Wholly H2O is a catalyst for sustainable, localized water management within the design/build community in California. Our innovative education and outreach advances locally-appropriate solutions for water conservation. Certainly, this includes pragmatic reuse of rain, storm, gray, and black water. We mainstream aesthetically striking adoption of water-wise practices.
Our purpose is to establish the efficaciousness of conservation and reuse to mitigate currently unsustainable demands on California water supplies and the corresponding environmental degradation of California’s riparian ecosystems.
The goal is to increase water supply and water quality security by using our water in the most appropriate manner
possible given our real-time existing conditions and data, matching end use with the most appropriate water source.
Adding beautiful design to the strategies that reduce potable water use as well as storm water runoff is our target.
In 2009 Dr. Elizabeth Dougherty founded Wholly H2O, a nonprofit focused on California water issues. Wholly H2O’s core mission is to promote water efficiency and reuse practices.
Water issues are incredibly complex, especially given water’s importance as a resource vital to sustaining life. Water use is further compounded by complicated policies and water rights (see Appendix A). To help Californians navigate through this complexity, Wholly H2O aims to market itself as a think tank on water efficiency and reuse through workshops, education, and creative campaigns.
Over the summer of 2011, Wholly H2O went through a strategic refocus of the organization’s mission, vision and values to remake its service offerings and become financially viable. The organization is at a key point in defining its branding and marketing strategy.
In this plan, the situational analysis sheds light on the water efficiency education market and identifies competitors within this market. It then proposes how Wholly H2O can learn and differentiate itself from the competition. The internal analysis assesses the organization’s existing like successful forums and a solid professional network. At the same time it highlights organizational challenges like unstable revenue streams, inconsistent branding, an overly broad target market, a high dependency on volunteers and unfocused marketing messaging.
This plan’s key recommendations, based on social marketing insights, identify how Wholly H2O can prioritize its customers and leverage its services through stronger customer segmentation. Furthermore, the organization can differentiate itself through a unique and playful brand strategy. It can then leverage this brand through new channels like a water reuse think tank and education center.
Overall, Wholly H2O has an important value proposition. Marketing can help it reach its strategic goal of becoming a lead water efficiency nonprofit, thereby forwarding its mission to change water consumption patterns in California.