Matthew James Wilberger Portfolio
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Encina Wastewater Authority | San Diego | (Branding | Social Media Content & Management | etc.)

Encina Wastewater Authority | San Diego | (Branding | Social Media Content & Management | etc.)

Project Overview

Client

Encina Wastewater Authority (EWA) is a nationally recognized health and environmental protection agency that serves over 400,000 residents and 600 businesses in San Diego County. EWA is owned by and coordinates with six member agencies: the City of Carlsbad, City of Encinitas, City of Vista, Vallecitos Water District, Buena Sanitation District, and the Leucadia Wastewater District.

Objectives

  • Rebrand the current product and service offerings into a unified brand platform that is memorable and consistent

  • Align rebranded product and service offerings with a relevant, engaging, and community focused social media marketing strategy

  • Communicate the benefits of EWA's sustainable wastewater & resource recovery programs to build community connections and win support for future investments

  • Enable consistent, brand conscious communications with traditional EWA stakeholders and non-traditional but emerging and influential demographic groups through social media channels

Tactics

I. Developed Pure Brand Programs: PureWater, PureEnergy, PureGreen, and PureKnowledge

II. Managed social media knowledge transfer, processes creation, and reporting through tutorials and weekly meetings with senior executive team

III. Targeted social media audience build to include:

  • Media Contacts/Reporters
  • Environmental/Community Groups with Strong Social Media Presence
  • Water, Biosolids, and Energy Agencies and Associations
  • Individual Community Members
  • Ocean Groups in the Environmental/Surfing/Paddling/Conservation Fields
  • Local/State/National Government Influencers

IV. Daily postings and updates to social media channels that tie back to relevancy of three core EWA principles of protecting the Pacific, resource recovery and fiscal responsibility. 

  • Tell the story and evolution of the development of EWA as the Utility of the future
  • Gathered images and quotes throughout the lifecycle of planning, building and running all components of the Marketing Mix. Social media included a unique, creative picture and brief quip or commentary written in colloquial style. 
Matthew Wilberger