Orange County


Persuade residents to stop overwatering their lawns


California is in a drought, but that doesn’t mean everyone is ready to give up their lush green lawns.

What We Did

We built a robust data infrastructure that integrated online web analytics and email marketing within a single contact relationship management system. How’s that for gobbledygook? Translation: Through surveys, online forms, and in-person events, we gathered information about residents, including where they live, how much they water, and what they’d do if they saw their neighbor overwatering. We fed those results into a tracking system that allowed us to segment the population and deliver tailored e-mail messages to each segment. The best part? The emails came from a gnome, named Gnorman, naturally. Gnorman keeps the message visual, relatable and fun.


A growing community of engaged residents in Orange County that we can communicate with specifically.