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Communicating with your Customers to Create Advocates

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Presentation by Sapna Mulki, Water Director of Hahn Public, at the 2016 SWIFT Funding Workshop in Grapevine, Texas.

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Communicating with your Customers to Create Advocates

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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