Marketing your water utility to the community
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Transcript of Marketing your water utility to the community
![Page 1: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/1.jpg)
Marketing Your Water Utility to the Community
Brian GongolDJ Gongol & Associates, Inc.
March 29, 2017
Iowa WEA Region 5Newton, Iowa
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Your three major audiences
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Schoolchildren
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Mass media
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Ratepayers
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Why schoolchildren?
Influence their parents
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Why schoolchildren?
Influence their parents
Need jobs later
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Why schoolchildren?
Influence their parents
Need jobs later
Become ratepayers
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Why mass media?
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Why mass media?
Influence public opinion
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Why mass media?
Influence public opinion
Help shape disaster response
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Why mass media?
Influence public opinion
Help shape disaster response
Reach people more often than you do
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Why ratepayers?
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Why ratepayers?
Vote on bond referenda
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Why ratepayers?
Vote on bond referenda
May decide your independence
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Why ratepayers?
Vote on bond referenda
May decide your independence
Complain
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Why ratepayers?
Vote on bond referenda
May decide your independence
Complain
Are the reason utilities exist
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Major audience #1: Schoolkids
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Reaching elementary schoolchildren
Classroom talks
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Elementary school talks
How water and wastewater systems connect a community
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Elementary school talks
Water scarcity and conservation
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Elementary school talks
The water cycle
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Elementary school talks
Jobs in the water sector
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Elementary school talks
Water around the world
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Reaching elementary schoolchildren
Classroom talks
Earth Day and Children's Water Festivals
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Reaching elementary schoolchildren
Classroom talks
Earth Day and Children's Water Festivals
Plant tours
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Reaching elementary schoolchildren
Classroom talks
Earth Day and Children's Water Festivals
Plant tours
Community tours (and parades)
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Reaching elementary schoolchildren
Science classrooms and demonstrations
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Reaching junior high students
Explain the chemistry
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Reaching junior high students
Explain the chemistry
Explain the economics
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Reaching junior high students
Explain the chemistry
Explain the economics
Explain the physics
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Reaching junior high students
Explain the chemistry
Explain the economics
Explain the physics
Offer job shadowing
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Reaching junior high students
Explain the chemistry
Explain the economics
Explain the physics
Offer job shadowing
Reach out to counselors
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Reaching junior high students
Explain the chemistry
Explain the economics
Explain the physics
Offer job shadowing
Reach out to counselors
Give service clubs something to do
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Reaching high school students
Classroom talks
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High school talks
From the ballot box to your tap
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High school talks
From the ballot box to your tap
Dump your oil, poison a fish
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High school talks
From the ballot box to your tap
Dump your oil, poison a fish
Broadband Internet through the sewer
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High school talks
From the ballot box to your tap
Dump your oil, poison a fish
Broadband Internet through the sewer
Five diseases Americans don't get anymore
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High school talks
From the ballot box to your tap
Dump your oil, poison a fish
Broadband Internet through the sewer
Five diseases Americans don't get anymore
Five civilizations that died of thirst
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High school talks
From the ballot box to your tap
Dump your oil, poison a fish
Broadband Internet through the sewer
Five diseases Americans don't get anymore
Five civilizations that died of thirst
Before Evian and Aquafina, we exported water
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High school talks
From the ballot box to your tap
Dump your oil, poison a fish
Broadband Internet through the sewer
Five diseases Americans don't get anymore
Five civilizations that died of thirst
Before Evian and Aquafina, we exported water
Bottled water is tap water, too
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Reaching high school students
Classroom talks
Internships
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High school internships
Lab assistants
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High school internships
Lab assistants
GIS
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High school internships
Lab assistants
GIS
Websites
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High school internships
Lab assistants
GIS
Websites
Graphic designers
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High school internships
Lab assistants
GIS
Websites
Graphic designers
Shop class
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High school internships
Lab assistants
GIS
Websites
Graphic designers
Shop class
Institutional memory records
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Reaching high school students
Classroom talks
Internships
Service projects
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Reaching high school students
Classroom talks
Internships
Service projects
Facility tours
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Facility tours
Show people what they're paying for
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Facility tours
Show people what they're paying for
Turn "capital projects" and "CDBG grants" into something they can see and touch
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Facility tours
Is the plant a cathedral to public service?
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Facility tours
Show people what they're paying for
Turn "capital projects" and "CDBG grants" into something they can see and touch
Is the plant a cathedral to public service?
Show (don't tell) why equipment, maintenance, and security investments matter
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Facility tours
Show people what they're paying for
Turn "capital projects" and "CDBG grants" into something they can see and touch
Is the plant a cathedral to public service?
Show (don't tell) why equipment, maintenance, and security investments matter
If security issues preclude tours, how about video?
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Reaching high school students
Classroom talks
Internships
Service projects
Facility tours
Last chance to teach the water cycle
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Questions?
