MMSD

A BRAND IS NOT A LOGO. A BRAND IS A PERSON’S CONNECTION TO AND FEELING ABOUT A PRODUCT, SERVICE OR COMPANY. A STRONG BRAND TELLS THE TRUTH. IT DELIVERS WHAT IT PROMISES. IT RESONATES WITH PEOPLE.

MMSD IS LOOKING TO BRAND THE GREEN INFRASTRUCTURE CENTER OF EXCELLENCE, GIVING IT A DISTINCT IDENTITY, WHICH RESULTS IN CLEAR AND POSITIVE PUBLIC RECOGNITION AND ACCEPTANCE OF THE SERVICES IT PROVIDES.

SINCE THERE IS NO BRAND EQUITY IN EITHER THE GREEN INFRASTRUCTURE CENTER OF EXCELLENCE OR FRESHCOAST 740 NAMES, ALTERNATIVE PROGRAM NAMES WERE CONSIDERED—PREFERABLY NAMES THAT MORE CLEARLY IDENTIFY THE PROGRAM AS A WATER MANAGEMENT EFFORT.

POSITIONING STATEMENT:

We provide people the opportunity to be part of a larger movement to help protect Lake Michigan and our most cherished investments, like the places we call home. We do this by offering the inspiration, education and tools needed to manage water where it falls.

OPTION 1

H2Omilwaukee.com

H2Omilwaukee.com Milwaukee,WI

Milwaukee,WI

• Straightforward, simple • Broad enough to encompass all programs

H2Omilwaukee.com Milwaukee,WI

• Conveys a “DIY” attitude— there’s something each of us can do to help

MILWAUKEE,WI

FRESH WATER UNIVERSITY

MILWAUKEE,WI

FRESH WATER UNIVERSITY

ACADEMY ACADEMY

CLEAN WATER UNIVERSITY UNIVERSITY OF H2O Rain Farmers of metro milwaukee

ACADEMY ACADEMY

MILWAUKEE,WI LOGO/THEME OPTIONS

CLEAN WATER UNIVERSITY UNIVERSITY OF H2O Rain Farmers of metro milwaukee

SECONDARY LOGOS SKY

H2Omilwaukee.com Milwaukee,WI

H2Omilwaukee.com Milwaukee,WI

SECONDARY LOGOS

H2Omilwaukee.com Milwaukee,WI

H2Omilwaukee.com Milwaukee,WI

MILWAUKEE,WI

MILWAUKEE,WI

MILWAUKEE,WI

MILWAUKEE,WI

Project H2O is a hands-on, citywide movement we can all participate in. It’s a simple, practical, ongoing effort to protect one of life’s most basic needs—our water. Roll up your sleeves and join in Milwaukee’s clean water revolution!

Project H2O is a hands-on, citywide movement we can all participate in. It’s a simple, practical, ongoing effort to protect one of life’s most basic needs—our water. Roll up your sleeves and join in Milwaukee’s clean water revolution!

Considerations:

Peperoncino

Considerations:

FRESH WATER

FRESH WATER UNIVERSITY

• The H2O Project is a clean water outreach project run by Living Water International, a religious outreach organization

CLEAN WATER UNIVERSITY UNIVERSITY OF H2O

CLEAN WATER UNIVERSITY UNIVERSITY

Sans Aleo Interstate

UNIVERSITY

FRESH WATER

FRESH WATER UNIVERSITY

CLEAN WATER UNIVERSITY UNIVERSITY OF H2O

• There is a Project H2O in Florida with a similar mission

• Does not show up in a trademark search

• The H2O Project is a clean water outreach project run by Living Water International, a religious outreach organization

UNIVERSITY

• There is a Project H2O in Florida with a similar mission

• Does not show up in a trademark search

ACADEMY ACADEMY

ACADEMY ACADEMY

CLEAN WATER UNIVERSITY UNIVERSITY OF H2O

Rain Farmers of metro milwaukee

ACADEMY ACADEMY

ACADEMY

ACADEMY

Rain Farmers of metro milwaukee

OF H2O Rain Farmers of

Rain Farmers of metro milwaukee

metro milwaukee

SKY LAKE SURF EMERALD

STONE

LAKE

SURF EMERALD

STONE

Join Milwaukee’s clean water revolution at H20Milwaukee.com

TRAVELLING DISPLAY FOR USE AT FARMER’S MARKETS. ETC.

