1. 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

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

3. Strategic Message
Value Water

4. 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”

5. 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

6. 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

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

8. 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

9. 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

10. 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

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