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HomeMy WebLinkAboutPP-StrategicCommunicationsPlanningPhase2Strategic Communications Planning – Phase 2 Loralyn Spiro & Laura Keir July 12, 2019 Loralyn: Good morning. We are here to kick off Phase 2 for Strategic Communications Planning by building onto the achievements of Phase 1. 1 2014 Market Research/Community Survey 2015 MWMC Communications Plan Mission, Vision, and Values: Mission: To protect our community’s health and the environment by providing high-quality wastewater services to the Eugene-Springfield metropolitan area in partnership with Eugene, Springfield and Lane County. Vision: The MWMC will be recognized as a leader in protecting water quality through sustainable and fiscally responsible practices. Values Statement: The MWMC strives to provide high-quality services that achieve, sustain and promote balance between community, environmental and economic needs while meeting customer service expectations. Values Clean Water Sustain Environmental Stewardship Protecting Community Health Collaboration with Partners Providing Excellent Customer Service Maintaining Fiscal Responsibility Phase 1 - Results Loralyn: The results of Phase 1 for Strategic Communications Planning were two key efforts. The first was the implementation of a community survey in 2014 that captured qualitative and quantitative data, creating a baseline about the community’s awareness of the MWMC. From the results, the 2015 MWMC Communications Plan was created. The Plan, which was updated in 2018 and is attached to the memo, outline measurable objectives, strategies, and tactics to achieve the overall goal of increasing the community’s awareness of the MWMC. The second, was the creation of Mission, Vision, and Values Statements for the MWMC. This was achieved through facilitated discussions and targeted surveys of elected, industrial users, and staff. The Statements communicate the MWMC’s purpose, help to engage staff in the day-to-day communication efforts, and provide direction for the Commission’s overall planning efforts. The Statements are shown here. 2 Purpose: Identify and implement new strategies and tactics that will – Further support the MWMC’s Mission, Vision, and Values Statements Build out the MWMC Public Information Program both for the short-term and long-term Further build awareness of the MWMC and improve communications around the importance of clean water. Phase 2 – Purpose Laura: In addition to the identified purpose of Phase 2 on this slide, we also plan to eliminate current efforts that are not helping to achieve the overall goal of the MWMC Communications Plan as initially determined. Additionally, the 2019 Community Survey (later this year) may identify other adjustments to the current strategies and tactics. 3 Why do we want community members to become more vested in our efforts? Potential reasons: Create better understanding of what their wastewater fees are used for Build trust with community members Rely on the MWMC as their primary source of information about wastewater services and sustainability practices in the region Understand and participate in pollution prevention practices at home Advocate for the importance of clean water and how each of us can do our part Phase 2 - Questions Laura: To identify new strategies and tactics, it is helpful to consider a couple overarching questions. The first is captured here with potential reasons noted. 4 How can we better communicate with our community members? Potential ways to accomplish this include: Include a character, goal, and challenge as part of the story – potentially a water droplet’s journey or what happens to “flushable” wipes when put in the toilet Capture customer testimonials and share – for example, community members telling their stories of what they learned from a tour of the WPCF Staff sharing their stories about why they got into the wastewater industry Engage at different levels – implement stories for different learning levels MWMC telling the story about who benefits from wastewater services, our sustainability practices, and having clean water Phase 2 - Questions Loralyn: The second overarching question is “How can we better communicate with our community member?” The majority of people the MWMC engages through presentations, conversations, or other forms of communication should be able to repeat back at least one story they heard or read. We can build out the MWMC story and tell it in a more engaging manner so that our audiences remember and care about clean water. Facts and numbers can help support the story, but they aren’t the whole story. Customers need to be a part of the experience by sharing what they learn about. Potential ways to accomplish this are noted. 5 Phase 2 - Strategies Potential New Strategy: Increase awareness of the importance of having clean water now and in the future, and the steps it takes to clean water. Loralyn: Based on the why and how the two questions considered, potential new strategies to further support the MWMC’s Mission, Vision, and Values Statements will be identified and refined. One potential new strategy may be… 6 Phase 2 – Short Term Tactics Revisit inserting information into billings with EWEB and SUB, as well as the MWMC information that is included directly on customer bills Create a suite of images, illustrations, infographics, handouts, and maps that help tell the MWMC story and engage community members in our story Create an animated video showing the “day in the life” of a water drop to engage with kids between 2-7 years old Create a video that focuses on the importance of clean water and how the community is connected to water Engage more with media outlets to share the MWMC’s story Create sharable content – blog Loralyn: To help implement existing and newly identified strategies identified, the MWMC Communication Plan employs a variety of tactics. The list of tactics here is shown for consideration and discussion, with potential timeframe. These are just some ideas for the short term (next 1-3 years) – more tactic ideas are included in the memo. 7 Phase 2 – Long Term Tactics Explore a video game with rights Explore educational book series with rights Explore a learning center where students can learn about the importance of clean water, the process steps of “cleaning” water and the science behind it, and the sustainability practices to use some or all of the byproduct from cleaning the water Sell advertising space on blog to invest back into communication/ marketing efforts Explore a customer appreciation program Laura: These are just some of the potential new strategies and tactics to consider. As we move through Phase 2 efforts and the 2019 Community Survey is completed, additional ones are likely to surface and some will fall off the list as their feasibility is determined. With the recent allocation of FTE in the Public Information Program (2.0 FTE distributed between three positions), current identified strategies and tactics can be fully realized, and efforts on Phase 2 of the Strategic Communications Planning can move forward. As Phase 2 progresses and plans are finalized, additional budget may be required, and will be discussed with the Commission as required. 8 Questions & Discussion Laura: Now we’d like to hear your input, questions, and discussion to help as we move forward with these efforts. Thank you! 9