We Care: Customer Assistance Campaign

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With the rapid onset of the COVID-19 global pandemic, we halted shutoffs and enforcements for approximately 70,000 customers. Additionally, we restored water to an estimated 15,000 customers whose service had been shutoff for nonpayment.

We knew that more than ever, people needed help paying their water bills.

To humanize the experience of applying for assistance and asking for help, our materials centered on photographs of the Customer Care Representatives from our Contact Center. The friendly faces, a soft color palette, and clean typography were the guiding principles for our visual campaign.

PWD reached out to customers who had applied for assistance to find out what worked, and what didn't. This research helped guide our concept. From the findings:

"Participants who were struggling to apply noted a positive experience once they were able to connect with a PWD employee (either on the phone and especially in-person), noting they were kind and helpful."

This response helped reinforce our decision to highlight the women and men who work to help our customers apply.

Behind the scenes at our photoshoot with Customer Care Representatives from our Contact Center in early March 2020.

Campaign Development

Through several years of surveys, our customers have let us know that they want to hear from us in multiple ways--not only via email and social media, but also via traditional mail. This is supported by current research around the 'digital divide' in Philadelphia.

We developed a multi-channel campaign, including a brochure that was mailed to all customers who receive a physical water bill. We highlighted Philadelphia’s innovative income-based Tiered Assistance Program (TAP). We emphasized eligibility due to Special Hardships, such as loss of job or high-medical bills.

Throughout the campaign, Contact Center representatives show their pride for the Philadelphia Water Department, and help bridge the connection for customers who may be unsure about applying for assistance.

A soft and subtle color palette, paired with simple illustrations underscore the delicate topic at hand: asking for help to pay your utility bills, whether you have applied for other assistance programs before, or if this was your first time.

A new dedicated web page provided up-to-date information on PWD’s latest assistance efforts. The goal was to be a 1:1 translation from the print brochure to the web, with supplemental information and links added where appropriate.

We partnered with local mutual aid-based community fridges and vaccine centers to reach as many people as possible.

In an effort to increase awareness in parts of Philadelphia where water shutoffs were high, or where water debt was high, we made neighborhood-specific ads for social media.

We also advertised in local newspapers, including Al Dia, serving Philadelphians who speak Spanish.

Email plays a special role in our outreach strategy. Emails can help guide people through the process of applying for help, step-by-step.

Even if a customer is not eligible for our assistance program, they can still learn about ways to potentially save money on their monthly bill.

Results

Since the launch of the campaign, we've added over 1,100 new subscribers to our assistance emails. The campaign nearly doubled the number of people subscribed to this topic, outperforming the results of the previous two years of outreach combined.