Creating a new Irish Water Industry Water Services Training Group 17th Annual Conference Creating a new Irish Water Industry INEC, Killarney, 5th September 2013 1

Creating a new Irish Water Industry Irish Water Communications Strategy Elizabeth Arnett Head of Communications & Corporate Services Irish Water

Strategic Message Value Water

Audience IRISH CITIZEN WATER CONSUMER IRISH WATER CUSTOMER Citizens need to understand that they are consumers “Water is free” “Water costs money” “We need to invest for the future” IRISH CITIZEN IRISH WATER CUSTOMER Consumers need to appreciate that they are customers “I value water” “IW provides my water” “I am charged for water” “I pay my water bill”

Other important messages Service Assistance in conserving water Open Engagement Economic contribution Investment need Jobs Business opportunity Environmental Sustainability Demand management Conservation Health Quality Charges First fix leakage Customer side leakage Free usage allowances Irish Water Expertise Water treatment Waste water treatment Need for change Make the invisible visible Water quality history Significant national asset Metering Least disruption install Automated metering Accurate billing Value Water We are not a billing agency... We are Irish Water

Strategic Planning of Communications Irish Water Visible Informative Convincing Facilitating Inspiring Using a mix of communications tools Indirect comms Indirect Indirect Indirect Direct comms Direct Direct Direct Will change citizens Aware Understands Appreciates Acts Advocates

Communications Tools Website Call Centre Advertising Events PR / Media Stakeholder Engagement Metering!

Brand Values - by which we will live and are measured against Mark 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 Mark Clean, robust and simple. Efficient to apply in multiple applications. Embraces Irish language Responsibility Stewardship, Partnership, Inclusion, Safeguarding for the next generation Expertise Knowledge, Quality, Technical excellence, Progressive, Solutions-orientated Efficiency Responsive, Fiscal responsibility, Capital utilisation, Customer service, Delivering Integrity Transparent, Accountable, Honest, Fair

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

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

Other Issues to be considered Policy issues January 1 2014 Projects Incident management Statutory consultation on the regulatory cycle