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

CreativeCommunications

Julee CunninghamSnohomish County PUD

NWPPA •September 2011

Creative Communications • Julee Cunningham, Snohomish County PUD • September 2011

Today’s TopicsToday’s Topics

Who we are Campaign variety Conservation campaign Assorted Examples Creative Process

2


Snohomish PUDSnohomish PUD

3

North of Seattle

320,000 customers

950 employees


Who We AreWho 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


“Slips, Trips & Falls” Campaign

“Slips, Trips & Falls” Campaign

5


“Working Green”“Working Green”

6


“60th Anniversary”“60th Anniversary”

7


“Team Up & Save” &“Hot Summer Savings”“Team Up & Save” &

“Hot Summer Savings”

9


“Meet the Renewables”“Meet the Renewables”

10


Conservation @ the PUDConservation @ 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


Campaign BackgroundCampaign 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


Be a Conservation Sensation!

Be a Conservation Sensation!

13


Strengths of ApproachStrengths of Approach

Different! Light-hearted Helps make a serious topic fun Helps make utility approachable Features customers and employees

14


How the Campaign Developed

How the Campaign Developed

Super Hero concept Management support essential Wanted to tie in employees

15


Television CommercialsTelevision 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


Customers VolunteerCustomers Volunteer

Individuals/couples Iconic Groups – Silvertips, cheerleaders,

sports groups, barbershop quartet, firefighters

Local “fame” – mayor, county executive, general manager, Rick Steves

22


Weatherization Commercial

Weatherization Commercial


CFL CommercialCFL Commercial

24


Rick Steves CommercialRick Steves Commercial

25


Year 1 (2008)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

Lobby PosterE-newsletter

Billboard

Transit


Then We Started to Push Harder

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


Most Recent Efforts…Most Recent Efforts…

Wrapped vehicles Electronic sign Playing cards QR codes Customer games Geocache (121°39'30.261"W 47°57'39.252”N)

35


This Year’s ThemeThis Year’s Theme

It’s Time to Play…Be a conservation sensation!

Kicked it off with calendar Monster mascots Customer and employee games Ad booklet

38


Not Everything Works Not Everything Works

Capes on Tape video contest County Executive John Curley pitch

40


Success MeasurementsSuccess 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


Challenges AheadChallenges Ahead

Tougher goals Higher costs Same budget Fewer programs Challenging audience Stagnant economy

42


Good News!Good News!

We like challenges! Keeps us hustling Keeps us engaged Keeps us excited about our jobs Keeps us employed

43


Our Creative ProcessOur Creative Process

Annual retreat Meet couple times a month Monthly “To-Do’s” Loads of communication plans! Stuff Room Hat box Friday Fun RAKs Include FUN in each day Cheer coaches

44


Cheer CoachesCheer 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


Also…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


The Best Part of My JobThe Best Part of My Job

47

My Team!


Questions?Questions?

48

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

Documents

snohomish pud

customers employees

campaign background

conservation sensation

dozen conservation programs

talent props feature

lighthearted helps

press releases