Customers Respond to Call for Water Use Reductions
Customers Respond to Call
for Water Use Reductions
The district’s retail customers have reduced water use on average by 30 percent since February … Water reductions were as high as 53 percent in March 2014.
San Juan Water District’s retail customers rely entirely on surface water supplies from Folsom Lake. The district had to take drastic conservation measures due to extremely low water levels. The district was the first in the region to implement voluntary conservation measures in late 2013 and one of the first in the state to proceed with mandatory water restrictions in February 2014. Their customers needed immediate information about changes in water supplies, rate increases and mandatory conservation measures.
Crocker & Crocker developed a plan that would initiate behavior change by reaching as many customers as possible with conservation messaging and information. It was critical that all of the district’s customers changed their water use habits. The program needed to begin immediately. However, flexibility was key since Mother Nature’s impacts to water supplies dictated the direction of the effort. Key elements of this successful program included:
- Branded outreach materials
- Key messages
- Media relations
- Electronic media
- Stakeholder outreach
In response to this effort, water use dropped immediately. The district’s retail customers reduced their water use by more than 30 percent by fall 2014. The number not only exceeded the district’s 25 percent water cutback requirements, but also the governor’s call for 20 percent water use reductions. Water reductions were as high as 53 percent in March 2014.
Customers also responded to messaging and materials with action to reduce their own water use. More than one-in-ten customer accounts have received personal assistance to become more water efficient and customers have redeemed over $50,000 in water conservation rebates by installing water efficient appliances in their homes, businesses and landscapes.