Agenda Number 9.

CONTACT: Kathryn B. Royer (623) 869-2390 kroyer@cap-az.com MEETING DATE: January 7, 2016 AGENDA ITEM: Report on 2016 Central Arizona Project Communications Plan LINKAGE TO STRATEGIC PLAN, POLICY, STATUTE OR GUIDING PRINCIPLE

• CAWCD Board of Directors 2010 Strategic Plan o Leadership and Public Trust: Board Leadership o Image/Education/Knowledge and Visibility at CAP

PREVIOUS BOARD ACTION/ACTIVITY:

• September 3, 2015 - Public Relations and Media Outreach: August-December, 2015

• June 4, 2015 - CAP Celebrates 30 Years of Colorado River Water Deliveries • April 3, 2014 - Report on 2014 Communications and Community Outreach and

CAP Celebrates 20th Anniversary of Lake Pleasant Storage Reservoir • September 5, 2013 - CAP/Udall Foundation Native American Scholarship

Program • February 7, 2013 - EPA Proposed Federal Implementation Plan/Navajo

Generating Station, Communications Update • October 4, 2012 - Communications Plan Regarding EPA Ruling on Navajo

Generating Station • May 3, 2012 - Report on Communications Strategies, Key Messages and

Organizational Branding Efforts • October 6, 2011 - Report on Communications and Community Outreach

Activities ISSUE SUMMARY/DESCRIPTION: The Communications and Public Affairs Group conducts strategic public relations, media, business, community and employee communications programs to increase knowledge, awareness and recognition of CAP, its leadership and management of central and southern Arizona's Colorado River supplies, and the critical value of those resources to the state of Arizona and the southwest region. Its scope and responsibilities include:

• Public trust, awareness and visibility: Build and enhance the understanding of CAP's mission and vision to customers and stakeholders, community and business leaders, the media, educators and the general public regarding its leadership and management of Colorado River water supplies and its collaborative role in statewide and regional water and power issues.

• Expertise and leadership: Increase Board and stakeholder interaction by further developing and identifying public speaking opportunities, public presentations, conferences, events, symposiums and water forums to foster more accurate and better informed perceptions of CAP, its Board of Directors, and the status of Colorado River water supplies to the state. Identify and develop opportunities for involvement in business and community leadership organizations.

• Issues management: Create and execute multi-level strategic communications campaigns on drought management, shortage sharing, structural deficit, conservation programs and awareness, new water supplies, and regulatory and legislative impacts on power supplies, among other critical issues.

• Emerging technologies: Improve design and navigation capabilities of CAP websites regarding prominent business objectives, issues of interest and organizational priorities and responsibilities. Raise awareness of CAP’s social media sites and increase CAP's blog reach to strategically build followers, fans and connections across social media platforms.

• Commitment to our communities: Develop and distribute educational outreach and curriculum materials for K-12. Partner with universities and the Department of Education to offer online continuing education for teachers. Provide community investment grants related to water and environmental education and water research awards to university students.

• Strategic internal communications: Provide in-depth, multi-media information to all employees to enhance their understanding and fully engage in the business of CAP.

• Diversity and culture among employees: Participate in and support new and ongoing programs to encourage and accept diversity in the workplace. Publicly recognize employee-volunteer efforts in the communities we serve.

SCHEDULED FOR BOARD ACTION. Information Brief to update the Board on 2016 Central Arizona Project Communications Plan, including Mission, Goals, Objectives, Target Audiences, Strategies, Tactics and Key Messages. No Board action required.

Communications MissionConduct strategic public relations, media, business, community and employee communications programs to increase knowledge, awareness and recognition of CAP and its leadership and management of central and southern Arizona’s Colorado River supplies.

GoalInform the public about CAP’s long-term water resource planning and leadership, and how CAP is a collaborative, innovative leader in the management and the delivery of water to Central and Southern Arizona which enhances the state’s economy and quality of life...

ObjectiveTo build and increase awareness of CAP’s past and present initiatives in water management that provide businesses and residents a greater level of confidence in Arizona’s current water supply, and foster support for programs that CAP and its partners are developing to secure Arizona’s water supply for the future.

Target Audiences• General public in CAP’s three-county

service area• Customers and stakeholders• Community opinion leaders• Leadership organizations• Business leadership groups• Water industry professionals locally,

regionally and nationally• Media representatives - print, television,

radio and digital

• Followers from across social media platforms

• University faculty and students• Millennial generation • K-12 teachers and students• Hispanic & Native American audiences• CAGRD community residents and

homeowners associations• Elected and appointed officials – city,

state, regional, Congressional

Strategies• Targeted strategic communications

campaigns for time-senstive, critical issues• Collaborative and ongoing alliances

with State of Arizona, customers and stakeholders

• Proactive media relations• Comprehensive public affairs programs

and presentations• Innovative technologies, website content

management and social media

• Expanded understanding of CAP issues through K-12 educational programs and partnerships with universities and the Department of Education

• Leveraged visibility in the community by participating in or hosting events, conferences, seminars, programs and targeted sponsorships

2016 CAP Communications Plan

Agenda Number 9. Attachment 1.

Tactics• Earned Media

» Seek publication of CAP-written editorials and articles

» Promote editorials and news stories by local, regional and national media

» Actively seek and coordinate interviews with CAP Board members and senior staff

» Develop and broadcast media releases at appropriate milestones•

• Paid Media» Produce Public Service

Announcements to be aired on Arizona TV stations

» Seek shared voice partnerships to leverage allocated budget dollars

» Develop and place announcements/ads on social media and e-media sites

» Produce new CAP videos

• Digital Media » Develop and disseminate select

messaging via CAP website and social media outlets

» Seek partnerships and reciprocal promotions on other outlets

» Produce, post and widely distribute links to CAP video and PSAs

» Produce and promote CAP Channel interviews

• Community Outreach » Actively seek opportunities for

presentations and tours for community, business, social and other interest groups

» Produce presentations for delivery at water conferences, meetings and other professional venues

» Produce informational materials/infographics for distribution to general audiences

» Leverage existing memberships and sponsorships to pursue increase visibility and presence of CAP

» Educate influential target audiences through aerial and ground tours

• Internal Communication Tactics» Produce a series of articles for

distribution via existing CAP channels» Produce information for internal CAP

website» Support and recognize employee

outreach efforts» Develop presentations for use at

Beyond the Buzz or similar all-staff meetings

• Legislative and Elected/Appointed Official/Tribal Outreach: » (SIPP group to develop and conduct

in coordination with CPA)

2016 CAP News Release/ Guest Editorial/Blog inventory

2016 Order of Priority1. Tomorrow’s challenges: working together to avert a Southwest water crisis (Dec – early Jan)2. Lower Basin Drought Contingency Plan (January)3. Forecasting weather: what can we expect from El Nino? (February)4. CAP news and information from across the organization (March)5. CAP: the hidden economic driver (April)6. Central Arizona Groundwater Replenishment District: How it works (May)7. City and country: the working relationship between agriculture and cities (June)8. Water augmentation: strategies and successes (July)9. Climate change impacts on the Colorado River (August)

Guest Editorials completed in 2015• Tomorrow’s Challenges: Working Together To Avert a Southwest Water Crisis

(December 2015)• The Structural Deficit: why is it important to understand it?

(November 2015)• Drought preparation: it started years ago

(October 2015)• It’s confirmed: No Shortage in 2016

(August 2015)

Agenda Number 9. Attachment 2.