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Strategic Communications Plan Prepared for DELCORA

The Sylvan Group Strategic Communications Plan: DELCORA

Table of Contents
MISSION STATEMENT .................................................................................................................. 2 GOAL. ............................................................................................................................................. 2 ABOUT US ...................................................................................................................................... 3 CLIENT PROPOSAL ...................................................................................................................... 6 REAL STATE VS. IDEAL STATE................................................................................................... 7 AUDIENCES.................................................................................................................................... 9 TIMING .......................................................................................................................................... 13 PROPOSED BUDGET .................................................................................................................. 13 COMPETITION.............................................................................................................................. 14 RESEARCH................................................................................................................................... 16 KEY MESSAGES .......................................................................................................................... 17 Objective 1.0................................................................................................................................. 18 Objective 2.0................................................................................................................................. 21 Objective 3.0................................................................................................................................. 23 Objective 4.0................................................................................................................................. 26 Objective 5.0................................................................................................................................. 31 Appendix A................................................................................................................................... 34 Appendix B................................................................................................................................... 36

The Sylvan Group Strategic Communications Plan: DELCORA

MISSION STATEMENT: The Sylvan Group is dedicated to providing effective communication strategy to forward thinking professional organizations. Using our combined education and experience, we provide first-class communication strategy and public relations counsel with a special focus on maintaining high environmental impact standards.

GOAL: To educate citizens to be stewards of the environment while building DELCORAs brand recognition to increase business and gain market share.

The Sylvan Group Strategic Communications Plan: DELCORA

ABOUT US Recognized by Philadelphia Magazine as a business to watch and the Philadelphia Business Journal as one of 25 Businesses of Distinction recipients, The Sylvan Group is quickly gaining ground as the premier boutique communications agency in Philadelphia. Founded on the belief that green thinking is good thinking, our team can grow your business today so you can stand tall tomorrow .

Thomas Clinton President Thomas has been a student in the Villanova Master of Arts Communication program for almost two years, focusing on Media and Culture. He has always enjoyed spending time outdoors and feels a deep commitment to the environment and educating others about keeping the world aware of environmental factors. Thomas has been working in a corporate environment for four years as a Senior Analyst and Business Consultant.

The Sylvan Group Strategic Communications Plan: DELCORA

Bridget Therriault Vice President A perfectionist by nature, Bridget always wants to succeed. She also wants her clients to succeed, and has a track record of making that happen. Take for example her work with Main Line Health that landed a doctor on the front cover of Philadelphia Magazines TOP DOC issue or her work with PENN MEDICINE that positioned the health system in the top 10 in US NEWS & WORLD REPORT. Responsible for account management, Bridget is successful in ensuring that Sylvan always meets and exceeds client expectations.

David Ward Regulatory Communication Director David recently joined The Sylvan Group after working on the communications teams for Senate Majority leader Harry Reid and several nonprofit organizations for five years in Washington, D.C. He specializes in regulatory affairs and political communication. David passionately cares about meeting the highest standards set up by governmental and environmental regulatory agencies.

The Sylvan Group Strategic Communications Plan: DELCORA

Kevin Lessard Director of Business Communication Kevin has been with The Sylvan Group for almost a year, having recently completed his Bachelor of Arts degree from Rowan University. Prior to joining Sylvan, Kevin worked with the local Economic and Community Development office in Glassboro, New Jersey for nearly two years where he took pride in the successful results from the planning and promotion of community events. Having always had a keen interest in environmental concerns after his hometown was the subject of national ridicule for its alleged carcinogenic water supply, Kevin was attracted by Sylvans mission of protecting the environment in the most responsible, yet business-friendly ways.

Thomas Rogers Director of Media Relations Thomas has been directing media relations for The Sylvan Group since June of 2009. Prior to joining Sylvan, he worked as a Communication Assistant in the private equity industry in New York. Thomas diligently focuses on public relations within the media markets of the greater Philadelphia metropolitan area and community event planning to publicize the environmental missions and images of The Sylvan Group's clients. Thomas earned a Bachelor of Arts degree in English from Penn State and a Master of Arts degree in Strategic Communication from Villanova.

The Sylvan Group Strategic Communications Plan: DELCORA

CLIENT PROPOSAL FOR DELCORA DELCORA, or the Delaware County Regional Water Quality Control Authority, serves as the primary wastewater treatment facility for Delaware County residences and businesses, treating close to 100 million gallons of water everyday. As explained on the DELCORA website, this wastewater must be collected, conveyed, and treated in a safe, effective way that prevents the contamination of our communities streams, rivers, and water supply. DELCORA has been providing a regional solution to this vital need for almost three decades. As a result of our responsible, cost-effective management, the people of our area enjoy a clean, healthy environment. While DELCORA has established an extensive infrastructure throughout Delaware County, allowing the company to effectively clean water for 75% of the community, very few local citizens know anything about this essential organization. In fact, the companys Executive Director, Joe Salvucci, acknowledges that DELCORA has virtually no brand recognition among Delaware County residents by virtue of the service they offerunfortunately for DELCORA, once its flushed, its forgotten. Despite the nonchalance with which people flush, DELCORA provides an indispensable service that is key to the health and well-being of the community. For the benefit of their neighborhoods and the future of the county, all citizens should have an understanding of not only what happens to their wastewater, but more importantly, what they can do to assist in keeping Delaware County and its wastewater clean and controlled. In addition to educating citizens, the increased brand awareness of DELCORA offers the organization an opportunity to expand its services to municipalities that they do not currently service. By promoting their ability to provide responsible and cost-effective wastewater management services and by leveraging successful case studies of nearby municipalities as well as their history as a local organization, DELCORA can achieve their goal of increasing contract operations. The necessity to educate citizens about how they can work with DELCORA to serve as stewards of the environment as well as the potential to leverage the organizations brand recognition to increase business, calls for the creation of a dynamic and powerful hybrid communication campaign. The Sylvan Group is up to the job.

