EPCOR Raises a Glass (Of Tap Water) to Powerful Proactive Communications
There’s nothing particularly exciting about potable water. For most, turning on the tap and seeing water flow is simply expected. However, for EPCOR employees in Edmonton, Canada, the work of treating, testing and delivering tap water to more than 1 million people is a tremendous source of pride. In fact, the team at EPCOR believes everyone in Edmonton can — and should — take pride in their tap water and its source: the North Saskatchewan River.
In addition to being the source of Edmonton’s drinking water, the North Saskatchewan River is a valued habitat, ecosystem and treasured recreational space. As Edmonton’s water provider, EPCOR wanted more people to be aware of the behind-the-scenes work to bring water from river to tap and to recognize the shared responsibility of stewarding this local landmark and valuable natural resource. To encourage Edmontonians to appreciate their connection to the river, EPCOR launched a proactive communications campaign called Glass of the Sask, giving them the opportunity to highlight the pride they have in their work.
Industry Research Spotlights the Power of Proactive Communications
One of the key drivers that inspired the utility provider to resource this proactive communications campaign was a compelling article from the American Water Works Association (AWWA). The article presented industry research on public perceptions of tap water and highlighted findings from a four-year study that demonstrated a strong correlation between proactive, visible and relevant communications from water utilities and improvements in customer service metrics. Respondents who recalled receiving communications from their water utility provider, beyond a bill, reported higher scores in perceived water quality, customer satisfaction, safety and trust.
In response to the research results, AWWA Chief Executive Officer David LaFrance stated, “The one thing that’s clear year-over-year from the Public Perceptions of Tap Water survey is that a utility provider that communicates frequently will have greater trust from its customers and in its community.” This insight highlights a key challenge for communicators: ensuring that proactive communication strategies effectively cut through the noise and remain relevant to target audiences.
Creating a Timely, Relevant and Memorable Campaign
Armed with industry research and a catchy name, Glass of the Sask launched on a modest budget that enabled EPCOR to partner with 10 restaurants, 10 local events and several local influencers to help build excitement for the new program.
At restaurants, EPCOR provided Glass of the Sask carafes for a table-side serving of tap water. At local events, they set up water bottle refill stations and encouraged Edmontonians to bring their own reusable water bottles to enjoy at their favorite festivals.
All partners received support through earned and social media promotions. Stories highlighting the importance of high-quality water from EPCOR were reinforced by employees and campaign partners, which connected authentic community voices and enhanced the campaign’s credibility.
Results That Fuel Growth
After the first year, post campaign research revealed strong recall and alignment with industry findings, including that of AWWA. Those who engaged with at least one activation were more likely to agree that EPCOR has a good reputation and expressed greater trust in the utility provider.
With more research and positive results, EPCOR grew the program in 2023 to include 21 restaurants, 18 events and festivals and 14 social media influencers. They also launched EPCOR’s first retail pop-up shop, where they sold the highly sought after carafes, selling all 200 in just three days. Edmonton’s tap water also made its first appearance in a local food magazine’s Top 100 Things to Eat or Drink in Edmonton list.
After two years of EPCOR’s campaign, the utility provider saw an impressive change in satisfaction with its water services. For the first time in at least three years, EPCOR recorded a 4% increase in customer satisfaction.
Today, EPCOR’s Glass of the Sask campaign has been recognized by IABC, The Ad Club of Edmonton and the American Water Works Association for Excellence in Strategic Communication, internally and externally.
Most importantly, when Edmontonians turn on their taps, they remember the Glass of the Sask campaign and EPCOR’s role in treating, testing and delivering high-quality, award-winning tap water to the local restaurants and events that make their city special. As the pride and affection for the North Saskatchewan River grows due to this campaign, so too will the understanding that we all play a role in protecting it for generations to come.
What Comes Next
EPCOR just completed its third campaign in Edmonton, partnering with another 20 restaurants and 40 local events and festivals. The campaign also featured two sold out water carafe pop-up shops and its first paid media campaign. Watch below to learn how EPCOR is raising a Glass of the Sask through powerful proactive communications.
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