Utilities Communication Plan – Scope of Work, Results & Implementation Erin Young Water Resources Manager City of Flagstaff Utilities Division April, Water Commission

Statement of Problem Utilities staff are not typically communications & marketing “savvy” Technical & factual communication is part of the job; making it digestible and staying ahead of the message takes a lot of time

Communications Plan Purpose Establish a long-term, proactive communication program for the Utilities Division Inform stakeholders and the community about the Utilities Division and topics of public interest

Communications Plan Goal Raise awareness about water, wastewater, stormwater and reclaimed water services, quality and value

Hired Katz & Associates to Draft Plan

Development of Plan Many of our issues are common with other western cities Emerging contaminants Long-term water supply sustainability State-wide water supply imbalances Climate change Conduced one-on-one stakeholder interviews in August 2015 City staff provided lists of groups & individuals Purpose: gauge awareness and perceptions about the Utilities Division and water resources, planning and infrastructure Goal: What are the issues & effective ways to communicate?

Findings - Database 1.Develop comprehensive database of target audiences

2. Challenges & opportunities Public perception and cultural values Water supply management & planning process Certainty with water conservation as a permanent long-term strategy Findings – Challenges & Opportunities

2. Challenges & opportunities Continued promotion and support of programs in place Continued participation in events Continued use of and enhanced participation in current outreach methods Continued involvement in local, regional, national water organizations Findings – Challenges & Opportunities

Findings – Communication Goal 3. Communication Goal Create a proactive & sustained public information and outreach process Foster meaningful community dialogue Ensure two-way communication

Findings – Strategies for Success 4. Strategies for Success 1.Develop a Message Plan 2.Developing Content to Inform the Public 3.Consistently Implementing and Improving Outreach Methods 4.Demonstrating Commitment to Involving the Public in Decision-Making 5.Assessing the Need to Staff Dedicated Outreach Personnel 6.Evaluating Performance and Adjusting as Needed

Findings – Action Plan: Outreach Activities 5. Action Plan: Outreach Activities Comprehensive Target Audience Database Baseline and Interim Surveys Enhanced Website Blog Social Media Videos Fact Sheets, Brochures, Quick Fact Cards and FAQs Speakers Bureau Facility Tours Community Partnerships Community Events Media Appearances and Potential Paid Advertising Newsletter, Magazines and Template Articles Interactive Kiosks

Implementation Could be a full time job Start with new position funded by water rates Job description to include communication and marketing skills Implement parts of the plan

Identify Adjacent Opportunities Survey work with Peak Democracy Water Conservation Management & Customer Engagement Software WaterSmart Smart Utility Systems

Implementation: Phase I Strategies For Success ( Proposed for Phase I in bold text) 1.Develop a Message Plan a)Surveys, social media monitoring, etc b)Develop key messages & talking points c)Rapid Response & Communications Protocol 2.Developing Content to Inform the Public a.Communication themes & informational programs 3.Consistently Implementing and Improving Outreach Methods 4.Demonstrating Commitment to Involving the Public in Decision-Making (Phase II) 5.Assessing the Need to Staff Dedicated Outreach Personnel 6.Evaluating Performance and Adjusting as Needed

Implementation: Phase I Message Plan Strategies for Success 1.Develop a Message Plan Key issues – survey community & prioritize i.Long-term Planning and Financing ii.Reclaimed Water and Emerging Contaminants iii.Water Availability and Drought iv.Infrastructure and Development v.Water Usage and Conservation vi.Community Involvement and How to Inform Community Members vii.Water and Wastewater Treatment Budget For Phase II

Implementation: Phase I Strategies For Success ( Proposed for Phase I in bold text) 1.Develop a Message Plan a)Surveys, social media monitoring, etc b)Develop key messages & talking points c)Rapid Response & Communications Protocol 2.Developing Content to Inform the Public a.Communication themes & informational programs 3.Consistently Implementing and Improving Outreach Methods 4.Demonstrating Commitment to Involving the Public in Decision-Making (Phase II) 5.Assessing the Need to Staff Dedicated Outreach Personnel 6.Evaluating Performance and Adjusting as Needed

Develop key messages & talking points Katz provides a number of these in the document Three statements; consistency in messages & in materials Q&A section Develop Rapid Response & Communication Protocol Crisis Communication Plan Rapid Response Plan Evaluating the outcome and whether the protocol worked Communication Protocol Implementation: Phase I Message Plan

Implementation: Phase I Develop Content Strategies For Success ( Phase I in bold text) 1.Develop a Message Plan a)Surveys, social media monitoring, etc b)Develop key messages & talking points c)Rapid Response & Communications Protocol 2.Developing Content to Inform the Public a.Communication themes & informational programs 3.Consistently Implementing and Improving Outreach Methods 4.Demonstrating Commitment to Involving the Public in Decision-Making (Phase II) 5.Assessing the Need to Staff Dedicated Outreach Personnel 6.Evaluating Performance and Adjusting as Needed

Develop Content to Inform the Public Messaging that resonates with the audience Strategically placed advertising Communication Themes Cost issues Water availability Watershed health Aging infrastructure Informational Programs “We’re working for you” Flagstaff “Well”ness Water Program Implementation: Phase I Develop Content

Implementation: Phase I Consistency Strategies For Success ( Phase I in bold text) 1.Develop a Message Plan a)Surveys, social media monitoring, etc b)Develop key messages & talking points c)Rapid Response & Communications Protocol 2.Developing Content to Inform the Public a.Communication themes & informational programs 3.Consistently Implementing and Improving Outreach Methods 4.Demonstrating Commitment to Involving the Public in Decision-Making 5.Assessing the Need to Staff Dedicated Outreach Personnel 6.Evaluating Performance and Adjusting as Needed

Implementation: Phase I Performance Strategies For Success ( Phase I in bold text) 1.Develop a Message Plan a)Surveys, social media monitoring, etc b)Develop key messages & talking points c)Rapid Response & Communications Protocol 2.Developing Content to Inform the Public a.Communication themes & informational programs 3.Consistently Implementing and Improving Outreach Methods 4.Demonstrating Commitment to Involving the Public in Decision-Making 5.Assessing the Need to Staff Dedicated Outreach Personnel 6.Evaluating Performance and Adjusting as Needed

Implementation: Phase I Outreach Comprehensive Target Audience Database Baseline and Interim Surveys Enhanced Website (Ongoing w. Kim Ott) Blog Social Media (Expand Facebook messaging & track) Videos Fact Sheets, Brochures, Quick Fact Cards and FAQs Speakers Bureau Facility Tours Community Partnerships Community Events Media Appearances and Potential Paid Advertising Advertising, CityScape, Newsletter, Magazines and Template Articles Interactive Kiosks

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