The Sylvan Group Strategic Communications Plan: DELCORA

REAL STATE VS. IDEAL STATE Real State DELCORA has gradually grown and flourished since its inception in 1970. In 2003, they completed a five-year plan and met many goals for improving business. They made technical advances and managed to still keep rates below inflation for their customers. They currently service much of Delaware County and the entire of the city of Chester. Their $29 million budget has allowed them to update and maintain their main treatment facility in Chester and the network of wastewater pipe systems that they own throughout the county. It has also allowed DELCORA to have success in educating the areas youth on how they treat wastewater and what the public can do to help in that process. However, DELCORA still has very low visibility in the community at large. While the service they provide is not at the forefront of the publics conscience, it is vital to the health and welfare of the community and its water supply.

The Sylvan Group Strategic Communications Plan: DELCORA Ideal State Currently DELCORA has a number of goals that it would like to achieve. They are in the process of buying smaller, outdated treatment plants to restructure as wastewater pumping stations that will transfer the wastewater to the main treatment facility. This will not only streamline the system but bring them new customers. Because of their responsible and cost effective wastewater management, DELCORA has successfully established contract arrangements with municipalities outside of their main plants basic service areathis business arrangement is profitable, and DELCORA would like to expand municipality contracting into the neighboring Chester County. Another venture is expanding their sludge removal business by attracting new business customers interested in a low cost alternative to commercial waste removal services. This business generates a huge profit that is necessary capital for DELCORA to use to purchase smaller treatment facilities and upgrade their own systems to produce the cleanest water possible without raising rates. In order to achieve their proposed 2015 five year plan, DELCORA must create brand identity in the Delaware and Chester County Region. Ideally:

DELCORA achieve increased brand recognition within Delaware and Chester counties DELCORA will be able to raise its budget to maintain its trajectory as a state-of-theart wastewater treatment facility. DELCORA will leverage a grassroots campaign to educate the community and inform residents and businesses of the benefits that DELCORA can provide and the importance of wastewater management to the future of our region.

DELCORA will grow its profitable sludge business that will help to cut operating costs and provide capital to improve wastewater treatment systems and continue to provide top quality treatment services.

DELCORA will raise its revenue and keep its rates below inflation.

The Sylvan Group Strategic Communications Plan: DELCORA

AUDIENCES Governmental Regulatory Agencies Environmental Protection Agency (E.P.A., Region 3: Mid-Atlantic States) The E.P.A. is the department of the federal government which is responsible in enforcing federal regulations on water pollution control, drinking water regulations, wetlands protection, pollution protection and many other clean water laws and regulations. The E.P.A. is broken up into 10 regions with individual headquarters each coordinating their department responsibilities. Since DELCORAs headquarters lie in Chester, Pennsylvania, they are covered by the Region 3 headquarters of the E.P.A. in Philadelphia, Pennsylvania. The E.P.A.s Region 3 headquarters is further broken down into several offices and divisions including the Water Protection Division. The Water Protection Division manages and implements the federal laws such as the Clean Water Act, the protection of water resources, and ensuring the vitality of local rivers, lakes, streams and other natural water resources. The E.P.A. issues National Pollutant Discharge Elimination System (NPDES) permits for all municipality water treatment plants and has the authority to take away those permits if regulatory violations and/or water treatment guidelines are not being met. Shawn M. Garvin is the Region 3 Administrator for the Environmental Protection Agency. Pennsylvania Department of Environmental Protection The Pennsylvania Department of Environmental Protection (D.E.P.) is Pennsylvanias governmental watchdog for environmental regulations, including air, land, and water. Similar to the E.P.A. they make sure individuals, municipalities, and private companies adhere to Pennsylvania state law on environmental standards. D.E.P. is broken up into several offices and DELCORAs headquarters lies within their Southeast Regional Offices boundaries. Furthermore, the D.E.P. has an Office of Water Management which focuses on clean water policies, procedures and regulations. This includes operations that encompass water supply withdrawals, sewage facilities planning, industrial discharges, and encroachments on waterways and wetlands. Similarly to the E.P.A. the D.E.P. oversees water resource plants in Pennsylvania and issues permits to companies and organizations which provide resources and do business in Pennsylvania. Joseph A. Feola is the Southeast Regional Office Director for the Pennsylvania Administrator for the Environmental Protection Agency.

