Communicating construction updates and keeping audiences engaged
About this project
Client
Western Municipal Water District
Services
Community Outreach, Marketing Campaigns, Creative
The approach
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 opportunity
JPW was commissioned to create a multi-faced outreach campaign to reach these key audiences is the Western’s service area. We started by creating a brand for 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 be only be delivered to Murrieta customers and there would be no net impact to 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
Copy writing
Construction meeting attendance
Community pop-up events logistics and promotion
Job site signs
Text alerts with custom short code
Website management
The reward
The construction of the well and above-ground equipment is complete. Western received very few complaints during the project – none from neighbors beyond the few houses that backed up against the construction site – and residents commended the District for its commitment to communication.
JPW was able to guide Western through the process of seizing this opportunity to build goodwill within the community and start to build a brand of caring and respect.
Today, North Well produces 750 gallons of water per minute or 1.08 million gallons per day. With this additional local water source, Western can work towards long-term rate stability since less imported water will be needed for Murrieta residents.