Creative Communications

January 18, 2018 | Author: Anonymous | Category: Arts & Humanities, Writing, Journalism
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Creative Communications Julee Cunningham Snohomish County PUD NWPPA •September 2011

Today’s Topics



Who we are



Campaign variety



Conservation campaign



Assorted Examples



Creative Process

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

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Snohomish PUD North of Seattle 320,000 customers 950 employees

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

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

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“Slips, Trips & Falls” Campaign

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

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“Working Green”

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

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“60th Anniversary”

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

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

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

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“Meet the Renewables”

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

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Conservation @ 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

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

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Campaign 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

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

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Be a Conservation Sensation!

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

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Strengths of Approach



Different!



Light-hearted



Helps make a serious topic fun



Helps make utility approachable



Features customers and employees

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

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How the Campaign Developed



Super Hero concept



Management support essential



Wanted to tie in employees

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

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Television 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

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

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Customers Volunteer

 



Individuals/couples Iconic Groups – Silvertips, cheerleaders, sports groups, barbershop quartet, firefighters Local “fame” – mayor, county executive, general manager, Rick Steves

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

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Weatherization Commercial

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

CFL Commercial

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

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Rick Steves Commercial

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

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

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E-newsletter

Lobby Poster

Billboard

Transit

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

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

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Most Recent Efforts… 

Wrapped vehicles



Electronic sign



Playing cards



QR codes



Customer games



Geocache (121°39'30.261"W 47°57'39.252”N)

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

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This 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

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

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Not Everything Works 



Capes on Tape video contest



County Executive



John Curley pitch

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

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Success 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

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

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Challenges Ahead 

Tougher goals



Higher costs



Same budget



Fewer programs



Challenging audience



Stagnant economy

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

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Good News! We like challenges! 

Keeps us hustling



Keeps us engaged



Keeps us excited about our jobs



Keeps us employed 

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

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Our 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

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

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Cheer 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

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

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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

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

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The Best Part of My Job My Team!

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

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Questions?

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

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