits
Virginia Beach 1,292
(not set) 754
Newport News 573
Chesapeake 490
Norfolk 433
▼
desktopmobiletablet
46.1% 51.2%
NOTES & ANALYSIS
In April, we drove tra�c to our "50 ways to celebrateearth day" page, which is very clear in our 1,346%increase in page tra�c.
Our mobile-to-desktop ratio has leaned more towarddesktop, with desktop leading mobile by a roughly 5%difference.
WEBSITE ENGAGEMENT Apr 1, 2021 - Apr 30, 2021 ▼
Attachment 6B
Post Engagement
May 1, 2020Jun 1, 2020
Jul 1, 2020Aug 1, 2020
Sep 1, 2020Oct 1, 2020
Nov 1, 2020Dec 1, 2020
Jan 1, 2021Feb 1, 2021
Mar 1, 2021Apr 1, 2021
0
10K
20K
30K
2,344 2,038
29,368
4,380 2,1016,176
3,095 702 1,062 2,729 4,292 1,939
Total Page Followers
May 1, 2020Jun 1, 2020
Jul 1, 2020Aug 1, 2020
Sep 1, 2020Oct 1, 2020
Nov 1, 2020Dec 1, 2020
Jan 1, 2021Feb 1, 2021
Mar 1, 2021Apr 1, 2021
0
1K
2K
3K
2,711 2,817 2,7352,490 2,491
2,853 2,863 2,864 2,869 2,884 2,918 2,926
NOTES & ANALYSIS
Total Page followersincreased by 8 duringApril._________________________There were 32 organicposts in April.
The organic post fromApril 5th had the highestnumber of engagementswith a total of 287 clicks,comments and shares.
In April, our top performingorganic post of the month was theEarth Month rain barrel giveawaypost.
SOCIAL MEDIA / FacebookMay include Organic & Paid Tra�c
Reach
May 1, 2020Jun 1, 2020
Jul 1, 2020Aug 1, 2020
Sep 1, 2020Oct 1, 2020
Nov 1, 2020Dec 1, 2020
Jan 1, 2021Feb 1, 2021
Mar 1, 2021Apr 1, 2021
0
200K
400K
600K
279,784208,309
542,882
80,636 241,097 194,631 187,359134,928
204,544 155,939222,224 186,878
Attachment 6B
Campaign Name Starts Ends Reach Impressions Total Engagements Engagement Rate
Our Facebook and Instagram ads reached over 302K users during April. (Compare this to the 298K users reached during March.)Considering the majority of our ads in April were focused on ending cigarette butt litter and Earth Day, the increased reach isalways welcome!
Apr 1, 2021 - Apr 30, 2021 ▼SOCIAL MEDIA / FacebookPaid Media Results
Attachment 6B
Apr 1, 2021 - Apr 30, 2021 ▼SOCIAL MEDIA / FacebookPaid Social Media Posts
NOTES
Above are the paid social media posts for the month of April in order by date.
The following pages are the paid media results, year-to-date. Highlighted are any posts with an engagement rate of over 0.20%.This is the better metric to watch, as opposed to just raw engagements.
Attachment 6B
Colu… Campaign Name Starts Ends Reach Impressions Total Engagements Engagement Rate
1. 36 ASK: 2020 08 Week 2 Post 2 Aug 11, 2020 Aug 15, 2020 41,611 41,742 12 0.03%
2. 37 ASK: 2020 08 Week 4 Post 1 Aug 24, 2020 Aug 29, 2020 44,145 4,326 19 0.44%
3. 38 ASK: 2020 08 Week 1 Post 2 Aug 3, 2020 Aug 7, 2020 55,129 55,129 19 0.03%
In April, we gained 15 newfollowers._________________________
There were 10 organicposts during April. The postwith the most engagementwas from April 26th thatreceived 14 engagements.
SOCIAL MEDIA / InstagramMay include Organic & Paid Tra�c
Follow Growth
May 1, 2020Jun 1, 2020
Jul 1, 2020Aug 1, 2020
Sep 1, 2020Oct 1, 2020
Nov 1, 2020Dec 1, 2020
Jan 1, 2021Feb 1, 2021
Mar 1, 2021Apr 1, 2021
0
10
20
14 13
7 8
19
4 41 5
17 16
7
Attachment 6B
NOTES & ANALYSIS
During April, we sawaskhrgreen, ask hr greenand askhrgreen.org ascommon search queriesonce again. April's Google MyBusiness posting was oneof our garden-focusedposts that received 3views.
Google My Business
Queries Users
1. askhrgreen 105
2. Newport News environmental waste null
3. askhrgreen.org null
4. can you recycle bottles and cans for… null
5. ask hr green null
6. grass�eld rowing club null
7. environmental organizations near … null
8. donate used electronics near me null
9. Virginia eco friendly stores null
10. 2021 shred events near me null
▼
Post Views
1. Garden Design Inspiration 3
▼
March 1 - 31, 2021
Attachm
ent 6B
NOTES & ANALYSIS
Our March/April email had a better click-through rate than our February email (6.1%) As a reminder, we are now able to resend to those on our list who haven't yet opened theemail; we are seeing the impact of that additional exposure as the last three issues with "resends" have had consistently higher open rates. The general average open rate foremails in all industries is 16.03% per Constant Contact. Also, we are sending emails out on days and at times that have shown to perform the best. (For 2021, stats show thatsending out on Tuesdays and Thursdays at 8am, 1pm, and 5pm perform the best; we sent/resent our March-April issue on a Tuesday at 1pm.)