The Sylvan Group Strategic Communications Plan: DELCORA Public Officials Several townships and boroughs in Delaware and Chester Counties are in the process of being identified for possible future water treatment service. Please refer to Appendix A for a full list of municipalities and current public officials with whom DELCORA provides services Environmental Groups Clean Water Action Clean Water Action is a nationwide nonprofit organization of over 1.2 million members focusing on educating citizens on how to protect water resources in 18 states across America. Clean Water Action has an office in Philadelphia, Pennsylvania which focuses on bringing its national message on clean water issues to the Philadelphia metropolitan area. Clean Water Action issues newsletters, press releases to the media on water protection issues. Pennsylvania Water Environment Association (PEWA) The PEWA is a nonprofit organization whose aim is to enhance the knowledge and abilities of Pennsylvanias wastewater professionals, promote sound water policies, and promote awareness of the need to protect water quality. Though their headquarters are located in Gettysburg, Pennsylvania, they provide peer networking and access to regulatory information as well as contact information for officials to wastewater professionals across the state. The Pennsylvania Environmental Council (PECPA) The Pennsylvania Environmental Council is a nonprofit organization with five regional offices located throughout the state of Pennsylvania. Their Southeast Regional office is located in Philadelphia, Pennsylvania. They specialize in education and advocacy of environmental issues including protecting water resources and water quality. The National Association of Clean Water Agencies (NACWA) The NACWA is a nationally-recognized nonprofit organization interested in environmental policy. They are located in Washington, D.C. and set best practices for water treatment facilities. They hand out annual awards to individuals and public agencies in the clean water community. Brandywine Valley Association A nonprofit group from the Philadelphia surrounding area, founded in 1945 with over 800 members focusing on ensuring clean water and environmental protection. Their area of interest stretches across both Delaware and Chester Counties. They provide environmental protection education to citizens located in both these counties.

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The Sylvan Group Strategic Communications Plan: DELCORA

Existing Residential Customers of Delaware and Chester Counties Some residents of Delaware and Chester Counties are already being served by DELCORA. Therefore, the aim will be to educate this group about DELCORA and the wastewater process. Developing the DELCORAs brand will be imperative to this audience, as there currently is little to no brand recognition even among paying customers. Additionally, the environmental education aspect of this audience will be necessary (i.e. what to flush and what not to flush). Residents of Chester, Pennsylvania Chester, Pennsylvania had a population 36,854 as of the 2000 census, though expected to be less as of 2010. DELCORA currently serves all of these individuals for wastewater management. Chester has been struggling for decades as industries have shut down and crime rates increased. However, with other developments such as investment from PECO and PPL Park, the city is at a turning point. DELCORAs offices are located in Chester, and as a growing company, they can use this as a promotion point to Chester residents. DELCORA is committed to the local economy and shares congruent interests with residents and other Chester-based businesses. As community members, DELCORA can also use that as a sticking point for helping with the environment. Residents of Delaware and Chester Counties Delaware County residents can be broken down into different groups. One group, such as the residents of Chester, are already customers of DELCORA through both residential agreements and municipal contracts. One objective of DELCORA is to obtain new customers through exposure and brand development. These audiences need to be broken down into separate communities or groups so that DELCORA can target each individually. Additionally, each community may have different contractual needs (i.e. through municipality or private customers), so naturally the approach to these varying customers will be different. Future Customers As part of the five year strategic operating plan, DELCORA aims to increase its customers, therefore growing the company and ultimately reinforcing their presence within the community. Future customers fall into a wide range of categories since DELCORA operates within so many different businesses. Trucked waste customers Trucked waste (or sludge) is another facet of DELCORAs business which helps bring in revenue. To continue this business, the company needs to find new customers who produce sludge and

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The Sylvan Group Strategic Communications Plan: DELCORA need a responsible, cost effective disposal service. Brand development and visibility will help DELCORA continue as a leading sludge processor in the area. Contract Customers and Future Municipalities The heart of DELCORAs wastewater processing business relies on contracts with communities. Customers within these communities have their water sent to DELCORA for processing and return to the Delaware River. DELCORAs commitment to community and local business growth will be of utmost importance when appealing to municipalities, since they have vested interest in the local economy. This audience can be broken down into both the town officials in charge of contractual agreements as well as the residents themselves. In addition to municipal

agreements, DELCORA also caters to commercial customers for wastewater processing. Similar to the municipal agreements, commercial agreements serve individual companies producing waste.

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The Sylvan Group Strategic Communications Plan: DELCORA TIMING The launch of this campaign will last from March 2011 - August 2011. These dates were strategically chosen to achieve maximum exposure for the campaign with planned events and messaging occurring during national holidays such as World Water Day (March 22nd) and Earth Day (April 22).

Proposed Budget Considerations for Objectives Please note that these figures include cost of material production and agency fees. Objective 1.0 = $150,000* * This figure has been estimated with Scott Tissue assuming the majority of cost for special toilet paper packaging Total for Objective 2.0 = $5,000* * This figure can increase or decrease depending on frequency of presentations Objective 3.0 = $20,000 Objective 4.0 = $15,000 Objective 5.0 = $8,000 TOTAL PROPOSED OBJECTIVE BUDGET: $198,000

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The Sylvan Group Strategic Communications Plan: DELCORA

COMPETITION As a localized water treatment company, DELCORA has multiple challengers that have been divided into two specific areas. Trucked waste, which includes anything from sludge to grease mostly from businesses in the area, is an area of business where DELCORA seeks to increase profits. However, in the more general arena, DELCORA also has challengers in the area of contract operations.

