Communication Without Words: How Utilities Can Become Visible to Their Customers (original) (raw)
2015, Journal - American Water Works Association
https://doi.org/10.5942/JAWWA.2015.107.0113
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Abstract
AI
This paper discusses how utilities can enhance their visibility and emotional appeal to customers by adopting marketing strategies similar to those used by Apple. It highlights the example of The Water Tank Project in New York City, which transformed traditional water tanks into eye-catching art pieces to raise awareness about the global water crisis. By emotionally engaging consumers with the concept of clean water, utilities can create a stronger connection with their services.
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References (4)
- Chazin, S., 2007. MarketingApple: 5 Secrets of the World's Best Marketing Machine. MarketingApple.com. www. marketingapple.com/marketing_apple/ the-marketingapple-ebook.html (accessed December 2014).
- Leoniak, L., 2014. Interview, October 2014.
- Steele, T., 2014. Interview, December 2014. The Water Tank Project, 2014. www. thewatertankproject.org (accessed December 2014).
- AWWA RESOURCES • Public Relations and Water Utilities. West, M.F., 1963. Journal AWWA, 55:12:1493. Product No. JAW_0067203. • Public Relations-Effective Public Relations in Boca Raton, Fla. Martin, C.L., 1984. Opflow, 10:9:3. Product No. OPF_0011121. • Roundtable-Public Relations Versus Public Involvement. Ford, J.; Becker, J.; Jackson, T.; Krchnavy, S.M.; Kuebler, B.W.; & Sanford, C., 1991. Journal AW WA , 83:11:26. Product No. JAW_0030400. These resources have been supplied by Journal AW WA staff. For information on these and other AWWA resources, visit www.awwa.org. http://dx.doi.org/10.5942/jawwa.2015.107.0113
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