Not just the Sewer Company

The Story

MSD is a government agency…Metropolitan Sewer District. As its newly chosen Agency of Record, our first initiative was to re-Brand MSD. Our research included use of Datamx which consisted of conversations with hundreds of MSD customers. This revealed negative perceptions and misunderstood feelings about MSD. The vast majority of participants in the study knew MSD for sewage treatment only, and nothing of their work with water or the environment or education. Our strategy was to create a new Brand centered around an image of a technologically savvy and environmentally concerned organization. We switched the brand voice to the point-of-view of the user to talk about benefits to the customer instead of all about the company. We simplified the language to make it easier to understand. And we presented all information in a way that showed the consumer interacting with fresh, clean water or in environmentally clean environments. This effort also included an extensive internal communications program for employees, as well as ongoing public relations and proactive social media to educate the public about the extent of MSD’s work.

Project Re-Branding / Website / Print / Digital / Out Of Home / Video
Deliverables Research / Planning / Design / Creative / Design / PR / Social / Media
Business Segment Government

The ResultsBack to Top

The culture internally has changed at MSD. There is a renewed sense of pride that resounds within the organization. Attitudinal follow-up research will be conducted in 2017 to measure effectiveness among the external audiences.

“"BCH has done a tremendous job of revamping our brand, positioning us as environmental stewards, passionate about improving our community and giving us a new more accessible voice."”
Tony Parrott, Executive Director

See the Work

BrandingBack to Top

DigitalBack to Top

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PR + Social MediaBack to Top

This effort also included an extensive internal communications program for employees, as well as ongoing public relations and proactive social media to educate the public about the extent of MSD’s work.