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Major audience #2: Mass media
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Influencing the mass media
Emergencies
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Influencing the mass media
Emergencies
Rates, fees, and regulations
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Influencing the mass media
Emergencies
Rates, fees, and regulations
Goodwill
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Plan for emergencies
Build a list of contacts in the media
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Plan for emergencies
Build a list of contacts in the media
Have a clear public face
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Plan for emergencies
Build a list of contacts in the media
Have a clear public face
Have an emergency communications plan
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Plan for emergencies
Build a list of contacts in the media
Have a clear public face
Have an emergency communications plan
Have an online presence
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Plan for emergencies
Build a list of contacts in the media
Have a clear public face
Have an emergency communications plan
Have an online presence
Have a backup online presence
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The case for Twitter
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Mass media in ordinary times
Create value for reporters
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A typical inbox full of story pitches
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Mass media in ordinary times
Create value for reporters
Offer novel stories
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Mass media in ordinary times
Create value for reporters
Offer novel stories
Offer human-interest stories
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Mass media in ordinary times
Create value for reporters
Offer novel stories
Offer human-interest stories
Educate
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Mass media in ordinary times
Create value for reporters
Offer novel stories
Offer human-interest stories
Educate
Remember: Perception trumps facts
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Stories any reporter can tell
"Jeanette, do my job!"
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Stories any reporter can tell
"Jeanette, do my job!"
The day the kids came to visit
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Stories any reporter can tell
"Jeanette, do my job!"
The day the kids came to visit
Your over-fertilized lawn (or field) is hurting babies
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Stories any reporter can tell
"Jeanette, do my job!"
The day the kids came to visit
Your over-fertilized lawn (or field) is hurting babies
The drain isn't a hazardous-waste dump
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Stories any reporter can tell
"Jeanette, do my job!"
The day the kids came to visit
Your over-fertilized lawn (or field) is hurting babies
The drain isn't a hazardous-waste dump
The great halftime flush
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Stories any reporter can tell
"Jeanette, do my job!"
The day the kids came to visit
Your over-fertilized lawn (or field) is hurting babies
The drain isn't a hazardous-waste dump
The great halftime flush
It's not a water tower, it's an insurance policy
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Lather, rinse, repeat
A good story shouldn't become a one-time fling -- you want an ongoing affair
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Questions?
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Major audience #3: Ratepayers
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Reaching your ratepayers
Customer service
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Customer service
Put front-line customer service first
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Customer service
Put front-line customer service first
Add 5% to make it great
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Customer service
Put front-line customer service first
Add 5% to make it great
Dealing with hostile customers
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Customer service
Brand everything
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Why branding matters
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Reaching your ratepayers
Customer service
Community presence
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Community presence
Who is your Elmo?
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Community presence
Hit the streets -- be visible
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Community presence
Keep up appearances
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Community presence
Who is your Elmo?
Hit the streets -- be visible
Keep up appearances
Who owns this place?
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Reaching your ratepayers
Customer service
Community presence
Ratepayer education
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Ratepayer education
Bill inserts
![Page 97: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/97.jpg)
Ratepayer education
Bill inserts
Newsletters
![Page 98: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/98.jpg)
Ratepayer education
Bill inserts
Newsletters
Websites
![Page 99: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/99.jpg)
Ratepayer education
Bill inserts
Newsletters
Websites
Q&A
![Page 100: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/100.jpg)
Reaching your ratepayers
Customer service
Community presence
Ratepayer education
Informative outreach
![Page 101: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/101.jpg)
Informative outreach
Hit the lunch-speaker circuit
![Page 102: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/102.jpg)
Informative outreach
Hit the lunch-speaker circuit
Service clubs
![Page 103: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/103.jpg)
Informative outreach
Hit the lunch-speaker circuit
Service clubs
Outdoor and sporting clubs
![Page 104: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/104.jpg)
Informative outreach
Hit the lunch-speaker circuit
Service clubs
Outdoor and sporting clubs
Water for People
![Page 105: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/105.jpg)
To recap
Schoolkids: Talk to their parents and become future ratepayers and employees. Educate them.
![Page 106: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/106.jpg)
To recap
Schoolkids: Talk to their parents and become future ratepayers and employees. Educate them.
News media: Influence public opinion. Make friends (and plans) well before you need them.
![Page 107: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/107.jpg)
To recap
Schoolkids: Talk to their parents and become future ratepayers and employees. Educate them.
News media: Influence public opinion. Make friends (and plans) well before you need them.
Ratepayers: Our customers and the people who decide whether we have the resources we need. Inform and treat them with respect to earn reciprocal respect for your utility.
![Page 108: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/108.jpg)
Questions?
![Page 109: Marketing your water utility to the community](https://reader033.fdocuments.us/reader033/viewer/2022051617/55a425a71a28ab64738b45d8/html5/thumbnails/109.jpg)
Thank you for coming!
Brian GongolDJ Gongol & Associates
Twitter: @djgongolfacebook.com/djgongol