PUBLIC AGENCY SOLUTIONS

Connecting residents and their utilities in the places where they meet.

City of Roseville, Environmental Utilities (EU)

3fold Public Agency Utility Marketing Image

Overview

When a city enjoys overwhelming support from both residents and businesses, as well as research showing both groups have a strong level of appreciation for the amenities that come with a well-run municipality, it’s easy to rest on your laurels. However, smart cities and their utility partners know maintaining their reputations and continuing to build stronger relationships with residents and business is essential for ensuring long-term growth and success for all.

City of Roseville Environmental Utilities Logo

The of Roseville, California’s Environmental Utilities (EU) department contributed to the city’s general level of passion and pride by residents and business owners. Research, including customer data, stakeholder interviews, and an organizational analysis, showed the public viewed Roseville utilities as being “on their side” and a partner in maintaining the city’s place as a desired community to live, work, and play.

Maintaining this reputation and continuing to build stronger relationships with residents was a priority for the City of Roseville and led to its partnership with 3fold.

EU came to 3fold to develop a strategic plan to expand its reputation as a trusted community asset and increase resident and business participation in EU programs and services.

3fold Public Agency Utility Marketing Image

The Campaign

The “Where Utilities Meet Life” campaign was designed to create clear, quick connections for customers so they could recognize how their utilities contribute to their daily lives in numerous positive ways.

The idea was to create proactive messages and reminders to build a more positive relationship for customers that would alleviate frustrations and negative emotions during the limited moments their services stopped working.

First, the campaign was designed to act as a platform for a new brand look for EU, using a range of color palettes, an over-arching utilities logo, and individualized service icons to represent each utility service and the department’s Utility Exploration Center (UEC). This created a visually consistent foundation for all outreach with residents, ensuring communications were clear and recognizable every time.

“I was impressed from the start. The team provides a perfect blend of research and strategy. And they knock it out of the park creatively! They quickly understood our needs and provided their marketing expertise to create campaigns and creative options that are exciting, cost effective and have maximum impact.”

–Maurice Chaney, Public Information Officer, City of Roseville, California

“I was impressed from the start. The team provides a perfect blend of research and strategy. And they knock it out of the park creatively! They quickly understood our needs and provided their marketing expertise to create campaigns and creative options that are exciting, cost effective and have maximum impact.”

–Maurice Chaney, Public Information Officer, City of Roseville, California

We then ensured the campaign was organized to include both business and residential audiences. For businesses, we used the messaging, “Where Utilities Meet Business.” For residents, we used “Where Utilities Meet Home.”

All campaign messaging promoted positive, proactive messaging that directly responded to the top three utility needs for both residents and businesses:

  • Direct out-of-pocket savings

  • Enhanced quality of living and comfort

  • Environmental responsibility

We developed design collateral and advertising that reinforced this distinction while still reflecting the variety of life moments each audience could recognize and relate to personally. Each audience segment also had an individualized presence with unique icons, imagery and messaging.

When it came to achieving the primary goal of positioning EU as a vital community asset in Roseville for residents and businesses, the responses generated on social media quotes during the campaign show we definitely made an impact.

“I see what you do…did in my neighborhood…and it is so appreciated!” – Kathy V., resident

“I always notice your hard work, helping us all live easier.” – Brie L., resident

“You guys are awesome! Thanks for sharing all the information.” – Barbara S., resident

“I have great respect for our utility situation. Have never lived where the city was in charge of all the utilities.” – Joan A., resident

Services provided:

  • Research and analysis
  • Outreach plan development
  • Campaign concepts and design
  • Media planning and management
  • Social media strategy and management
  • Digital media placement and management
  • Motion graphic video development and animation
  • Collateral and marketing material design
  • Grassroots outreach and partner support