Mais conteúdo relacionado Semelhante a Communicating with your Customers to Create Advocates (20) Mais de Texas Living Waters Project (20) Communicating with your Customers to Create Advocates 1. June 23, 2016
Communicating with your
Customers to Create Advocates
Presented by Sapna
Mulki
Director, Water
Hahn Public Communications
smulki@hahnpublic.com
512-334-2042
2. 2
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
2
The necessity of a communications campaign
− Customer satisfaction
− Stakeholder support
− Risk mitigation
− Behavior change and perception
− Increased public understanding of the value of:
§ water systems
§ services and
§ water resources
3. 3
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
3
What does a good campaign look like?
ASSESS POSITION PACKAGE PLAN + EXECUTE MEASURE
1
Research
• Opinion Surveys
• In-depth Interviews
3
Benchmarking
• Brand Audit
2
4
6
7
PESO Strategy & Planning:
1. Paid – Media buy
2. Earned – Editorial targets
3. Social – Influencer channels
4. Owned – Program schedule
Metrics &
Reporting
9
Campaign
Packaging
Positioning
Recommendations
Baseline
Plan
Integrated
Outreach Plan
Metrics
Dashboard
Time
Requirement
HigherLower
Creative
Design
Deliverables
PESO Outreach:
1. Owned – SEO content creation
2. Social – Daily interaction
3. Earned – Pitching
4. Paid – Placement
8
5
Hahn Public Communications P.E.S.O. Campaign Model
Objective Setting
• Goals
• Asks Messaging &
Creative Testing
Messaging &
Creative Brief
4. 4
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
4
35
25
40
Hahn Public Study:
ØSurveyed 800 Customers: Water, Electric and Gas
Ø350 utilities
ØTested 13 messages
5. 5
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
5
Fact and Feature Messaging
Feature Message:
Speak to values that consumers derive from their
relationships to the utility; security, satisfaction,
convenience
“…the increased monthly fees are necessary to cover
infrastructure costs with higher fixed charges, preventing
the cost for grid upkeep from being shifted to customers
who do not have their own distributed generation…”
Northern Indiana Public Service Company, 2015.
6. 6
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
6
Fact and Feature Messaging
Feature Message:
Concrete and speak to verifiable characteristics of an
increase
“DWP officials said the department needs to increase water
revenue by $230 million over five years to repair
infrastructure.” – Los Angeles Utility, 2015
7. 7
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
7
Fact and Feature Messaging
Character Message:
Attacks the character of the utility being greedy or corrupt
“…the utility company is an enemy to all who are
impoverished…” Memphis Utility, 2015
8. 8
2016 | Hahn Public Communications
Character and Competency
Competency Message:
Attacks the ability to perform the job; inefficient
and wasteful
“A filing this week called IPL, ‘misguided’ and
‘mismanaged,’ saying the company has spent too much on
paying its investors and not enough on fixing its crumbling
infrastructure that has threatened people’s safety
downtown.” Indianapolis Power and Light, 2015
9. 9
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
9
Least Persuasive
10. 10
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
10
Most Persuasive
11. 11
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
11
Double-Down on Evidence Based Messaging:
• Reduce abstract messaging about safety and reliability
• Use highly specific messages:
“Construction on a new water treatment plant will
begin on June 2, 2016. The plant will be completed in late
summer 2017. The new water plant will replace the old
treatment plant that was built in 1929. There will be no
disruption to our residents and businesses during the
construction phase or during transfer of operations.”
12. 12
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
12
Double-Down on Evidence Based Messaging:
Empower a Third Party Messenger:
• Eliminate use of utility representative
• Create an objective blue-ribbon panel:
Community leaders, neighborhood representatives,
applicable skill set (engineers, accountants)
13. 13
2016 | Hahn Public CommunicationsInternalUse Only | © 2013 Hahn PublicCommunications
4315 Guadalupe St.Suiite 303 |Austin. Texas. | 78751 |T:512.344.2010
13
For More Information - HahnPublic.com/utilites