AWWA SOURCES59280

Leveraging is the key to expanding baseline capabilities, and doing more with less is the name of the game in today's economic environment. Independent of the advertising budget that has been approved for getting the word out, there are several specific, tangible methods to stretch that budget as far as creativity will allow. The City of Austin has had several successes with leveraging. It has "piggy-backed" on the mailings of other departments, using excess postage to obtain free mailing services. It has received private support for events that otherwise would have been paid for with tax money. It has created citizen volunteer groups that raise funds and support campaigns with time and talent. And it has had a car dealer agree to donate a $23,000 environmentally friendly car as part of a broad effort to increase participation in water conservation programs. This paper explains the marketing ideas and techniques used to realize these gains. Topics covered include: leveraging community resources; leveraging public resources - case study: Austin Energy; leveraging: community groups; leveraging: business relationships; business leveraging - case studies; and, getting new programs approved.