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”
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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
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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
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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
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Good News!
We like challenges!
Keeps us hustling
Keeps us engaged
Keeps us excited about our jobs
Keeps us employed
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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
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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?
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