American Water is the nation's largest public water utility, serving 16 states across the country. But public utilities aren’t entities typically associated with having a “voice,” and American Water is no different. So a few years ago, AB&C partnered with their communications team to take their efforts and initiatives—both public and internal—to a whole new level. To effectively communicate, we needed first to understand. We immersed ourselves in the issues and complexities facing the water industry.
With a deeper understanding of the water-utility sphere, we established American Water as a source of not just a human necessity, but also insight and information. We bolstered their esteemed Water Street blog and promoted their new CEO as a leading authority and resource for national and regional news media, among countless other tactics. To firmly position American Water as an essential among essentials, we launched the highly aspirational, customer-facing “We Keep Life Flowing” brand platform.
Over the course of our long and fruitful partnership, we built powerful relationships with top-tier national media that now regularly seek the insights of American Water’s CEO and other leadership. We drove action among consumers of American Water’s social media presence and Water Street blog, inspiring them to carry those insights to their own communities. As their voice developed and grew, so too did an awareness of American Water’s vital role in the progress and protection of our national, state, regional, and local water infrastructure.