strategic communication plan for delcora

Strategic Communications Plan Prepared for DELCORA

The Sylvan Group Strategic Communications Plan: DELCORA

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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


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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 DELCORA’s brand

recognition to increase business and gain market share.


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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.


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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 Magazine’s 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.


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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

Sylvan’s 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.


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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 company’s Executive

Director, Joe Salvucci, acknowledges that DELCORA has virtually no brand recognition among

Delaware County residents by virtue of the service they offer—unfortunately for DELCORA, once

it’s flushed, it’s 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 organization’s 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.


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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 area’s 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.


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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 plant’s basic service area—this 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-the-

art 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.


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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

DELCORA’s 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 Pennsylvania’s

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 DELCORA’s headquarters lies within their Southeast

Regional Office’s 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.


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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

Pennsylvania’s 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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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 DELCORA’s 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. DELCORA’s 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 DELCORA’s 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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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 DELCORA’s 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. DELCORA’s 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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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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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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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 company’s 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

company’s 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 on-

site 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

DELCORA’s market share in the area of wastewater management.


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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 “everyone’s

hometown”, many residents throughout Delaware county visit Media on the weekends for

shopping, dining, etc., making the town a great place to test DELCORA’s 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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KEY MESSAGES

1) Since 1970, DELCORA has provided responsible and cost-effective wastewater

management services, treating over 70% of Delaware County’s wastewater. The well-

being of Delaware County’s people, businesses and natural resources depends on clean

water, and DELCORA is committed to safeguarding our region’s 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

individual’s 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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OBJECTIVES

Objective 1.0: To build DELCORA’s 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

DELCORA’s 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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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 DELCORA’s

“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 Chester’s new PPL Park as a way to educate thousands

of the region’s 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 DELCORA’s 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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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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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 DELCORA’s 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 DELCORA’s 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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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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MEDIA ADVISORY Contact: Thomas Rogers [email protected] 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: Saturday, May 14, 2011 at 10:00 a.m.

What: 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.

Who: DELCORA employees and painters from the Center for Emerging Visual Artists in Philadelphia, Pennsylvania.

Where: Commercial buildings along Edgemont Road in Chester, Pennsylvania. Why: DELCORA is committed to building community as well as purifying

wastewater for a healthy Delaware River ecosystem. DELCORA’s 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.

###


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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 DELCORA’s 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 DELCORA’s 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

DELCORA’s advantage over its competitors.


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Tactic 4.3.4: Include a business proposal kit titled, “Don’t 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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December 15, 2010

Dear Valued Customer,

In keeping with DELCORA’s mission to represent good stewardship of both the environment and the economic resources of our community, we are constantly searching for ways to improve the quality of wastewater treatment and sludge removal from your business. In the effort to help us improve the quality of services we offer, we ask you to simply answer the following few questions and provide comments or feedback as necessary. As we continue to reach out to different areas of our Delaware County community, the results of this survey will help us to better identify areas of improvement.

Thank you for your time,

Joe Salvucci Executive Director

1. Do you feel DELCORA cares about your business?

1 2 3 4 5

(Absolutely Not) (Yes, very much so) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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2. Do you feel you can reach a DELCORA representative whenever the need arises?

1 2 3 4 5

(Absolutely Not) (Yes, very much so) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. How would you characterize the nature of the relationship between your business and DELCORA or its representatives?

1 2 3 4 5

(Very Productive) (Not productive at all) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. On average, how long does it take DELCORA to respond to inquiries from your business?

1 2 3 4 5 N/A (Very long, 5+days) (ASAP) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

5. Are you confident that the services DELCORA provides to your business represent the most environmentally friendly ways available to the industry?

1 2 3 4 5

(Very Confident) (Not Confident at all) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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6. Are you satisfied with the services DELCORA provides to your business?

1 2 3 4 5 (Very Satisfied) (Not satisfied at all)

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ________________________________________________________________

7. Overall, how would you characterize the nature of the relationship between your business and DELCORA or its representatives?

________________________________________________________________________________________________________________________________________________________________________________________________ ________________________________________________________________________________________________________________________________

8. What would you suggest to DELCORA that they need improvement on? ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ________________________________________________________________

9. Why did you choose DELCORA as the company to process your industrial trucked waste?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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Objective 5.0: To give public officials who manage townships and districts within DELCORA’s 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

DELCORA’s 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 Keating’s 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 DELCORA’s 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.


