Youtility Public engagement, customer focus, and facing common communication challenges

Transcription

1 Youtility Public engagement, customer focus, and facing common communication challenges John C. Gonzalez Communications Manager

2 At a glance Our work Challenges and solutions What works for customers Staying prepared

3 Who we are Political subdivision of Ohio Created in 1972 by Court Order 62 member communities including City of Cleveland One million residents

4 3 treatment plants, 90 billion gallons per year

5 Our work: What we do $3 billion, 25 years Combined sewer overflow control Sewer fees $41 million annually Flooding & erosion Impervious surface fee

6 Challenges: Utility identity Consent decree Affordability Rebuilding trust Changing media landscape Introducing a Regional Stormwater Management Program

7 Solutions: Strategic communication plan Identified key stakeholders Aligned engagement strategy with organization s mission, vision

8 Solutions: Strategic communication plan Set corresponding goals Media and social media Partnerships Outreach and Education Internal communication

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10 Solutions: Customer surveys Customer awareness and satisfaction surveys Four since 2010

11 Solutions: Customer surveys Key learnings: Customers value Lake Erie Willing to pay more Lack understanding of our work TV, radio, social media work

12 Solutions: Varied strategies Outreach and education take many forms to engage customers

13 Inviting in Open House 2017

14 Inviting in Open House 2017

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16 Reaching out Rates Roadshows

17 Creativity Camp Clean Water

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19 Solutions: Be stakeholder-specific Use methods and resources designed especially for your audience s needs

20 Community benefit Good Neighbor Program

21 Elected official outreach

22 Public education

23 Affordability Targeted outreach

24 Solutions: Trending and social media A timely means of engaging and educating customers

25 @Indians 22- game win streak

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27 Flush responsibly campaign 2017

28 Solutions: Media strategy Educate the press Engage the press Promptly respond to misinformation

29 What works and what matters?

30 Messages matter: What doesn t work? Reality of water challenges around the world

31 Messages matter: What doesn t work? Reality of water challenges around the world Comparing bills to the cost of other monthly essentials

32 Messages matter: What doesn t work? Reality of water challenges around the world Comparing bills to the cost of other monthly essentials Bill stuffers

33 Messages matter: What works? Where Does it Go?

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35 Messages matter: What works? Where Does it Go? The value of a clean Lake Erie

36 Messages matter: What works? Where Does it Go? The value of a clean Lake Erie Humor, media, and trending topics

37 Rate study survey Find out which messages Engage Increase support Encourage participation

38 Rate study survey Identified 5 customer groups: Advocates.. 19% Skeptical supporters.. 32% Non-supporters 25% No-$ advocates 16% Unconcerned. 9% 1,500 completed surveys

39 Rate study survey What we learned: 97% have high concern for water quality Maintaining clean water as a drinking water source is a primary reason

40 Rate study survey Messaging priorities: Build trust Link clean water and our work Increase interest in clean-water investments Target messages based on audience

41 In summary: 5 things to remember 1. Have a plan.

42 In summary: 5 things to remember 2. Know your audiences.

43 In summary: 5 things to remember 3. Don t wait to engage.

44 In summary: 5 things to remember 4. Don t rely on one method alone.

45 In summary: 5 things to remember 5. Be creative.

46 Twitter Instagram YouTube @neorsd /neorsdccr /YourSewerDistrict neorsd.org