Trucked Waste Competitors Some of the top trucked waste competitors include Municipal Utility Alliances (MUA) throughout the area including Gloucester and Camden Counties in New Jersey. These are strictly municipally operated utilities that also seek to make profits on handling trucked waste. The New Castle County Sewer Authority in Delaware is another competitor to watch. Other sewer authorities throughout the Philadelphia region that DELCORA competes with in the area of trucked waste are:

Valley Forge West Chester Lehigh County Hatfield Township Pottstown

All of these companies are similar in the fact that they are municipally-run. All of these sewer authorities and MUAs operate similarly with respect to trucked waste: charging a fee to industries and businesses to remove their trucked waste on a routine basis. Many of these companies have offered the removal of waste material for a fee relatively recently as businesses and other industries struggled to dispose of its growing quantities. DELCORA see this as an opportunity to expand and, as such, seeks to grow its market share of trucked waste throughout the Delaware Valley.

Contract Operations Competitors As it offers the essential service of water treatment as its main product, DELCORA has plenty of competitors in this area as well. DELCORA operates mainly through contracts with local municipalities that agree to have their wastewater treated by DELCORA. The more contracts DELCORA has with local municipalities, the higher its market share of water treatment will be in the Delaware Valley.Competitors in the area include Aqua America, which not only bills itself as one of the largest utility companies on the East Coast handling wastewater, but it also claims to

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The Sylvan Group Strategic Communications Plan: DELCORA serve drinking water to three million people each year in 14 states. DELCORA is a much smaller, localized company and is not involved with providing drinking water. Rather, they focus solely on wastewater and trucked waste management, which is an issue that must be addressed, as most people care more about where their water comes from rather than where it goes when their done with it. Miller Environmental Group, another large company that services utility, transportation, and petrochemical industries in the Northeastern United States. They offer many more services than DELCORA and offer equipment when disasters arise, including mobile response equipment like drill rigs, vacuum trucks, and backhoes. They also have Hazmat response equipment and marine equipment (i.e. crew boats and oil response vessels), as well. While Miller Environmental is less of a wastewater competitor, DELCORA must carefully asses the companys direction as their operations include the removal of any waste in the environment. Applied Water Group, part of American Water, is yet another large competitor in the area. They offer many services such as reclamation of treated wastewater, management, operation, and maintenance of independent facilities, and removal and disposal of excess sludge from independent septic systems. They bill the company as a provider of safe, reliable, long-lasting solutions for individual and wastewater needs. Yet another strong competitor is Savern Trent Environmental Services, a worldwide industrial company specializing in water and wastewater management. Disinfection, instrumentation and filtration technologies as well as contract operating services are the companys areas of focus. Located in Exton, Pennsylvania, Cawley Environmental Services also competes with DELCORA in the area of wastewater management. The company specializes in contract operations of water and wastewater treatment facilities. They claim to offer regular onsite maintenance, as well as water testing services. More importantly, they also offer disposal services for wastewater.Other competitors include:

MAB Environmental Services Clean Water, Inc. Horrex Environmental Singh Operating Service

All of these companies offer similar services to DELCORA, primarily basing their companies around either providing wastewater treatment services (like DELCORA) or wastewater treatment as well as water supply services such as Aqua America. The more contracts DELCORA can sign with localities in the area, the more water they will be able to process, thus increasing DELCORAs market share in the area of wastewater management.

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The Sylvan Group Strategic Communications Plan: DELCORA

RESEARCH On Saturday November 13, 2010, The Sylvan Group spread across the streets of Media, deep in Delaware County to intercept residents and gauge brand recognition. Marketed as everyones hometown, many residents throughout Delaware county visit Media on the weekends for shopping, dining, etc., making the town a great place to test DELCORAs brand awareness. Interviewees were asked a series of questions to measure their knowledge of water treatment practices and service providers.

Question 1: Are you a resident of Delaware County? Question 2: Have you ever heard of DELCORA? Note: this question was alternately asked as: Do you know what DELCORA is? Question 3: Do you know who manages your wastewater? Question 4: Do you know what happens with your wastewater?

In all of these questions, the ideal answer was a Yes. A No to question 1 discounted those individuals from this survey since The Sylvan Group wanted to target Delaware County specifically. In the street we were able to obtain results from twenty six residents, and held a number of conversations about wastewater. Please refer to appendix B for a full data sheet.

Results The results of this study firmly establish the need for expansion and development of the DELCORA brand. Out of the twenty six people we intercepted, four had heard of who DELCORA was, and were aware of their involvement in wastewater processing. However, two out of those four individuals were involved in the wastewater industry, one as a former wastewater engineer and one whose father worked at a treatment plant. The following two questions were more promising. 31% of respondents were aware of who treated their wastewater, and 46% responded correctly that their wastewater went back into local waterways. These results demonstrate the opportunity to educate consumers about wastewater management and to further develop the DELCORA brand.

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The Sylvan Group Strategic Communications Plan: DELCORA KEY MESSAGES

1)

Since 1970, DELCORA has provided responsible and cost-effective wastewater management services, treating over 70% of Delaware Countys wastewater. The wellbeing of Delaware Countys people, businesses and natural resources depends on clean water, and DELCORA is committed to safeguarding our regions future. To learn how, please visit www.DELCORA.org.

2)

While only 31% of Delaware County residents know who treats their wastewater, almost all respondents believed an understanding of wastewater management is an individuals civic duty. DELCORA thinks so, too. Visit www.DELCORA.org to get the facts before you flush.

3)

If our future lies in the hands of the next generation, so does clean water. To learn why children need to get the facts before they flush, visit www.DELCORA.org.

