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UTILITY MEDIA
CAMPAIGN PLAN
TOWN OF QUEEN CREEK
GOALS/STAKEHOLDERS
CAMPAIGN STAKEHOLDERS
▸To alert the public about service interruptions during the Town Utility
Department’s service extension projects.
▸To alert the public about traffic interruptions during the Town Utility
Department’s service extension projects.
▸To build public good will and a positive image of a proactive town
government.
GOALS
▸Queen Creek Utility Department
▸Town of Queen Creek government
TARGET AUDIENCES
▸Homeowners and Businesses affected by the service interruptions.
▸Commuters, Homeowners, and Businesses who may be affected
by the road closures and traffic restrictions.
▸Employees of the Town of Queen Creek.
MAJOR CHANNELS FOR CAMPAIGN
▸Twitter: Town of Queen Creek
▸Facebook: Town of Queen Creek Official Page
▸NextDoor
▸YouTube
▸Mailers to affected addresses (if budget allows)
▸Queen Creek Website
▸Email List
▸Press Releases to the East Valley Tribune, Queen Creek Independent,
and ABC 15
CAMPAIGN THEME AND
MAJOR HIGHLIGHTS
▸ Campaign: Water Works
▸ Campaign Stars: Walter Waters and
Wendy Waters
▸ Walter Personality: Serious about the
benefits of the growing water system,
serious about safety. Always wants
people to know what’s going on with the
Water Department.
▸ Wendy Personality: Knowledgeable about
all things water. High tech. Likes to share
big updates about the Water Works
project when Walter isn’t looking.
Water Works Campaign Logo
WAYS TO REACH THE AUDIENCE
▸Frequent Tweets - When there is a closure, send a tweet with a
reminder video or map image that is consistent with the campaign.
▸Facebook - Posts for closures, plus weekly updates/look ahead
posts so residents can plan. Monitor for feedback and questions
from residents.
▸YouTube - Video updates for closures, branded videos to update
progress, videos to remind residents why the process is important,
and build personality for the campaign. All videos should be under
2 minutes if possible.
WAYS TO REACH THE AUDIENCE
▸NextDoor - Posts for closures, plus weekly updates/look
ahead posts so residents can plan. Monitor for feedback and
questions from residents.
▸Town Website - Major weekly updates, email list creation for
updates, post survey for residents to see how they are
feeling about the project.
▸Cross Platform Hashtag: #WaterWorksQC
Water Works Campaign Intro Infographic
Water Works Campaign Intro Video
If video won’t play, click below to view it:
https://youtu.be/_7SiOVV6Wro
Water Works Campaign Tweet Example
Water Works Construction Infographic
Road Construction Video
If video won’t play, click below to view it:
https://youtu.be/_w78Syxem3M
Road Construction Animated Gif
If it doesn’t play, my apologies. It’s hosted on SlideShare, and sometimes it can be unforgiving.
You can view it at: https://www.dropbox.com/s/sm1pkw3ar2oyozs/roadconstruction.gif?dl=0
A SUCCESSFUL CAMPAIGN
▸ Survey on Twitter and on the QC website to gauge public interest
in the campaign.
▸ Comments on social media posts would be gathered and analyzed
for feedback from the public.
▸ Check social media, see how many times posts are
shared/liked/retweeted.
▸ Research on social media, see how many times #WaterWorksQC
is used.
▸ Survey of citizens in construction areas to measure how well
informed they felt they were, and where they got their information
about the construction from.

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QC Social Media Campaign Proposal

  • 2. GOALS/STAKEHOLDERS CAMPAIGN STAKEHOLDERS ▸To alert the public about service interruptions during the Town Utility Department’s service extension projects. ▸To alert the public about traffic interruptions during the Town Utility Department’s service extension projects. ▸To build public good will and a positive image of a proactive town government. GOALS ▸Queen Creek Utility Department ▸Town of Queen Creek government
  • 3. TARGET AUDIENCES ▸Homeowners and Businesses affected by the service interruptions. ▸Commuters, Homeowners, and Businesses who may be affected by the road closures and traffic restrictions. ▸Employees of the Town of Queen Creek.
  • 4. MAJOR CHANNELS FOR CAMPAIGN ▸Twitter: Town of Queen Creek ▸Facebook: Town of Queen Creek Official Page ▸NextDoor ▸YouTube ▸Mailers to affected addresses (if budget allows) ▸Queen Creek Website ▸Email List ▸Press Releases to the East Valley Tribune, Queen Creek Independent, and ABC 15
  • 5. CAMPAIGN THEME AND MAJOR HIGHLIGHTS ▸ Campaign: Water Works ▸ Campaign Stars: Walter Waters and Wendy Waters ▸ Walter Personality: Serious about the benefits of the growing water system, serious about safety. Always wants people to know what’s going on with the Water Department. ▸ Wendy Personality: Knowledgeable about all things water. High tech. Likes to share big updates about the Water Works project when Walter isn’t looking.
  • 7. WAYS TO REACH THE AUDIENCE ▸Frequent Tweets - When there is a closure, send a tweet with a reminder video or map image that is consistent with the campaign. ▸Facebook - Posts for closures, plus weekly updates/look ahead posts so residents can plan. Monitor for feedback and questions from residents. ▸YouTube - Video updates for closures, branded videos to update progress, videos to remind residents why the process is important, and build personality for the campaign. All videos should be under 2 minutes if possible.
  • 8. WAYS TO REACH THE AUDIENCE ▸NextDoor - Posts for closures, plus weekly updates/look ahead posts so residents can plan. Monitor for feedback and questions from residents. ▸Town Website - Major weekly updates, email list creation for updates, post survey for residents to see how they are feeling about the project. ▸Cross Platform Hashtag: #WaterWorksQC
  • 9. Water Works Campaign Intro Infographic
  • 10. Water Works Campaign Intro Video If video won’t play, click below to view it: https://youtu.be/_7SiOVV6Wro
  • 11. Water Works Campaign Tweet Example
  • 13. Road Construction Video If video won’t play, click below to view it: https://youtu.be/_w78Syxem3M
  • 14. Road Construction Animated Gif If it doesn’t play, my apologies. It’s hosted on SlideShare, and sometimes it can be unforgiving. You can view it at: https://www.dropbox.com/s/sm1pkw3ar2oyozs/roadconstruction.gif?dl=0
  • 15. A SUCCESSFUL CAMPAIGN ▸ Survey on Twitter and on the QC website to gauge public interest in the campaign. ▸ Comments on social media posts would be gathered and analyzed for feedback from the public. ▸ Check social media, see how many times posts are shared/liked/retweeted. ▸ Research on social media, see how many times #WaterWorksQC is used. ▸ Survey of citizens in construction areas to measure how well informed they felt they were, and where they got their information about the construction from.