YARD SIGN

TRAVELLING RAIN GARDEN

DIGITAL BANNER AD

VIDEO FOR SOCIAL SCHOOL EDUCATION PROGRAM

How to plant a Rain Garden:

OPTION 1 (REVISED)

MILWAUKEE,WI

• Straightforward, simple • Broad enough to encompass all programs • Conveys a “DIY” attitude— there’s something each of us can do to help MILWAUKEE,WI

H2Omilwaukee.com Milwaukee,WI

MILWAUKEE,WI

ACADEMY

MILWAUKEE,WI

MILWAUKEE,WI MILWAUKEE,WI

OPTIONS

UNIVERSITY

U H2

U H2

U H2

MILWAUKEE,WI

MILWAUKEE,WI

MILWAUKEE,WI

MILWAUKEE,WI

U U

MILWAUKEE,WI

U U

U U MILWAUKEE,WI

MILWAUKEE,WI

MILWAUKEE,WI

Project H2O is a hands-on, citywide movement we can all participate in. It’s a simple, practical, ongoing effort to protect our homes, health and water. You can even attend H2O U to get tools, tips and expert training on ways to help. Roll up your sleeves and join Milwaukee’s clean water revolution!

MILWAUKEE,WI

Considerations:

• The H2O Project is a clean water outreach project run by Living Water International, a religious outreach organization

• There is a Project H2O in Florida with a similar mission

• Does not show up in a trademark search

FONT SELECTION:

Conduit

lemon yellow sun Egyptian Slate

LAKE SPRING

EMERALD

STONE

MILWAUKEE,WI

DIGITAL BANNER AD

Join the growing movement to protect our homes, health & water at H20MKE.com.

MILWAUKEE,WI

TRAVELLING DISPLAY FOR USE AT FARMER’S MARKETS. ETC.

YARD SIGN

MILWAUKEE,WI

TRAVELLING RAIN GARDEN

Natural Solutions to Water Pollution

Natural Solutions to Water Pollution

VIDEO FOR SOCIAL

MILWAUKEE,WI

VIDEO FOR SOCIAL

How to plant a Rain Garden: MILWAUKEE,WI

SCHOOL EDUCATION PROGRAM

How to plant a MILWAUKEE,WI

OPTION 2

• Makes protection of our lakes and rivers the number one priority

• Lends itself to a sense of community or association that you can be a part of

Cream City Coast Guardians are trained experts - here to serve our most precious resource: water. We are a shield of protection and a vessel for education, collaboration and progress. Join this elite group and do your part to continue the efforts toward rescuing our waterways. SemperParatus.

Cream City Coast Guardians are trained experts - here to serve our most precious resource: water. We are a shield of protection and a vessel for education, collaboration and progress. Join this elite group and do your part to continue the efforts toward rescuing our waterways. SemperParatus.

proud parent of a COAST CADET

YOUTH OUTREACH PROGRAM

BRANDED MINI SPEED BOAT

OPTION 3

At Fresh Coast 740 we’re working to infiltrate, evaporate, capture and reuse our water effectively. The Fresh Coast 740 name is 100% ownable by MMSD — it’s the essence of what we are to achieve. With the right marketing tactics and message behind it, Fresh Coast 740 will become a brand synonymous with water management. Yes, 740 is a big number, but with the power of MMSD and our community, it’s a number we can (and will) achieve. Let’s inspire precipitation participation!

Considerations:

• What does 740 mean?-

• Does the goal sound unachievable?

FONT SELECTION:

CUBANO

Jaapokki Gill Sans

PARTNERING OPPORTUNITIES

OPTION 1 (REVISED)

COAST GUARDIANS GUARDIANS

Raises the importance of the great lakes

An ownable phrase by MMSD

• Fresh, clean, friendly

guadians

FONT SELECTION: The Fresh Coast Guardians are working to infiltrate, evaporate, capture and reuse our water effectively. The name is the essence of what we do. MMSD has been a leader in projecting our most valuable resource for almost 100 years. Their expertise, pioneering spirit and community collaboration has been synonymous with innovation and

CUBANO

Jaapokki Gill Sans

GUARDIANS

GUARDIANS

GUA R D I ANS

Raises the importance of the great lakes • Humanizes the organization • Fresh, clean, friendly

FONT SELECTION: The Fresh Coast Guardians are working to infiltrate, evaporate, capture and reuse our water effectively. The name is the essence of what we do. MMSD has been a leader in projecting our most valuable resource for almost 100 years. Their expertise, pioneering spirit and community collaboration has been synonymous with innovation and Let’s inspire precipitation participation!