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The Sylvan Group Strategic Communications Plan: DELCORA

OBJECTIVES Objective 1.0: To build DELCORAs brand recognition throughout Delaware and Chester counties by launching a public awareness campaign about the importance of wastewater management through grassroots and marketing strategies. Strategy 1.1: Ensure the successful reinforcement of the DELCORA brand by refreshing all DELCORAs educational and collateral materials to ensure consistent messaging and style. Tactic 1.1.1: Refresh the DELCORA logo. Tactic 1.1.2: Create brand standards manual to outline how, when and where the DELCORA logo should be used to ensure maximum impact. Tactic 1.1.3: Take inventory of all current DELCORA collateral material and decide what pieces are most effective and should be refreshed with new logo and website address. Tactic 1.1.4: Produce revised collateral pieces for use at community events, schools, etc.

Strategy 1.2: Launch the Get the Facts Before you Flush campaign to position the DELCORA website as the regional resource for questions on wastewater management for the general public. Tactic 1.2.1 Engage a digital agency as a partner to help refresh current website. Tactic 1.2.2: Secure vanity url getthefactsbeforeyouflush.org. Tactic 1.2.3: Brainstorm, develop and implement website design. Tactic 1.2.4: Brainstorm, develop and implement website content. Tactic 1.2.5: Promote the website by ensuring the call to action on any consumer information (collateral materials, bills, PSAs) is Get the Facts Before you Flush: visit, www.DELCORA.org.

Strategy 1.3: Partner with local, independently owned drug stores to provide information to customers on proper disposal of pharmaceutical products during March, the month of World Water Day. Tactic 1.3.1: Identify and approach independently owned drug stores in Delaware and Chester Counties and propose a partnership. Tactic 1.3.2: Develop, design and produce paper bags to be used for every pharmacy order during March. Each bag will list 5 facts about the importance of proper disposal of drugs and a call to action to visit the DELCORA website to get the facts before you flush.

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The Sylvan Group Strategic Communications Plan: DELCORA Strategy 1.4: Partner with Kimberly Clark to create a special edition of Scott Tissue brand toilet paper during March, the month of World Water Day (See page 21). Tactic 1.4.1: Develop compelling proposal propositioning Kimberly Clark to partner on this important issue. Tactic 1.4.2: Work with Scott to design toilet paper packaging, incorporating DELCORAs get the facts before you flush campaign and 5 facts about world water issues. Tactic 1.4.3: Partner with Scott to determine stores and locations within Delaware and Chester Counties to sell the special edition toilet paper.

Strategy 1.5: Leverage relationship with Chesters new PPL Park as a way to educate thousands of the regions residents at each stadium event about the importance of wastewater management Tactic 1.5.1: As the wastewater treatment plant for the stadium, approach the stadium managers the opportunity to sponsor the bathroom stalls. Tactic 1.5.2: Develop a series of decals for the inside of all bathroom stalls. For instance: During a soccer game, PPL Park produces on average X gallons of waste. Get more facts before you flush: visit, www.DELCORA.org.

Strategy 1.6: Leverage DELCORAs high employee engagement by implementing an I am the future of clean water employee rewards program. Tactic 1.6.1: Encourage employees to seek out community events where they can educate local residents about DELCORA and wastewater management by displaying DELCORA collateral materials and/or by delivering a standard corporate Power Point presentation. If employees can document they have reached 1,000 citizens by the end of the year, they can receive a year supply of free Scott toilet paper. Tactic 1.6.2: Create an I am the future of clean water employee spotlight on the DELCORA website. Employees will be encouraged to submit a short but creative essay or flip cam video on why they are the future of clean water by explaining how their role at DELCORA ensures the Delaware County region will have clean water in years to come. One employee submission will be selected each month.

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The Sylvan Group Strategic Communications Plan: DELCORA

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The Sylvan Group Strategic Communications Plan: DELCORA

Objective 2.0: To educate youth within Delaware and Chester Counties about the importance of wastewater management. Strategy 2.1: Hold annual presentation in local schools. Tactic 2.1.1: Through presentations and activities, emphasize the importance of wastewater management. Strategic timing could place the presentation during World Water Day. Tactic 2.1.2: Include handouts and take-home messages incorporating the get the facts before you flush slogan and information. Along with handouts, students will receive refrigerator magnets with medication disposal info (see page 23).

Strategy 2.2: Partner with other environmentally conscious groups in the area on Earth Day to engage/ educate the youth on issues related to Going Green. Tactic 2.2.1: Plan Earth day summit along with PECO and other environmental groups. Handouts (reaching parents and families) will contain brand image. Tactic 2.2.2: Other additional groups who may be interested could be PECPA, PEWA, and other local green companies. In addition to wastewater management, students may be interested in sludge processing/biodiesel production as well.

Strategy 2.3: Appeal to local youth groups for tours Tactic 2.3.1: Reach out to Boy Scouts, Girl Scouts and local youth groups for tours of the DELCORA plant. Not only would these kids get an up close and personal view of water processing, but also see firsthand how harmful flushing certain objects/chemicals can be. This would also be an educational experience for chaperones. Promotional material can be distributed through this opportunity.

