Press Conference on Dry Lakebed Gets Attention at the Capitol
Press Conference on Dry Lakebed
Gets Attention at the Capitol
Over 120 attendees representing 20 business, water and policy groups formally supported the effort … All major media outlets covered the event … More than 1,500 families received information through our school partnerships.
Folsom Lake supplies water to more than half a million people in the Sacramento region. It’s the backbone of the region’s lifestyle, livelihood and water supply. The City of Roseville and San Juan Water District Wholesale including Citrus Heights, Fair Oaks and San Juan Water District’s retail area and Orange Vale Water Company all rely on the lake for reliable water supplies.
In 2013, water agencies needed an opportunity to capture the attention of key legislators and administrative staff about water rights, drought and policy concerns. They also wanted to unite the entire region around the importance of Folsom Lake.
Crocker & Crocker developed a strategy targeted to specific groups to deliver messages about water issues to capture the attention of the public and policy makers. We created a weeklong celebration of Folsom Lake, something that residents and stakeholders connect to personally and emotionally. Elements included:
- Microsite and electronic communications
- Strategic partnerships
- Outreach materials
The key component of For the Sake of the Lake week was a news conference in the middle of the dry lake that, at the time, was at its lowest point in decades.
Over 120 attendees representing 20 business, water and policy groups attended the news conference and signed letters in support of the effort. Major media successes include a cover story in the Sacramento Bee, coverage from all local TV, radio and print news outlets and statewide coverage on highly regarded industry blogs.
We also distributed information in stakeholder newsletters, presented information about the effort at meetings and started the conversation about Folsom Lake’s critical role to the region. More than 1,500 families received information through a partnership with the local school districts. Businesses wrote letters to the Sacramento Bee about the efforts and included messages from the campaign.