The lack of toilet paper has caused consumers to turn to alternative paper products such as paper towels, wet wipes, and in one case, shredded t-shirt material, which resulted in a clogged sewer line at a lift station in Redding, CA. Wastewater workers responded immediately, helping to prevent a dangerous sewage spill, while City officials placed the door hangers on resident’s homes, reminding them of the dangers of non-flushable materials. The story quickly drew media attention and was covered in a national news story highlighting the use of the door hangers to emphasize the importance of not flushing improper materials down the toilet. The article also provided images of the print graphics themselves, helping to further raise awareness to readers throughout the U.S.

Nationwide, local utilities have been on high-alert trying to quickly create and distribute informational materials warning residents of the dangers of flushing non-flushable items, but the City of Redding was already prepared, says Tracy, who notes “Having pre-printed materials on our shelves ahead of time was extremely important. In a sewer crisis/overflow situation, sewer departments do not have the luxury of time to develop educational materials and have them printed. We were prepared for this type of public outreach and response to a sewer backup because we planned ahead and had the public education materials available at our office.”

While the Coronavirus disease and toilet paper shortages could not have been anticipated, The City of Redding’s proactive approach to educating residents on an already growing problem allowed them to preempt it during an unprecedented time of crisis.

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In collaboration with Goldstreet, LMUD chose a multifaceted approach to informing their customers of the upcoming changes. Door hangers were used to let customers know that their meter had been exchanged or that access to their meter was not possible and they needed to contact the district to set-up a time. Information cards with the FAQs were placed in their lobby and given to the field personnel to have on hand in their vehicles when needed. If a customer came in with a question, a customer service representative had cards with answers they could provide.

Lassen thought that communication and reaching each customer was going to be crucial, regardless of their customers’ feelings toward the change – they were right. The positive response they received for keeping their customers in the loop, providing them an avenue to get their questions answered as well as their concerns addressed, proved to be the driving force in customer satisfaction. One customer said, “Thank you for leaving the door hanger about our meter and thank you for the dog treats too!”

The district’s, Theresa Phillips, said, “The materials we developed, with the help of Goldstreet, made it possible for us to reach every customer that was affected. We also did newspaper, radio, web site and social media outreach, but without a doubt, the printed materials that we were able to deliver to our customers were the most effective. The quality of the material, the information presented and the fact that customers had something they could refer to helped our utility achieve our communication goal.”

After the roll out of this program the only thing Lassen Municipal Utility District said they would have done differently was to have ordered more “sorry we missed you” door hangers as they were essential to rescheduling missed installs.

In partnership with Goldstreet, Lassen Municipal Utility District was able to educate their community of upcoming changes to the meter system they were used to and create trust with their customers while they adjusted to a needed upgrade in technology.

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Have a Key Message

Before you get started, be sure that you’re clear about the main point you want the public to take away. Trying to cover too many topics at once can water down your message and make it hard for people to remember. Alternatively, one key message that you support through signage, promotional materials and talking points is more likely to have lasting impact.

Think About Your Audience

Now that your clear about your message, it’s time to think about where to deliver it. Is your information targeted to adults, children, homeowners, pet owners? Think about your audience and make sure you plan your event where they might best be reached. Considering budget vs impact is also important. Because outreach resources are often tight, you want to spend more of your budget on programs that have a wider reach and less on those for a smaller audience.

Get the Word Out

Promoting your event is also crucial to its success. You can start generating interest ahead of time through social media, website posts, media outlets, community calendars, etc. A little buzz can go along way!

Don´t Be a Wallflower

When it comes to the day of the event, it´s either go big or be invisible. So make sure you brand your booth with banners, table covers and other signage that stand out and deliver your key message. There´s no such thing as being too visible!

Make Your Booth the Place to Be

Giveaways are always a great way to attract people to your booth. To make them more meaningful, develop promotional items that tie in with your key message. For example, if you want to teach kids about water conservation, you could consider a colorful activity book with teaching points around the subject. To build the excitement, invite people in for a game with the giveaways as prizes. Educating the public through games and activities brings a sense of fun to the learning process and helps them remember your message. Be sure to follow the activities with a take home handout that reinforces your point.

Put Your Best Face Forward

Preparing your staff is key to making your community event a success. After all, these are the people that will literally be the face of your company. Make sure that they are well prepared with talking points that deliver a consistent message. Just as important is being a good host. Branded refreshments and a smile will make people feel welcome and more apt to listen your message.

Need more help with your community event? Goldstreet has developed outreach programs for utilities and agencies across the country. The activities and communication pieces we create will get noticed and resonate with your customers.

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