Strategy 2.4: Host Environment Day for local summer camps. Tactic 2.4.1: For middle-school-age summer camp students (science camps), host an environment day with other sponsors listed above in 2.2.1. DELCORA could either travel to the camps and do a presentation or have groups take a tour of the plant. Either one would encourage young residents to think about their environmental impact, and help spread brand recognition to family/friends.

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The Sylvan Group Strategic Communications Plan: DELCORA

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The Sylvan Group Strategic Communications Plan: DELCORA Objective 3.0: To Increase exposure through media relations. Strategy 3.1: Format website upgrades for greater media interactivity. Tactic 3.1.1: Develop a newsroom on webpage with virtual tour, and contact info for executives. Tactic 3.1.2: Be a resource for b-roll (stock/file footage) for media and include facts about wastewater management by DELCORA. Tactic 3.1.3: Make bill-pay link more user-friendly and by adding extras such as a donation option to promote DELCORAs core values of supporting the environment and community at large.

Strategy 3.2: Pitch a feature story on DELCORA to local TV and newspapers (see page 26). Tactic 3.2.1: Phone calls should be made to various newspapers (Delaware County Daily Times, Philadelphia Inquirer, etc.) and TV Stations (Action 6, Fox 29, etc.) to pitch our idea for a story. Tactic 3.2.2: team up with at least one of these news sources to sponsor an environmental day in conjunction with news story to engage the community. Tactic 3.2.3: As part of the environmental day, the activities can be capped by a media forum to discuss wastewater and other environmental concerns of Delaware County. Strategy 3.3: Have executive (Joe Salvucci) write an editorial for newspaper or website. Tactic 3.3.1: An editorial submitted to one of the major newspapers would put the DELCORA message out there in DELCORAs own words. By having Joe write it separately, it would be a great way to stir up publicity. Tactic 3.3.2: Pitch CEO profile of Joe Salvucci to Philadelphia Business Journal, Smart CEO Magazine and Philadelphia Magazine. Strategy 3.4: Cosponsor an arts event in Chester Tactic 3.4.1: Team up with local artists to paint water-related mural on blighted wall in Chester. Tactic 3.4.2: Invite media to cover story and provide photo opportunities for DELCORA (see page 24).

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The Sylvan Group Strategic Communications Plan: DELCORA Strategy 3.5: Create PSA for local cable networks. Tactic 3.5.1: A public service announcement featuring Joe Salvucci would be a creative and educational way of exposing DELCORA to the local community during prime time or day time viewing hours.

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The Sylvan Group Strategic Communications Plan: DELCORA

MEDIA ADVISORY Contact: Thomas Rogers


troger04@sylvan.com or 201-981-6720

DELCORA Employees Head Up Revitalization Service Project in Chester, Pennsylvania


DELCORA employees will team up with local Philadelphia area artists to transform graffiti covered commercial spaces in Downtown Chester with environmentally themed art.
When: What:

Saturday, May 14, 2011 at 10:00 a.m.


DELCORA will team up with painters from the Center for Emerging Visual Artists for a service project to paint environmentally-themed murals over graffiti-blemished commercial buildings to spur economic development in Chester, Pennsylvania. DELCORA employees and painters from the Center for Emerging Visual Artists in Philadelphia, Pennsylvania. Commercial buildings along Edgemont Road in Chester, Pennsylvania. DELCORA is committed to building community as well as purifying wastewater for a healthy Delaware River ecosystem. DELCORAs home base of Chester is primed for an economic revitalization and positive visual images in the heart of Chester will contribute to its recovery. By teaming up with Philadelphia area artists, once blighted walls and facades will take on new lives and attract new businesses. Through inspiration from a mutual love of the environment, DELCORA and select emerging artists will help to create a positive atmosphere and give a boost to a deserving, valuable community.

Who: Where: Why:

###

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The Sylvan Group Strategic Communications Plan: DELCORA

Objective 4.0: To increase and improve business-to-business communication between DELCORA and its trucked waste businesses as well as contracted businesses. Strategy 4.1: Gauge the status of the existing relationship between DELCORA and its trucked waste businesses as well as any business they are contracted with in the area (see pp. 29-31). Tactic 4.1.1: Create a questionnaire for business distribution to establish what the nature of the existing relationship is between each client and DELCORA. Tactic 4.1.2: Use the results of this survey to determine what specific communication strategies need to be implemented to maintain a productive and fruitful relationship between DELCORA and its businesses.

Strategy 4.2: Contact contracted and trucked waste businesses on a regular (quarterly) basis to assess how operations are going with respect to picking up and accommodating their trucked waste. Instead of just improving communications between DELCORA and its businesses, this regular contact will add a personal nature to the relationship rather than them simply seeing DELCORA as this invisible taker of waste. Tactic 4.2.1: Create an informational newsletter (or some form of written communication) to send out to trucked waste businesses detailing what changes are being made by DELCORA so that the businesses are fully notified of DELCORAs advancements, policies, payment options or changes in operations. Tactic 4.2.2: Contact all contracted businesses by telephone on a quarterly basis making them fully notified of the nature of DELCORAs operations in their region.

