Creating a department brand to showcase services, value and commitment to community
About this project
Client
City of Pittsburg
Services
Marketing
The opportunity
The City of Pittsburg was planning for an upcoming rate adjustment process for its water services, and in preparation, it wanted to create a marketing strategy that would help showcase its value to the community it so diligently served. Because it provided such reliable services, its customers did not have to think of it often. Safe and clean water was always there, but Pittsburg needed to remind the community about what goes into its water services to help explain the proposed increase. JPW crafted a strategy that allowed Pittsburg Water to highlight its personality, community pride and ability to provide such an integral (but not always appreciated) service.
The approach
JPW wanted to carve out a unique, customer-focused messaging platform for Pittsburg’s water services team, so it recommended the creation of a new brand “Pittsburg Water” with the tagline “Always working for you,” which was crafted to create a sense of community and pride about Pittsburg’s hard-working residents and water staff. The subsequent campaign was based on key messages around reliability, local management and quiet public service. Including digital, print and internal assets, JPW created an interactive digital style guide to facilitate internal adoption of the campaign and new brand.
The solution
Strategic planning
Graphic design
Content writing
Interactive toolkit
Collateral suite including: stationary, email signatures, templates, Zoom backgrounds, fact sheets, email templates, social media planning and graphics
Video script writing and production
Photography
JPW created an authentic, engaging brand platform to unite Pittsburg’s water services and allow for a community to better understand the foundational public services. Custom photography and a video injected visual interest to complement the contemporary mark design. With the outreach plan in place, Pittsburg was able to successfully adopt a new recalibrated rate structure, and the branding created by JPW for this campaign continues to be integrated into day-to-day operations in Pittsburg.