STRATEGIC PRIORITY: Environmental & Sustainability
AGENDA DATE: April 10, 2024
COUNCIL DISTRICT(S): All
DEPARTMENT: Office of Environmental Quality & Sustainability
EXECUTIVE: M. Elizabeth Cedillo-Pereira
______________________________________________________________________
SUBJECT
Title
Authorize a Memorandum of Understanding for the Water Conservation Public Awareness Campaign with the Tarrant Regional Water District to fund a cooperative agreement to continue a successful regional public awareness campaign that encourages efficient water use, reduces water waste, and reduces water demand in the Dallas-Fort Worth region for the next five years - Not to exceed $3,350,000.00 - Financing: General Fund (subject to annual appropriations) (see Fiscal Information)
Body
BACKGROUND
As water suppliers for over 5 million people in the Dallas-Fort Worth Metroplex and surrounding communities, the City of Dallas (Dallas) and Tarrant Regional Water District (TRWD) have a keen interest in the wise and efficient use of the regional water supply.
Since 2009, Dallas and TRWD have worked together on the development and funding of a regional campaign. The first Memorandum of Understanding (MOU) between the two parties occurred in 2014 and was updated in 2019. The campaign also expanded its reach in 2019 with the participation from the North Texas Municipal Water District (NTMWD).
The Water Conservation Public Awareness Campaign’s goal is to continue to build awareness of the importance of using water wisely and to provide useful tips on efficient water use. The regional campaign launches annually in the summer, as the peak irrigation season begins. Outdoor irrigation is a primary target, since it has the highest potential water savings for water customers and water providers.
Working together on a regional campaign has resulted in significant financial savings and advantages for both entities. By sharing a common message and creative product, each agency has reduced creative development and production costs. By using the same advertising creative, each agency also benefits by the other’s media purchase, doubling the message exposure per media dollar. Since 2009, Dallas and TRWD have each saved a total of $2.2 million in creative production costs and gained advertising exposure worth $11.25 million.
As in prior Water Conservation Public Awareness Campaigns, future creative produced for the campaign will include television, radio, on-line advertising, billboards, transit and newspaper advertising. Funds for regional media buy purchases will be combined. By pooling our regional advertising dollars, a shared media buyer can better negotiate rates for the combined regional media buy. Additionally, Dallas and TRWD will share the costs to maintain and update the regional campaign website and the regional weekly watering advice tool developed as a free resource for customers.
The City and TRWD will also be pooling their regional media buy dollars for the term of this Memorandum of Understanding (MOU). In prior years, Dallas Water Utilities and TRWD coordinated their own media buys. Within each entity’s media buy budget, dollars were committed for regional “borderless” advertising (usually television, radio and digital) and a “local” media buy for advertising specific to our customer base (such as Dallas Area Rapid Transit advertising, Dallas community papers, etc.). By pooling regional advertising dollars, a shared media buyer can negotiate better rates and value for the combined regional media buy.
This MOU requires a campaign steering committee, establishes TRWD as the contracting authority for the creative and media buying contracts, and establishes a cost share for all expenses. It also references the “City of Dallas - Tarrant Regional Water District Interlocal Cooperation Contract” Article IV Fair Opportunities Purchasing and Contracting. The City and TRWD will strive to ensure that all qualified businesses, regardless of size, economic, social, racial, gender, or ethnic status have a fair opportunity to participate. The City and TRWD have jointly established requirements for prospective consultants to ensure a good fair effort to achieve a subcontracting goal of 25 percent participation by Minor/Women Owned Business Enterprises and Historically Underutilized Businesses.
Upon the execution of this MOU and for the purposes of funding the Water Conservation Public Awareness Campaign, the City shall contribute an amount not to exceed $670,000.00 on an annual basis (subject to annual appropriations) for five years.
PRIOR ACTION/REVIEW (COUNCIL, BOARDS, COMMISSIONS)
On June 26, 2019, the City Council authorized the Memorandum of Understanding with the Tarrant Regional Water District to continue a successful regional public awareness campaign that encourages efficient water use by Resolution No. 19-1007.
The Environmental Commission was briefed by memorandum regarding this matter on March 6, 2024. <https://cityofdallas.legistar.com/View.ashx?M=AO&ID=143892&GUID=070b4056-fd75-4c91-89fa-6c3e1050e2f4&N=VFJXRCBNT1UgTWVtb3JhbmR1bSB0byBFVkM%3d>
The Parks, Trails, and the Environment Committee was briefed by memorandum regarding this matter on April 1, 2024. <https://cityofdallas.legistar.com/View.ashx?M=F&ID=12814988&GUID=D5506E17-3922-4C60-832F-EA677C24F075>
FISCAL INFORMATION
|
Fund |
FY 2024 |
FY 2025 |
Future Years |
|
General Fund |
$670,000.00 |
$670,000.00 |
$2,010,000.00 |
This will be fully reimbursed by the Dallas Water Utilities Department.