Strategy 4.3: Promote DELCORA as the resource leader of wastewater information to businesses in the Delaware Valley in an effort to attract new and maintain existing environmentally conscious businesses looking for a cost-effective wastewater or sludge organization. Tactic 4.3.1: On the revamped webpage for DELCORA, have an entire page of resources specifically aimed at businesses, complete with links to related pages. Tactic 4.3.2: Create a telephone hotline that all businesses and municipalities can use to get immediate information from DELCORA in the event of an emergency. Tactic 4.3.3: Offer incentives/benefits of staying contracted with DELCORA (to lower the risk of them switching to a competitor). In particular, emphasize how DELCORA is extremely cost-effective but also environmentally conscious compared to other wastewater treatment organizations. Create collateral with visual representations of DELCORAs advantage over its competitors.

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The Sylvan Group Strategic Communications Plan: DELCORA Tactic 4.3.4: Include a business proposal kit titled, Dont Let Your Profits Go Down the Drain that can be sent out to newly opened businesses or businesses that have expressed a desire to switch treatment organizations. Of course, the kit would include the bar chart of comparisons between DELCORA and its competitors.

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The Sylvan Group Strategic Communications Plan: DELCORA

December15,2010 DearValuedCustomer, InkeepingwithDELCORAsmissiontorepresentgoodstewardshipofboth theenvironmentandtheeconomicresourcesofourcommunity,weareconstantly searchingforwaystoimprovethequalityofwastewatertreatmentandsludge removalfromyourbusiness.Intheefforttohelpusimprovethequalityofservices weoffer,weaskyoutosimplyanswerthefollowingfewquestionsandprovide commentsorfeedbackasnecessary.Aswecontinuetoreachouttodifferentareas ofourDelawareCountycommunity,theresultsofthissurveywillhelpustobetter identifyareasofimprovement. Thankyouforyourtime, JoeSalvucci ExecutiveDirector 1 2 3 4 5 (AbsolutelyNot) (Yes,verymuchso) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

1. DoyoufeelDELCORAcaresaboutyourbusiness?

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The Sylvan Group Strategic Communications Plan: DELCORA

2. DoyoufeelyoucanreachaDELCORArepresentativewhenevertheneedarises?

1 2 3 4 5 (AbsolutelyNot) (Yes,verymuchso) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________


3. Howwouldyoucharacterizethenatureoftherelationshipbetweenyour businessandDELCORAoritsrepresentatives?

1 2 3 4 5 (VeryProductive) (Notproductiveatall) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________


4. Onaverage,howlongdoesittakeDELCORAtorespondtoinquiriesfromyour business?

1 2 3 4 5 N/A (Verylong,5+days) (ASAP) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________


5. AreyouconfidentthattheservicesDELCORAprovidestoyourbusiness representthemostenvironmentallyfriendlywaysavailabletotheindustry?

1 2 3 4 5 (VeryConfident) (NotConfidentatall) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

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The Sylvan Group Strategic Communications Plan: DELCORA

6. AreyousatisfiedwiththeservicesDELCORAprovidestoyourbusiness?

1 2 3 4 5 (VerySatisfied) (Notsatisfiedatall) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________


7. Overall,howwouldyoucharacterizethenatureoftherelationshipbetween yourbusinessandDELCORAoritsrepresentatives?

________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________


8. WhatwouldyousuggesttoDELCORAthattheyneedimprovementon?

________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

9. WhydidyouchooseDELCORAasthecompanytoprocessyourindustrialtrucked waste?

________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

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The Sylvan Group Strategic Communications Plan: DELCORA

Objective 5.0: To give public officials who manage townships and districts within DELCORAs water quality service area, a refreshed understanding about what separates DELCORA from other wastewater treatment organizations. Strategy 5.1: Invite public officials (see appendix A) to a breakfast to learn about why utilizing DELCORAs services is good for their constituents. Tactic 5.1.1: Identify restaurant with a central location for all public officials within these boroughs. Ideally this restaurant will include a view of the Delaware River or another large local body of water for guests to reflect on as a presentation about DELCORA is being communicated. Possible location is Keatings River Grill at the Hyatt Regency, Philadelphia. Tactic 5.1.2: Request a well-known keynote speaker come to the meeting to describe why clean water is important to them. This could increase the chances of a good turn-out for the breakfast. Tactic 5.1.3: Create a creative and attractive invitation to be sent to public officials with refreshed DELCORA logo, breakfast location, time, date and short link for website. Tactic 5.1.4: Send out a press-release to local press contacts in areas from where these public officials reside that outlines why the breakfast is being held. This press-release will include key messages that are being distributed throughout the campaign. Tactic 5.1.5: Have Joe Salvucci and other key members of the staff, including a new communication representative for the DELCORA team, to personally welcome public officials to the breakfast as they arrive. Tactic 5.1.6: At the start of the breakfast, make sure refreshed collateral material which encompasses all relevant literature - including key messages - about DELCORA is handed out. Tactic 5.1.7: During the breakfast meeting, have Joe Salvucci, DELCORA Executive Director, open up with a welcome, a thank-you message, and tell his personal story about DELCORA, and stress why using DELCORAs services are important for each public officials constituencies. Tactic 5.1.8: Identify a waste-water documentary clip to show briefly, 5 - 7 minutes to make the presentation/breakfast more dynamic. Ideally, the documentary would underline why wastewater treatment is important. Tactic 5.1.9: Have a new communication representative from DELCORA provide a presentation about why safe water treatment is important and why DELCORA is the best option. Remind the officials why DELCORA is, and should be their provider.

