California Water Association: Supplier Diversity Program

Challenge
The California Water Association (CWA) is a trade organization representing investor-owned water companies regulated by the California Public Utilities Commission (CPUC) that provide high-quality water utility services to nearly six million people throughout California. CWA member companies work collaboratively to identify and share best practices to encourage opportunities and minimize barriers to procurement with Woman-, Minority-, Disabled Veteran- and Lesbian & Gay-Business Enterprises (WMDVLGBTBE).

MNM was hired to create a memorable ad campaign that adhered to CWA’s brand while promoting the WMDVLGBTBE supplier diversity programs of a core group of CWA members. The design had to be approved by a committee. The same design had to be used throughout the year in a variety of print formats during national events as well as magazines. The ad needed to be visually appealing with copy, images and the logos of seven CWA member companies. Additionally, the layout required versatility and flexibility to meet changing specifications from publication to publication.

Solution
MNM wrote and designed the versatile ad requested by CWA with robust, creative content. The layout proved flexible and adaptable to a variety of formats and specifications. 

Results
The CWA ad, developed on behalf of the CWA Supplier Diversity Committee, was approved with a consensus. It was placed in multiple publications across the United States for representation with the American Indian Chamber of Commerce, Elite Service-Disabled Veteran-Owned Businesses, Western Regional Minority Supplier Development Council, Regalettes Inc., Asian Business Association, National Association of Minority Contractors and MBE Magazine. The ad created great visibility for the association as well as engagement on the CWA website.