July 7, 2004

AWBD ATTENDEES LEARN THE IMPORTANCE OF WEBSITES AS A COMMUNICATIONS TOOL

With knowledge of the increasing importance now being placed on delivering timely and educational information on water resources, Barbara Payne of Payne Communications spoke before a packed audience at this year’s AWBD conference in Corpus Christi, Texas.  The topic? Creating and maintaining the most effective and appealing water websites possible.

“The Internet is today’s most powerful electronic communications tool,” said Payne. “It allows you to deliver information about water resources - how to protect them and, of increasing importance, how to avoid wasting it - in the most efficient and cost effective way.”

Focusing on using the Internet as a means to Educate, Enlighten, Entertain and Empower, Payne provided tips, via successful case studies, on creating websites that are user-friendly, relevant and packed with information. From options available prior to the development of a site – mail-back customer satisfaction surveys and research of existing sites – to information and interactivity such as online bill paying and water conservation tips – Payne provided a host of helpful ideas to aid the directors in creating a better online experience for their neighbors and customers.

Municipal Utility District – Ft. Bend 25 – was one of the first to offer their customers the opportunity to pay their bills online. “Executive General Manager, Mary Moore Hayes implemented the program about a year ago,” said Payne. “She reports that approximately 10% of their customers regularly pay online, and 50% of NEW customers use the online services.” A number of MUDs have now implemented their own online bill paying system and are not only receiving positive feedback but are cutting back on late payments and expediting the connection process, as well.

Also of great importance and a real hot button issue in today’s world, is water conservation. The North Harris County Regional Water Authority (NHCRWA) is one of several at the forefront in this effort, recently creating a “spin-off” water conservation website – www.stopthedrop.org – that is completely devoted to reporting on water conservation. It contains information for kids, and offers brochures and materials for use by the MUDs.

Another unique and forward-thinking approach to spreading the word on water conservation, Harris County WCID 132 has created – under the expert guidance of Landscape Architect Michael Murr – a water conservation demonstration garden at their plant facility.

“This magnificent garden will be an education center for students, residents, garden club and do-it-yourselfers, and a wonderful place to enjoy nature,” said Payne. “The website is going to serve as a core resource for maps, worksheets, brochures and visitor information. It is truly a magnificent step towards water conservation and the web is a great way to get the word out.”

Throughout the seminar, Payne stressed that websites be used for more than simply a board and customer information tool…with minutes, notices, presentations and agenda…but to be also utilized as a way to showcase new efforts, provide new and improved ways of doing business, and to exchange comments and feedback in a timely manner with customers.

“It is up to you to decide what content you want online. This is usually a function of the board’s culture or philosophy, but basically it comes down to defining those objectives and getting everyone to agree to them. Whatever you decide,” Payne urged the audience, “maintain some flexibility…websites have a way of growing and morphing as your communication needs change. Creating an outstanding website is a matter of common sense. Include what meets your communications objectives, provide what your target audience needs and will expect to find, and do it in an attractive, user-friendly way.”

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