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The Sylvan Group Strategic Communications Plan: DELCORA Tactic 5.1.10: Leave time at the end of the breakfast for a Q & A period for public officials to ask about water treatment or DELCORA. Tactic 5.1.11: After the breakfast is complete, send thank you letters to the public officials for attending the breakfast along with Joe Salvuccis business card and a refreshed brochure.

Strategy 5.2: Execute outreach visits with public officials, to have Joe tell the story about DELCORA, why it is distinct among its competitors by relaying key messages from communication campaign. If necessary, the priority in meeting with these officials one-on-one should include members who were unable to attend the breakfast. Tactic 5.2.1: In meetings with officials, have refreshed literature ready for distribution. Tactic 5.2.2: Emphasize talking points created from key messages throughout meeting. Tactic 5.2.3: Take a picture with each public official. These pictures would ideally be kept in the welcome area of DELCORAs headquarters and posted on website section that highlights importance of providing safe water treatment for all citizens. Tactic 5.2.4: Meetings with public officials who manage townships, boroughs, and cities where DELCORA provides services should be done on annual basis and be made a priority whenever new officials are voted into that office. Tactic 5.2.5: After each one-on-one meeting is complete, send handwritten thank you letter to the public officials for outreach meetings

Strategy 5.3: Create and maintain a section on DELCORAs new website, which features a link from the homepage to a Public education or Public officials FAQ page. Tactic 5.3.1: This page should contain answers to commonly asked questionsby public officials. Tactic 5.3.2: This page should provide a space for public officials to submit customized question and/or to leave feedback.

Strategy 5.4: Research and apply for one of the National Association for Clean Water Agencies (NACWA) Excellence in Management Recognition annual award. Tactic 5.4.1: Call Kelly Brocato, Director of Membership Development of the NACWA for more information on how to apply for the award. Tactic 5.4.2: Apply for the award Tactic 5.4.3: If awarded, announce the receipt of the award through a press release, posting the information on the homepage of DELCORAs website, and handwritten notes to public officials announcing the accomplishment.

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The Sylvan Group Strategic Communications Plan: DELCORA

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The Sylvan Group Strategic Communications Plan: DELCORA

Appendix A

Delaware County Municipalities Served by DELCORANovember 2010

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32

City, Township, Borough Aldan Aston Township Bethel Township Brookhaven Chadds Ford Township Chester Heights Chester Township Clifton Heights Collingdale Colwyn Concord Township Darby Darby Township East Lansdowne Eddystone Edgmont Township Folcroft Glenolden Haverford Township Lansdowne Lower Chichester Township Marcus Hook Marple Township Middletown Township Millbourne Morton Nether Providence Township Newtown Township Norwood Parkside Prospect Park Radnor Township

Elected Official(s) Mayor James R. Hopely Richard D. Lehr, Sr., Township Manager Sharon L. Hannum, Chairperson Mayor Mike Hess Deborah Love, Chairman Mayor Mark Carroll Mayor Wendell N. Butler Mayor Joseph T. Kelly, Jr. Mayor Frank Kelly Mayor Dan Rutland Robert J. Willert, Township Manager Mayor Helen Thomas Mayor Hank Eberle Mayor James France Mayor Ralph Orr Ronald Gravina, Chairman Mayor Robert Frey Brian Hoover, Borough Manager William F. Wechsler, President Mayor Jayne Young Township Council Mayor James D. Shilliro Daniel Leefson, President Thomas Gallagher, Chairperson Jeanette MacNeille, Council President N/A Board of Commissioners Robert Ciervo, Chairman Mayor George McCloskey Mayor Ardele R. Gordon Peter D. Subers, Council President Roberrt A. Zienkowski, Township Manager

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The Sylvan Group Strategic Communications Plan: DELCORA

33 34 35 36 37 38 39 40 41 42 43 44 45 46

Ridley Park Ridley Township Rose Valley Rutledge Sharon Hill Springfield Township Swarthmore Thornbury Township Trainer Upland Upper Chichester Township Upper Darby Township Upper Providence Township Yeadon

Mayor Hank Eberle Anne E. Howanski, Township Manager President Lynn C. Kelley Gregory C. Lebold, Council President Mayor Robert O'Neill Jeffrey T. Harbison, President Jane Billings, Borough Manager Michael Gast, Chairman Mayor Franics Zalewski President Edward Mitchell James R. Stewart, President Mayor Micozzie Philip A. Barker, Chairman Mayor Dolores Jones-Butler

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The Sylvan Group Strategic Communications Plan: DELCORA

Appendix B

25 20 15 10 5 0 Q1 Q2 Q3 Yes (desired) No

Q1 Yes (desired) No 26 0

Q2 4 (17%) 20 (83%)

Q3 8 (31%) 18 (69%)

Q4 12 (46%) 14 (54%)

Subject (respondent number) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Are you a resident of Delaware County? Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes

Have you ever heard of DELCORA? No No No No No No No No No No No No No Yes No

Do you know who treats your wastewater? Yes (Little Washington Twp) No Yes (PSW) No Yes (Media Water Bureau) No Yes (Septic system) No Yes (Aqua America) No Yes No No No No

Do you know what happens to your wastewater? No No Yes No No Yes No Yes Yes Yes No No Yes Yes Yes

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The Sylvan Group Strategic Communications Plan: DELCORA 16 17 18 19 20 21 22 23 24 25 26 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No Yes Yes Yes No No No No No No No Yes Yes No No No No No No No No No No Yes Yes Yes Yes No No No No No No

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