CUBANO

Jaapokki Gill Sans

SUNFLOWER

WATER GARDEN

PETAL

PINE LAKE

PARTNERING OPPORTUNITIES

ADDITIONAL NAMES

Fresh Coast Collective

POW! Protect Our Water Water Warrior Training Center Point 5

Propel Milwaukee Water Warrior Academy Water Warrior Training Academy Water Warrior Training Center H2O U

University of Wisconsin Water Clean Water Academy

WAWA (Wisconsin Academy of Water Advocates)

The Capture Collective Wisconsin Clean Water Collective Clean Water Coalition

The Rain Collective Wisconsin Water Collective Train Your Rain Drain Your Rain Recycle Your Rain Rain Catchers

The Rain Collective SOWC (Pronounced “SOAK”) Save Our Water Commission Stewards of Water Coalition

School of Water Conservation Gauge Your Gallons City Soakers

Stormwater Warriors Wisconsin Water Warriors Sewer Savers

Put Fewer in the Sewer!

H2O Hunters

Soften Your City

Be a Storm Trooper

Wawacaptcha (like Wauwatosa only different :) Green the Grey

Friends of Wisconsin Water FLOWW

Fierce Lovers of Wisconsin Water Friends & Lovers of Wisconsin Water One Water

Rain Recovery Project

The Raincycling Program Tipping Point Five

Just 0.5” Of rainfall can make or break our rivers and lakes WaterWay to Go!

Inspiration, Education And Tools To Help You Help Our Waterways Point 5

Helping You Help Our Waterways Through Half An Inch Of Rainfall Capture

Take the Point 5 Pledge

Commit To Capturing The First Half Inch Of Rainfall On Your Property Count your Gallons

Inspiration, Education And Tools To Help You Help Our Waterways SOAK

Supporting Our Absorbency Keepers

Support for Outstanding Absorbency Keepers A-OK Assistance for Osmosis Keepers Causemosis

Supporting your rainfall capture efforts. Protecting our waterways. Freshwater Weight Taking responsibility to protect our most precious natural resource hydrology + me

Inspiration, Education And Tools To Help You Help Our Waterways

Fresh Coast Collective Fresh Coast Co-op Working Together To Infiltrate, Evaporate, Capture And Reuse Our Water Effectively

Note: “Fresh Coast Collective” is a photography/videography group out of Minneapolis SPLASH

Support to Protect our Lake with Actionable Stormwater Hydrology

Rainfall Recall Soak it up Sponge’sconsin Friends of the Fresh Coast H2Oh My Gallons! You can help protect Lake Michigan Better than a duck’s back Curb your gallons Every gallon count Water is Life Water You Doing? Verdant – green with grass or other rich vegetation Virid, Viridity Waterpower Water at Work Working Water Earthworks Water Crush Wednesday Water Cleanse Wednesday WCW

MMWW Milwaukee Metro Working Water Protect Our Water POW POW Milwaukee Runoff’s a Rip-off Clean Water Matters Cool, Clear, Water Cool, Clean, Clear Home Green Home Community Cleanse Clean Team

Aqua-Smart FTW For the Win For the Water Fresh Tactics Work MKE FTW Rain FTW

Pure Klén Rinse

Crisp Sprinkle Transparent Fluid Flow

Precipitation Participation Atmosphere Balance

The Waterway Clear Water Mainspring (the most important cause or reason why something happens) Ripple Wave Well Downstream Up Stream Absorb Propeller Soak Soak up Quest

Permeate

Viridans (Latin for green) Fluviatili (Latin for freshwater) Academy H2O Project H2O

The H2O Taskforce University of H2O School of H2O

Clean Water Academy

The Clean Water Initiative

The Clean Water Project

The Clean Water Taskforce

The Clean Water Way

Could these be “Fresh Water... Water Watchdogs Waterloggers

Milwaukee Gurglers Water Cyclers Association The Water Board Water U Clean Water U Fresh Water U

The RainGrow Connection Greenify Milwaukee

The Rain Gardener’s Club Milwaukee Rain Gardening Club School of Rain Wawa U WaWa University

Friends of Wawa Break the Fall Break the Fall Milwaukee Mind over water Water’s Worth Water worthwhile We are water Let it pour Pour Over MKE MKE Pour Corps CollaboRain MKE Fresh start Start Fresh MKE Cream City Coast Guards Coast Guardians MKE Unite the Coast MKE United we rain Raining together U-Turn the Tide Turn the Tide

Turn the Tide Training Center

Flip-flop the drip-drop

All Aboard MKE Lighthouse Training Center Anchors Aweigh Re-Fresh Coast or Refresh Coast Friends of the Fresh Coast Fresh Coast … Protectors Defenders Guards Guardians Keepers Escutcheon (another word for shield) Have a Catch Assist Strength in Water Shore Up Shore Cocoon Watershed (a turning point) Waterproof Something with Lake front // LakeFront Protectors Defenders Guards Guardians Keepers Neighbors

RECOMMENDATIONS & NEXT STEPS

TARGET AUDIENCES :

GENERALLY SPEAKING, WE ARE TARGETING:

• People who write large checks to support green infrastructure initiatives, either via direct contributions, or authorizing corporate green initiatives

• People who want to educate and encourage those checkwriters (non-profits, private citizens, etc.)

