WAT E R OP E RATIONS A ND TR EATME N T
CRITICAL SUCCESS FACTORS
FOR COMMUNITY ENGAGEMENT CAMPAIGNS By Mikayla Bridge, Journalist, Utility magazine
Community engagement is an essential tool that allows water utilities to improve customer-utility relationships and communicate vital information such as the importance of water savings. Utility spoke with Urban Utilities, Yarra Valley Water and Melbourne Water about how they ensure success in their community engagement campaigns.
C
ommunity engagement is a strategic process “As we look ahead, an important focus of our community employed by utilities to create meaningful, inclusive engagement program is working with our communities to dialogue with communities, so that both the utility help shape their future water and wastewater services.” and community members can make well-informed decisions Melbourne Water, responsible for maintaining the health from which they benefit socially and financially. of Melbourne’s 25,000km of rivers, creeks and catchments, Yarra Valley Water, Urban Utilities and Melbourne Water also takes a proactive approach to community engagement. are three examples of Australian water utilities that have By creating meaningful, accessible opportunities for greater each run successful community engagement campaigns. diversity and inclusivity in its projects, the utility continues Interestingly, each utility measures success differently and to expand its digital engagement tools to equip communities places a different emphasis on which aspects of community with the knowledge needed to participate in decision making engagement are most important. about future services. Tiffany White, General Manager Strategy and “Everyone in the community can make a Community at Yarra Valley Water, said that difference when it comes to maintaining community engagement is an important our water supply and healthy rivers and factor in the utility’s project planning creeks for the future – from water and delivery as well as education and saving measures to planting trees and awareness campaigns. This includes reducing litter,” Karen Owens, Corporate the organisation's recent WaterCare Communications and Brand Manager, campaign, which raised awareness of Melbourne Water, said. support services for customers. “In Melbourne, a safe, clean and “We work for the community and healthy environment is essential to our we’re always looking for ways to engage way of life, and we pride ourselves on COLETTE TORRANCE, COMMUNITY with our customers through a warm, working closely with the community to ENGAGEMENT AND EDUCATION human presence,” Ms White said. achieve our goals. That’s why we put MANAGER AT URBAN UTILITIES “During the WaterCare campaign we the community at the core of our work, worked with our community partners to drive conversations so communications are vital. This includes education and within their communities to ensure our campaign messaging awareness programs and seeking input into projects.” was delivered effectively through credible and trusted sources. These relationships build confidence in us and help STRATEGIES AND CAMPAIGNS customers to feel more comfortable contacting us if they do Each community engagement campaign requires a unique need support with their bills.” approach. In order to start a meaningful conversation with Colette Torrance, Community Engagement and Education specific customers or communities, a campaign should: Manager at Urban Utilities, is similarly passionate about • Identify the right audience the importance of community engagement in Urban • Ask the right questions Utilities’ projects. • Find the right way to connect “At Urban Utilities, our customers are at the heart of • Listen to feedback with an open mind what we do and our water and wastewater services play an By personalising your approach to suit different community integral role in enhancing quality of life,” Ms Torrance said. members communication styles, you are starting the conversation with a warm approach and optimising your chances for a long lasting connection.
36
UTILITY • AUGUST 2022
WWW.UTILITYMAGAZINE.COM.AU
