Transcript Document

Water Services Training Group
17th Annual Conference
Creating a new Irish
Water Industry
INEC, Killarney, 5th September 2013
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Creating a new Irish Water
Industry
Irish Water Communications
Strategy
Elizabeth Arnett
Head of Communications & Corporate Services
Irish Water
Strategic Message
Value Water
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Audience
IRISH
CITIZEN
Consumers need to appreciate that
they are customers
Citizens need to understand that
they are consumers
“Water
is free”
IRISH WATER
CUSTOMER
WATER
CONSUMER
“Water costs
money”
“We need to invest
for the future”
“IW provides
my water”
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“I am charged
for water”
“I value water”
“I pay my water
bill”
Other important messages
 Economic contribution
 Investment need
 Jobs
 Business opportunity
 Charges
 First fix leakage
 Customer side leakage
 Free usage allowances
 Metering
 Least disruption install
 Automated metering
 Accurate billing
 Service
 Assistance in conserving water
 Open Engagement
Irish
Water
Value Water
We are not a billing agency... We are Irish Water
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 Environmental Sustainability
 Demand management
 Conservation
 Health
 Quality
 Expertise
 Water treatment
 Waste water treatment
 Need for change
 Make the invisible visible
 Water quality history
 Significant national asset
Strategic Planning of Communications
Irish Water
Using a mix of
communications
tools
Will change
citizens
Visible
Indirect
comms
Aware
Informative
Convincing
Facilitating
Indirect
Indirect
Indirect
Direct
Direct
Understands
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Appreciates
Inspiring
Direct
comms
Direct
Acts
Advocates
Communications Tools
 Website
 Call Centre
 Advertising
 Events
 PR / Media
 Stakeholder Engagement
 Metering!
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Brand
We value water as a precious natural resource on
which the quality of life depends.
Through responsible stewardship, efficient
management and strong partnerships, Ireland has
a world-class water infrastructure that ensures
secure and sustainable water services, essential for
our health, our communities, the economy and the
environment.
Values - by which we will live and are measured against
Responsibility
Expertise
Efficiency
Integrity
Stewardship, Partnership, Inclusion,
Safeguarding for the next generation
Knowledge, Quality, Technical excellence,
Progressive, Solutions-orientated
Responsive, Fiscal responsibility, Capital
utilisation, Customer service, Delivering
Transparent, Accountable, Honest, Fair
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Mark
Clean, robust and simple.
Efficient to apply in
multiple applications.
Embraces Irish language
Website
www.water.ie
• Why value water?
• About us
• Metering
• install animation soon
• Frequently asked questions
• Water treatment cycle
• Wastewater treatment cycle
• Usage tips from taptips.ie
• Jobs
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Advertising Campaign
 Timing
 First burst: September to November 2013, repeated through 2014
 Purpose
 Encourage customers and stakeholders to value water and water services
 Precursor to customer validation (of billing details) request in late 2014
 Themes
 Precious resource we trust
 Appreciate current water services
 Growing demands in the future
 Changes needed to investment and funding
 Change to direct payment and metering
 Contribution to the economy and jobs
 Channels
 TV, Radio (incl. local), Press, Online
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Other Issues to be considered
 Policy issues
 January 1 2014
 Projects
 Incident management
 Statutory consultation on the regulatory cycle
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