Presentation is loading. Please wait.

Presentation is loading. Please wait.

Communications Creative Communications Julee Cunningham Snohomish County PUD NWPPA September 2011.

Similar presentations


Presentation on theme: "Communications Creative Communications Julee Cunningham Snohomish County PUD NWPPA September 2011."— Presentation transcript:

1 Communications Creative Communications Julee Cunningham Snohomish County PUD NWPPA September 2011

2 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Today s Topics Who we are Campaign variety Conservation campaign Assorted Examples Creative Process 2

3 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Snohomish PUD 3 North of Seattle 320,000 customers 950 employees

4 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Who We Are Nine employees in Corporate Communications & Marketing department: Advertising Websites – internal & external Media interaction – reporters, press releases, press tours Internal communications – employee newsletter, flyers, campaigns External communications – e-newsletters, customer magazine, bill inserts, annual report Social media – Facebook, Twitter, YouTube Graphic design Research & Surveying Education Print Shop & Mail Center 4

5 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Slips, Trips & Falls Campaign 5

6 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Working Green 6

7 Creative Communications Julee Cunningham, Snohomish County PUD September th Anniversary 7

8

9 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Team Up & Save & Hot Summer Savings 9

10 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Meet the Renewables 10

11 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 the PUD This year charged with saving 7.7 aMW with a stretch goal of 8.4 aMW Roughly a dozen conservation programs that can be marketed Residential and C/I 30+ years of staff experience 11

12 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Campaign Background In 2007, general manager charged us with developing conservation campaign Had to be produced with in-house staff Wanted options Developed four Tested on customers & employees 12

13 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Be a Conservation Sensation! 13

14 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Strengths of Approach Different! Light-hearted Helps make a serious topic fun Helps make utility approachable Features customers and employees 14

15 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 How the Campaign Developed Super Hero concept Management support essential Wanted to tie in employees 15

16

17

18

19

20

21 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Television Commercials Foundational… and the hardest Write scripts Recruit talent & props Feature customers and employees Use outside video/editing Focus on programs Make them light-hearted 21

22 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Customers Volunteer Individuals/couples Iconic Groups – Silvertips, cheerleaders, sports groups, barbershop quartet, firefighters Local fame – mayor, county executive, general manager, Rick Steves 22

23 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Weatherization Commercial

24 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 CFL Commercial 24

25 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Rick Steves Commercial 25

26 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Year 1 (2008) We covered all the basics – plus some extras Print & online ads Radio Customer newsletter Website & Video Contest Special Tabloid Newsletters Videos Press releases Transit Billboard Lobby posters & employee sensation photos 26

27 Lobby Poster E-newsletter

28

29 Billboard Transit

30 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Then We Started to Push Harder Window clings Special tabloid publications T-shirts Point-of-purchase YouTube channel FaceBook & Twitter pages Envelopes, stationery, business card 30

31

32

33

34

35 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Most Recent Efforts… Wrapped vehicles Electronic sign Playing cards QR codes Customer games Geocache (121°39'30.261"W 47°57'39.252N) 35

36

37

38 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 This Years Theme Its Time to Play… Be a conservation sensation! Kicked it off with calendar Monster mascots Customer and employee games Ad booklet 38

39

40 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Not Everything Works Capes on Tape video contest County Executive John Curley pitch 40

41 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Success Measurements Mostly, though, things are going right: Exceeded conservation targets for past three years Customers and employees ask to be included Local, regional and national recognition of the campaign 41

42 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Challenges Ahead Tougher goals Higher costs Same budget Fewer programs Challenging audience Stagnant economy 42

43 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Good News! We like challenges! Keeps us hustling Keeps us engaged Keeps us excited about our jobs Keeps us employed 43

44 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Our Creative Process Annual retreat Meet couple times a month Monthly To-Dos Loads of communication plans! Stuff Room Hat box Friday Fun RAKs Include FUN in each day Cheer coaches 44

45 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Cheer Coaches Organized potlucks Provided cereal bar Hosted days for ice cream socials/floats/shakes/ yoguccinos, new Frappucino flavors Starbucks trip Taught how to draw our faces & tie knots Offered trivia and/or quizzes Organized an office-trade Held Pictionary contest Looked for a geocache Set-up Nerf basketball Hoops competition 45

46 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Also… Supportive & appreciative management team Variety of talents, styles, ages, temperaments, views in workgroup Loads of good ideas Work as individuals and as a team Team members encouraged to ask hard questions and challenge me and status quo Fast, fluid, flexible 46

47 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 The Best Part of My Job 47 My Team!

48 Creative Communications Julee Cunningham, Snohomish County PUD September 2011 Questions? 48


Download ppt "Communications Creative Communications Julee Cunningham Snohomish County PUD NWPPA September 2011."

Similar presentations


Ads by Google