KEY OUTCOMES

Surpassed organization's goal to increase Water Information Sharing and Analysis Center (WaterISAC) new subscriptions by 10% over a six-month period.

THE CHALLENGE

Significantly increase WaterISAC subscribers. At the time, the number of subscribers was relatively small and the rate of growth was sluggish. Goals also included raising awareness of WaterISAC among water utilities nationwide and measurably enhancing its reputation over a 12-month period.

WaterISAC is a nonprofit social enterprise, authorized by Congress, to keep drinking water and wastewater utilities informed about potential threats to the nation's water infrastructure and how to respond. This includes all types of hazards, such as weather- induced disasters, intentional contamination, terrorism and cyber crime. WaterISAC's mission is to issue threat alerts and serve as  an unmatched resource of information about response, mitigation and resilience.

ACTIVITIES

• Assessed communications and marketing, produced a strategic marketing plan and rebranded WaterISAC.

• Created a new website and key messages.

• Managed public relations and direct mail marketing campaigns promoting WaterISAC subscriptions to top decision-makers at water utilities nationwide.