• People who can implement their own personal efforts

Broken down further, our audiences include:

HOMEOWNERS

• Both upper and lower-income neighborhoods

• Owners of single- or multi-family homes, duplexes

• Secondarily includes neighborhood/condominium/homeowner associations

MUNICIPALITIES

• Specifically policymakers and influencers, technical staff and city planners

AFFINITY GROUPS/CHAMPIONS/COLLABORATORS

• Non-profits, home and commercial real estate inspectors, realtors, landscapers, etc.

PRIVATE BUSINESS

• Includes both small and large firms as well as large industrial campuses and BID boards

BENEFIT

At the macro level, participating in this program allows individuals and companies the opportunity to be a part of something larger— such as keeping Lake Michigan clean and safe.

At the micro level, motivations for participating in the program could differ wildly, so messaging to certain audiences may also touch on secondary benefits such as:

• Keeps your house/basement dry

• Saves you money in the long-term

• Has a positive economic impact on your community

• Can be an important recruitment tool

REASON-TO-BELIEVE

• All experts are working together with the same overall goal of better water quality

• Access to a variety of expertise

• Accessibility

• Leader of innovation

• Record of success

Public = 126 projects, 145 database entries, 20,535,480 gallons

Private = 50 projects, 92 database entries, 7,625,166 gallons

NGO = 85 projects, 85 database entries, 2,944,971 gallons

Bioswales = 15,014,384 gallons, 69

Constructed Wetlands = 8,962,6800 gallons, 7

Green Roofs = 489,756 gallons, 66

Native Landscaping = 1,233,491 gallons, 27

Permeable Pavement = 1,798,532 gallons, 61

Rain Gardens = 812,106 gallons, 37

Rainwater Catchment = 1,394,621 gallons, 45

Stormwater Trees = 21,295 gallons, 18

Rain Barrels = 1,114,000 gallons, 22,280

THE OPPORTUNITY TO BE A PART OF SOMETHING LARGER

IMMEDIATE AWARENESS CAMPAIGN

Upon selection of a brand platform, we will develop a plan for an awareness campaign. The plan will outline tactics and assign a budget to each tactic. Tactics might include:

• Comprehensive social media plan

• Series of animated “explainer” videos. Content could include: Rivers - then and now What is green/gray infrastructure What you can do

• “Roadshow” presentation

• Digital advertising (PPC, paid search)

• Guerrilla tactics (in addition to what you see in this document, other tactics will be developed)

• Yard signs

• In-school programs

• Partner integration with municipalities and national movements such as “One Water”

PROGRAM DEVELOPMENT

A key component of the overall strategy will be to identify and develop a program(s) that advances our goal of capturing water where it falls. Three potential programs discussed with MMSD staff:

1. Rain Check (all audiences) – An inside and outside audit of what you can do to manage stormwater

2. Stormwater Trees (all audiences?)– Partner with the DNR/City of Milwaukee to sell discounted trees and develop a planting and maintenance plan for residents

3. Rain Barrel Program (all audiences)– A one hour program to learn about green infrastructure after which you will receive a free rain barrel

LONG-TERM PLAN DEVELOPMENT

The plan will expand upon – in greater detail – the awareness campaign and the program(s). We will also determine how to prioritize existing resources, improve effectiveness of communications and make recommendations to better inform and engage key target audiences. Additionally, the plan will be used to position the Green Infrastructure Center for Excellence for future growth and development by defining communications strategies, solidifying short- and long-term goals and objectives, implementing tactics and assessing budget requirements. The plan will identify appropriate collateral and marketing materials, guide development of communications infrastructure, as well as, identify additional implementation opportunities.

Recommended process steps:

• Develop and write plan:

- Identifying additional goals and objectives

- Strategies to achieve goals and objectives

- Develop long-term tactics

• Budget/timeline/calendar

• Roles and responsibilities

IMMEDIATE

AWARENESS CAMPAIGN