Challenge: LifeLine Campaign
How do you encourage registration for a new maintenance program? BNA Communications created materials for Suburban Water Systems that clearly conveyed the easy sign-up process and emphasized program benefits.
Many homeowners are unaware that they are responsible for the main water line that runs from the home to the water meter. A break in this line can be a costly unexpected repair for customers. In addition, a broken line can leak and subsequently waste water. Suburban Water Systems, which provides water for communities east of Los Angeles, offers a LifeLine Maintenance Plan that will cover repairs to a main water line for those enrolled in the program.
To increase visibility of the LifeLine Maintenance Plan, a variety of collateral pieces were developed. BNA created a bill insert that focused on the three easy steps for signing up for the maintenance plan. This insert was delivered to all Suburban Water Systems customers. In addition, BNA designed a mailer that used similar messaging and the same design. The mailer also included a registration form along with a business reply postcard to make registration as easy as possible. Finally, outdoor signage was developed to reinforce the messaging.
The collateral proved successful in garnering interest in the program. Through this saturation effort, a great many customers signed up for the LifeLine Maintenance Plan.