32

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 Salvucci’s 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 DELCORA’s 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 DELCORA’s 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 DELCORA’s website, and handwritten notes

to public officials announcing the accomplishment.


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34

Appendix A

Delaware County Municipalities Served by DELCORA—November 2010

City, Township, Borough Elected Official(s)

1 Aldan Mayor James R. Hopely

2 Aston Township Richard D. Lehr, Sr., Township Manager

3 Bethel Township Sharon L. Hannum, Chairperson

4 Brookhaven Mayor Mike Hess

5 Chadds Ford Township Deborah Love, Chairman

6 Chester Heights Mayor Mark Carroll

7 Chester Township Mayor Wendell N. Butler

8 Clifton Heights Mayor Joseph T. Kelly, Jr.

9 Collingdale Mayor Frank Kelly

10 Colwyn Mayor Dan Rutland

11 Concord Township Robert J. Willert, Township Manager

12 Darby Mayor Helen Thomas

13 Darby Township Mayor Hank Eberle

14 East Lansdowne Mayor James France

15 Eddystone Mayor Ralph Orr

16 Edgmont Township Ronald Gravina, Chairman

17 Folcroft Mayor Robert Frey

18 Glenolden Brian Hoover, Borough Manager

19 Haverford Township William F. Wechsler, President

20 Lansdowne Mayor Jayne Young

21 Lower Chichester Township Township Council

22 Marcus Hook Mayor James D. Shilliro

23 Marple Township Daniel Leefson, President

24 Middletown Township Thomas Gallagher, Chairperson

25 Millbourne Jeanette MacNeille, Council President

26 Morton N/A

27 Nether Providence Township Board of Commissioners

28 Newtown Township Robert Ciervo, Chairman

29 Norwood Mayor George McCloskey

30 Parkside Mayor Ardele R. Gordon

31 Prospect Park Peter D. Subers, Council President

32 Radnor Township Roberrt A. Zienkowski, Township Manager


35

33 Ridley Park Mayor Hank Eberle

34 Ridley Township Anne E. Howanski, Township Manager

35 Rose Valley President Lynn C. Kelley

36 Rutledge Gregory C. Lebold, Council President

37 Sharon Hill Mayor Robert O'Neill

38 Springfield Township Jeffrey T. Harbison, President

39 Swarthmore Jane Billings, Borough Manager

40 Thornbury Township Michael Gast, Chairman

41 Trainer Mayor Franics Zalewski

42 Upland President Edward Mitchell

43 Upper Chichester Township James R. Stewart, President

44 Upper Darby Township Mayor Micozzie

45 Upper Providence Township Philip A. Barker, Chairman

46 Yeadon Mayor Dolores Jones-Butler


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Appendix B

0

5

10

15

20

25

Q1 Q2 Q3

Yes (desired)

No

Q1 Q2 Q3 Q4 Yes (desired) 26 4 (17%) 8 (31%) 12 (46%)No 0 20 (83%) 18 (69%) 14 (54%)

Subject (respondent

number)

Are you a resident of Delaware County?

Have you ever heard

of DELCORA?

Do you know who treats your wastewater?

Do you know what happens to

your wastewater?

1 Yes No Yes (Little Washington

Twp) No 2 Yes No No No 3 Yes No Yes (PSW) Yes 4 Yes No No No

5 Yes No Yes (Media Water

Bureau) No 6 Yes No No Yes 7 Yes No Yes (Septic system) No 8 Yes No No Yes 9 Yes No Yes (Aqua America) Yes 10 Yes No No Yes 11 Yes No Yes No 12 Yes No No No 13 Yes No No Yes 14 Yes Yes No Yes 15 Yes No No Yes


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16 Yes No Yes No 17 Yes Yes Yes Yes 18 Yes Yes No Yes 19 Yes Yes No Yes 20 Yes No No Yes 21 Yes No No No 22 Yes No No No 23 Yes No No No 24 Yes No No No 25 Yes No No No 26 Yes No No No

strategic communication plan for delcora

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