Build goodwill and reinforce image with community-focused messaging
Integrating a comprehensive, ongoing community relations program into a utility’s CCM strategy helps achieve visibility as a good community citizen, build goodwill and reinforce paid advertising campaigns.
With a redesigned statement, there’s a genuine community relations opportunity for the utility…
- Most-read communication – the utility statement – delivers the audience
- Communications expertise and statement redesign create the vehicle
- Data analysis provides “localization” and relevant messaging opportunities
Do you have community programs that need publicity or participation?
- Good-citizen initiatives like budget plans?
- Easy payment options – automatic bill payment and e-payment?
- Green movements and incentive programs for energy efficiency?
- Corporate-giving programs?
A properly designed utility statement becomes a top-notch communication vehicle with a guaranteed attentive audience.
The next step in this phase is twofold: use the first page of the statement to
- deliver billing information
- provide space for a community relations message – a “billboard” that’s tied to the individual customer’s interests.
This messaging requires segmenting your audience by their interests or receptivity to your community programs. You can achieve this segmentation by mapping and geo-coding your targeted customers and performing enhanced market or “location” analysis.
How does it work? Your customer data will guide your messaging through variable data printing. Customers who show an interest in the environment receive messages about energy-efficient lighting. Young, Internet-savvy customers get relevant e-payment messages. And messages about your corporate-giving programs reach upscale customers.
Place community action and awareness at the heart of your CCM strategy. And use accurate, integrated data to make your community-focused programs and communications work for you.