Supporting the “The Long Beach Way” through inclusive outreach and engagement
About this project
Client
Long Beach Water Department
Strategic Communications, Community Outreach
Services
The approach
Long Beach Water Department (LBWD) hired JPW to create its first strategic communications plan as part of its comprehensive water resources management strategy. The effort included gathering stakeholder input; identifying and prioritizing communications initiatives; and opening the door for two-way conversations around important LBWD services and initiatives on the horizon.
The opportunity
JPW partnered with LBWD through a five-phase process that included: (1) research and insights; (2) communication plan development; (3) program of work planning; (4) implementation; and (5) evaluation. By owning its narrative and aligning outreach with its community, LBWD’s strategic communication plan would showcase the department’s value, accountability and trustworthiness by focusing on the following objectives:
Generate ongoing trust and goodwill with customers.
Deliver proactive, approachable and transparent communications.
Establish the department as the most credible source of information on all things related to water and wastewater in Long Beach.
Facilitate engaging, two-way communications and partnerships between the department and Long Beach community.
Improve communication with harder to reach customers.
The solution
JPW conducted a thorough research process that included an audit of current communication efforts; a management team workshop; one-on-one interviews with key stakeholders; customer and stakeholder focus groups; and a customer survey.
Reviewed LBWD branding and identified opportunities to align with a simplified and cohesive platform with an eye toward harder to reach audiences.
Facilitated a community engagement mapping exercise to identify key audiences and their needs and interests.
Uncovered opportunities to engage harder to reach audiences within the Long Beach community (multifamily customers, specific neighborhoods, Khmer, Tagalog or Spanish speaking customers).
Analyzed research findings in a comprehensive insights report.
Developed key messages and a master narrative to guide future Department communication across multiple platforms.
Established processes to streamline how communication activities were initiated, implemented and evaluated.
Developed an integrated communication strategy that included tactics geared toward informing and engaging key audiences:
Issue-specific white papers and website articles
Highly targeted email marketing campaigns
New customer welcome kit
A behavior change program focused on “The Long Beach Way” of ongoing stewardship of limited water resources
Partnerships with educational institutions
Coalition building
Pop up outreach events
Collaboration with the City’s Office of Equity to create information streams via trusted sources with traditionally under-represented audiences
The reward
LBWD’s first ever strategic communication plan was completed and is now in use by LBWD to enhance relationships with the community, convey value to ratepayers, increase awareness of key issues affecting water resources and promote water conservation behaviors.
JPW developed output and outcome measures to be utilized by LBWD’s first ever strategic communication plan was completed and is now in use by LBWD to enhance relationships with the community, convey value to ratepayers, increase awareness of key issues affecting water resources and promote water conservation behaviors.
JPW developed output and outcome measures to be utilized by department staff to gauge effectiveness and adapt implementation as needed to ensure success. KPIs include: measuring gross impressions, e-newsletter subscribers and open rages, website page views per month, increased engagement and social media followers, video views, emails sent and campaign referral tracking.
Long term outcome-oriented measures include ongoing customer surveys, increased understanding of key issues among target audiences particularly underrepresented audiences; enhanced participation in rebate programs and other water conservation measures; and agency success in securing investments needed for system operations.