Clarity Blog

Clarity Blog

One City’s Drought Communications “Fail”

I just watched a city council adopt a communication campaign that will do a lousy job of informing residents of the new water restrictions and fines it had just adopted in response to state mandates. For Californians to respond effectively to the drought, we’re all going to have to do better than this city did.

“Thanks” to city council input, residents of the San Gabriel Valley city will receive a cover letter and three separate inserts – four pieces in all, competing for attention, over-communicating and creating confusion – all in a bland envelope that will be lost in the day’s mailbox-full of unsolicited mail.

That’s going to be as expensive as it is ineffective.

The city did one thing right. It didn’t use a water bill insert, recognizing it wouldn’t get enough readership in a timely manner. But if you’re going to use an envelope (I wouldn’t!), you’d better print a high-impact headline on it or it’s likely to go out with next week’s trash, unopened.

Here’s a better alternative: Mail two postcards on the same day, one over-sized and one minimum USPS size. Why postcards? Because they get the message out without having an envelope in the way. Why two?

  • The large one would spell out the details, and by limiting the space to a large postcard, there’s much less chance of your message becoming gobbledygook.
  • The small postcard would be the “keeper,” designed with the refrigerator door in mind. All the good stuff would be on one side: Which days they can irrigate on, prohibitions and fines, tips, an easy URL for more information.

Combined with good policy and customer-oriented enactment, this will work.

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