Detroit Water and Sewerage Department (DWSD)
Integrated Branding Campaign
From Clean Water to Down the Drain
Working Hard for You
Opportunity
When we began working with Detroit Water and Sewerage Department, the organization had a generally unfavorable relationship with the community despite the great efforts in infrastructure maintenance and improvement. Additionally, too few residential customers were paying their water/sewer bills on time or taking advantage of available affordability programs. Customers didn’t know just how much work was being done to improve infrastructure, mitigate flooding and protect residents. DWSD had a name but not a brand that people identified with or trusted.
Advocacy
DWSD is more than just a utility – it is a community partner that cares about the people it serves. We developed a brand identity based on truth and an integrated campaign that included TV, radio, outdoor and digital advertising, social content, public relations and community engagement that humanized DWSD. Driven by the tagline “Working Hard for You,” it featured front-line workers who shared why they work hard for Detroit customers. Through strategic brand advocacy, we showed the community how the department is delivering some of the cleanest water in the country while making sure that residents have access to it.
Transformation
As a result of CRIMSON’s advocacy, the number of customers paying their water and sewer bills increased by double digits and households scheduled for water shutoffs declined by half. Most importantly, media and public sentiment toward the department saw a significant positive change based on a better understanding of roles, responsibilities and all of the work that was really being done on their behalf. The work done by DWSD is an integral part of Detroit’s rising national reputation.
