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

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Snohomish PUDSnohomish PUD

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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

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“Slips, Trips & Falls” Campaign

“Slips, Trips & Falls” Campaign

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“Working Green”“Working Green”

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“60th Anniversary”“60th Anniversary”

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

“Hot Summer Savings”

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“Meet the Renewables”“Meet the Renewables”

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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

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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

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Be a Conservation Sensation!

Be a Conservation Sensation!

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Strengths of ApproachStrengths of Approach

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

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How the Campaign Developed

How the Campaign Developed

Super Hero concept Management support essential Wanted to tie in employees

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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

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Customers VolunteerCustomers Volunteer

Individuals/couples Iconic Groups – Silvertips, cheerleaders,

sports groups, barbershop quartet, firefighters

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

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Weatherization Commercial

Weatherization Commercial


CFL CommercialCFL Commercial

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Rick Steves CommercialRick Steves Commercial

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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

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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

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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)

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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

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Not Everything Works Not Everything Works

Capes on Tape video contest County Executive John Curley pitch

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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

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Challenges AheadChallenges Ahead

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

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Good News!Good News!

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

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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

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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

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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

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The Best Part of My JobThe Best Part of My Job

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My Team!


Questions?Questions?

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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