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Carolina Water Conservancy

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Business Overview

“Water Is Life”

What We Do:

CWC strives to ultimately bring cleaner and safer drinking water to North Carolina citizens.
We seek funding in order to more broadly regulate and properly test for dangerous drinking water contaminants.

Our Values include:

Transparency
Accountability
Integrity
Sustainability

Website:

https://carolinawaterconservancy.wordpress.com/

NAILAH

TEAM MEMBERS: NICK, HARRY, ASTRID, TAMMY, NAILAH

What We Do: Carolina Water Conservancy aims to put transparency at the forefront and seeks funding in order to more broadly regulate and properly test for potential drinking water contaminants. We are committed to holding the EPA and other corporations accountable for continuing to roll back clean water protections, knowingly contaminating water supply, and failing to regulate dangerous contaminants. Our goal is to ultimately bring cleaner and safer drinking water to North Carolina citizens.

Why We Do It: North Carolina has a clean water crisis that it’s been ignoring. Dangerous contaminants and carcinogenic chemicals such as PFAS and Gen-X have been affecting North Carolina’s water supply and devastating N.C communities for decades. Even at low levels, these contaminants are putting North Carolinians at risk of a litany of health issues such as cancer, liver damage, asthma, and thyroid disease. As corporations continue to downplay the dangers of these chemicals and only offer piecemeal solutions, CWC seeks to offer NC citizens the information and comprehensive solutions they deserve.

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Executive Summary

North Carolina residents are increasingly concerned about dangerous contaminants and chemicals in NC water supply.
CWC aims to bring broader awareness to millennials and baby boomers in at-risk communities through geo-targeted social media marketing campaigns
We are pursuing funding from corporate partnerships and community donations through the use of targeted corporate incentives (ESG) and email marketing campaigns

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KPI

OBJECTIVE

Venus

Click-through-rate percentage

(GA: social campaigns, click-through-rate)

Earn 15% click-through-rate on social media campaigns by the end of first quarter 2022

Jupiter

Increase in website views

(GA: session times/bounce rate, age, geography)

Increase website views by 10% by the end of 2022 2nd quarter

Mars

Amount of donations

(GA: revenue, geography)

Gain 100k in donations by the end of the 3rd quarter 2022.

Acquire 5k subscribers to newsletter over the first two quarters of 2022

Number of subscribers to newsletter

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Audience Segmentation

YOUNG ADULTS

ADULTS

OLDER ADULTS

Age: 26-35
Education: College Grad, Post Grad
Employment: non-profit sector
Interests: environmental issues, advocacy, climate change, community development
Mediums: Twitter, Instagram, occasionally Facebook

Age: 36-55
Education: High School/ College Grad
Employment: Blue Collar
Interests: outdoorsy - fishing, farming, hiking, family safety, resource conservation
Mediums: Facebook, Email, NextDoor

Age: 56-65
Education: High School/College Grad
Employment: Corporate
Interests: family safety/future, sustainability, conservation, personal health
Mediums: Facebook, Email, Nextdoor

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Interest

Interest campaign using geo-targeted banner and paid Google ads that ultimately take audience to website to learn more.

A NextDoor/Google Ad campaign that includes link to website and asks for newsletter sign-up

02

Retention

“Thanks for donating” email that includes other ways to stay involved.

04

Advocacy

Retargeting through use of email newsletter to keep subscribers engaged and informed

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MARKETING PLAN

Awareness

01

Awareness campaign using social media that’s geographically focused on the at-risk parts of NC

Consideration

03

Targeted email campaign/newsletter that’s informative and tugs at heartstrings and ultimately leads readers to donations page

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Waterkeepers Carolina

Works to protect NC watersheds
Does not offer access to concrete research regarding NC water on their website
Has numerous “waterkeepers” that work to protect and improve the water quality of various NC watersheds
Provides reports that detail the work of riverkeepers
Has donations page, newsletter and is active on social media platforms (Facebook, Instagram, Twitter) with small to moderate following

Competitive Analysis

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Competitive Analysis

NC Dept of Environmental Quality

Poor quality links across the site
Lacks scientific results regarding drinking water quality
Oversees general water regulation and operation
Difficult to find information/resources or anything specific regarding facts and figures on website
Active on main social media platforms (FB, Instagram, Twitter) as well as on Youtube and Linkedin

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Keyword Strategy

How safe is North Carolina drinking water?

North Carolina clean drinking water organization

Chemicals in North Carolina drinking water

Water issues in North Carolina

North Carolina drinking water problem

Is water in North Carolina safe to drink?

Clean drinking water in North Carolina

Water pollution in North Carolina

North Carolina clean water solutions

Water contamination in North Carolina

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SEO Strategy

INTERNAL LINKS/BACKLINKS

TARGETED KEYWORDS

PAGE SPEED/UI OPTIMIZATION

ALT TEXT/COMPLETE METADATA

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ALT Text

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Website Plan

Encourage volunteer sign-ups

Promote donations/need for support

Incentivize corporate partnerships

Inform and educate community

“Become A Partner” page/ Corporate partnership link on homepage

“Become A Volunteer” page on Homepage/ call to action to contact us

Consistently updated blog/research page to encourage subscriptions

“Donate” call-to-action on multiple pages throughout site

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Menu

Home

About Us

Partnerships

Donate

Founders

Subscribe

Research

Blog

Wireframe

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APPENDIX

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Authoritative Web Pages

https://www.brita.com/ One of our corporate partners that provide quality clean water filters to citizens.
https://www.mtolivepickles.com/ Local North Carolina company that relies on clean water for their pickling process.
https://www.starnewsonline.com/ Wilmington newspaper that will help provide information about clean water to North Carolina citizens.
https://www.pepsi.com/ Founded in North Carolina and relies on clean water to bottle
https://www.treehugger.com/ High quality environmental blog
https://www.lowes.com North Carolina based company that sells reverse osmosis water systems and shares similar goals
https://deq.nc.gov/ : North Carolina Environmental Quality

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Picture

Text about us

Donate now

About us

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Research

Research text

Picture

Donate now

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Donations

text

Sponsorship level 1

Sponsorship level 2

Sponsorship level 3

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Donations

Contact us

Name

Email

Phone

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Why the cause for panic of North Carolina’s Water??

Government inaction to regulate the chemical companies. Just giving them a “slap on the wrist” small fines when they do punish them.
Government lacking the proper guidelines to protect people from these chemicals. Most recently revealing the set amount of PFAs in the water that is “safe to consume” has now been changed to less amounts in the parts per million or ppm.
More and more evidence stacking up showing that water may be affecting people’s health and in some cases giving them cancer as a cancer cluster has shown up around a neighborhood in Mooresville NC which is outside of Charlotte on Lake Norman.

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Chemours / DuPont continuing to get fined. But it is just not enough. There needs to be more action!

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As shown here directly off the EPA website--you try to go to their PFAs Action Plan and the hyperlink goes to a page that is “not available”. Who can trust a government that cannot provide even an action plan for this current problem.

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The reports will include testing for ph levels, common contaminants & commonly found PFAs. It will also include information on the safe levels in which these toxins can be digested and consumed. Giving clear and concise facts about what is in your water and how it may be affecting you and your neighbors.

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PFAs

As you can see from the chart to the left (its 1 chart split into 2 images). There have been 634 different PFAs found in the Cape Fear Public Utility Authority during the years of 2013-2019.

The map below shows all the different water treatment centers that have found PFAs in their water.