The opportunity

Western Municipal Water District decommissioned a well in 2017 when it no longer met the district’s quality standards. Western needed to reestablish a well in the same location to continue its investment in cost-effective local water sources and spend less money on expensive imported water. 

This required periods of 24-hour drilling at the well site, which was in the middle of a residential neighborhood with businesses, churches and schools nearby. Western needed to keep customers informed about the project, build support for its completion and assist impacted residents.

The approach

JPW was commissioned to create a multi-faced outreach campaign to reach these key audiences in the Western’s service area. We started by creating a brand for a well-drilling effort entitled “Local Water Done Well.” 

The campaign not only informed customers about the project timeline, benefits and temporary neighborhood impact but also helped to reassure customers that water from the new North Well would only be delivered to Murrieta customers and that there would be no net impact on the groundwater supply. 

The solution

• Campaign creative (logo/tagline) 

• Communications strategy 

• Collateral suite of signage, brochures, direct mail postcards and fact sheets, digital newsletter, door hangers, PowerPoint, print and digital ads 

• Social media strategy, content and graphics 

• Board of directors, internal staff and public messaging 

• Copywriting 

• Construction meeting attendance 

• Community pop-up events logistics and promotion 

• Job site signs 

• Text alerts with custom shortcode 

• Website management