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5.5.4

Enhance external communication to increase awareness of regional programs and services. 

greenstatusFinal update (September 2014)
Public feedback has shown that citizens want to receive more information about the Region in order to better understand what services the Region provides. In an effort to raise awareness of Regional programs and services a series of “Touchpoints” commercials were created which aired in late July and early August of 2012, and again between June and September 2013. Results from the campaign indicate that:

  • The Touchpoints campaign achieved its goal of improving public awareness of Regional programs and services based on data from concurrent Omnibus telephone surveys (one before the campaign and one after). Awareness of Regional services improved in seven of nine categories.
  • Analytics show that Regional website use (total visits and page views) increased by 5 – 10 per cent following the Touchpoints campaign.
  • Social media metrics show that Touchpoints tweets and posts generated many retweets and shares as well as positive comments and conversation.
  • The Touchpoints campaign earned a Gold Quill Award of Excellence by the International Association of Business Communicators.

Corporate Communications carried through with the concept at Oktoberfest 2012, with a float themed from the Touchpoints commercials and the “What can we do for you today?” message. In 2014, the Touchpoints campaign was expanded to include a 3-minute video, and display advertising on transit shelters.

Progress Update (September 2013)

Corporate Communications has developed a Corporate Communications Master Plan. This plan outlines Corporate Communications’ broad objectives for the current term of Council (2011-14). It guides Corporate Communications as the Region communicates with the public and employees to ensure consistency and efficiency of Region of Waterloo messaging. The plan aligns all external communications with the strategic plan. One initiative in the plan to raise awareness of Regional programs and services were commercials which aired in late July and early August of 2012 and aired again between June and September 2013. The theme of these commercials carried through to the Oktoberfest 2012 float. A bus shelter campaign is planned for spring of 2014.

Progress Update (January 2013)

In order to increase awareness of Regional programs and services, a Corporate Communications Master Plan has been developed which identifies key actions to improve communications with the public. One activity outlined in this plan was implemented in July 2012.  This action involved the creation of a series of commercials highlighting various Regional services which began airing on local TV stations in July 2012.

Progress Indicators

  • Achievement of program objectives.
  • Measurable increases in public awareness.

 

greenindicator   Strong progress achieved   2011-2014 Strategic Plan (PDF)
yellowindicator   Moderate progress achieved   2011-2014 Strategic Plan (RTF)
redindicator   Progress needed   2011-2014 Strategic Plan (Flash)