City of Olathe
Case Study
Marketing. Video. Print. Social Strategy
The Goal
Implementation
OPREP | P.S.A.
Video
- By creating and sharing videos about the program, Olathe reached a wider audience and provided information in an easily digestible and engaging format. Videos like this also helped to humanize the program, making it more relatable and intentional for viewers. Through video promotion, Olathe communicated the importance of the program and its goals, as well as provided updates on progress and success.
Strategy
From our goal we were able to identify 3 areas to focus on:
Risk Communication
R.C. is The process of sharing information about potential risks, as well as strategies to manage those risks, in a way that minimizes negative feedback. This communication type helps to ensure that the public is informed about the issue of lead in the distribution system and the steps being taken to address it. By engaging in risk communication, the team behind the OPREP program was able to build trust and confidence with the community and ensure that everyone had the information they needed to make informed decisions about their health and well-being.
Educate
By providing education about the dangers of lead and the benefits of service line replacement, the team behind the program can help people understand the importance of the program and the need for action. Original multi-lingual education content was delivered through a variety of channels for different audiences to engage with.
Lifecycle
The lifecycle is a framework that helps organize communication efforts in a way that is tailored to the specific needs and mentalities of an audience as they progress through different stages of learning about and engaging with a program. It is based on the idea that people go through a series of steps as they learn about and become interested in a program, consider whether or not to participate, take action to participate, and remain engaged with the program over time.
Photo Promo
By sharing photos of the team in action, the public was able to get a more detailed and immersive understanding of the program. Photos illustrated the scope and scale of the work being done, as well as the specific steps and processes involved. They also provided transparency, showing the public exactly what was being done to address the issue of lead in the distribution system.
Print Promo
Print materials, such as flyers and mailers, played a valuable role in marketing. These materials provided a tangible way to reach out to the community and share information about the program. By using cohesive visual design and messaging across all materials, the team was able to remain consistent. Print materials also helped to drive traffic to online resources, such as the program's website, where people could learn more about the program and take action themselves through an in-home inspection survey.
More Than Marketing.
OPREP is more than just marketing, it was personal. Olathe didn't do it just because it was a federal EPA mandate for compliance, but as a way to address a real and pressing issue in the community and make a difference in the lives of the people who live there. By working together to address the issue of lead in the distribution system, the team behind the OPREP program was able to make a positive impact on the community and build a sense of shared purpose, responsibility, and connection.
