Our Dry Weather Plan South East Water's 2021 draft drought plan - Appendix U: Communication Action Plan - South East Water's 2021 draft ...
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Our Dry Weather Plan South East Water’s 2021 draft drought plan Appendix U: Communication Action Plan September 2021 South East Water Rocfort Road Snodland Kent ME6 5AH
Drought Plan | September 2021
Contents
Appendix U Communication Action Plan 3
1.1 Introduction 3
1.2 Drought Severity 0 – normal 3
1.2.1 Description 3
1.2.2 Drought Level 0 - communication action plan 4
1.3 Drought Severity 1 – developing drought 8
1.3.1 Description 8
1.3.2 Drought Level 1 - communication action plan 9
1.4 Drought Severity 2 – moderate drought 13
1.4.1 Description 13
1.4.2 Drought Level 2 - communication action plan 14
1.5 Drought Severity 3 – severe drought 20
1.5.1 Description 20
1.5.2 Drought Level 3 - communication action plan 22
1.6 Emergency plan activated 29
1.7 Drought recession 29
1.7.1 Drought recession - communication action plan 30
1.8 Post drought 30
1.8.1 Post drought - communication action plan 30
2Drought Plan | September2021
Appendix U Communication Action Plan
1.1 Introduction
This appendix sets out our communication action plan. It links with the drought severity levels
and our communication actions as part of the wider Dry Weather Plan.
Specific communication actions are required in the different drought severity levels. The
communication action plan details how we will tailor specific communication actions for
different audience groups. The action plan sets out:
Which audience group specific actions apply to
The key messages for these audiences
When the actions will be taken in response to crossing drought triggers
Any subsequent actions we will take.
The tables included for each drought severity level provide examples of campaign ideas
which we will review and implement where appropriate and according to which stage of
drought we are in. As the situation develops, appropriate activities in previous sections will
continue to run alongside the new ones.
We recognise that it is important we are able to tell if our water saving campaigns and demand
actions are making a difference, particularly in the early stages of a drought as if not they may
require us to implement a temporary use ban earlier than planned. The Drought
Communications Manager will review and report back to the drought management team on all
activities and work with our Insight team to measure effectiveness.
We are committed to longer term behavioural message design to support our customers’
resilience and reduce water usage. Our business as usual messaging is based on these
methods including neighbourhood comparison social norming techniques. We also recognise
however that not all customers will engage in this approach and behaviours can only be
meaningfully shifted as a result of longer term work.
It is important this the plan is agile and able to adapt to the context of the particular drought
being experienced and our evaluation of customer behaviour during the event.
1.2 Drought Severity 0 – normal
1.2.1 Description
We have an ongoing water efficiency campaign which includes close communication with all
the audience groups. This process begins around Easter time and continues during warm or
dry periods with promotion of water efficiency messages, irrespective of water resource
levels. If the Met Office and Environment Agency release notably or exceptionally low rainfall
communications messages we expect increased customer and media queries.
Standard briefings, statements and advertisements are already available for this level of
communication.
3Drought Plan | September2021
The slogan ‘Water’s Worth Saving’ from an innovation sprint during summer 2020 organised
by Water UK and Waterwise will be used, where appropriate, throughout all our
communications (or alternative joint national campaigns as developed in future years).
What’s new for Dry Weather Plan 2021:
Use of WhatsApp to brief staff in the Field
Water efficiency training for staff
Water’s Worth Saving recognition awards
1.2.2 Drought Level 0 - communication action plan
Audience Actions Comments
Internal Promote water efficiency activities via We want employees to be
employees intranet Gurgle, Spout! (our staff ambassadors for water
magazine), Team briefs and staff efficiency.
induction programme.
Core brief to include water resource South East Water provides a
update explaining what we are doing. monthly Core Brief to
employees. This will include
latest messages about water
resources and the actions we
are taking.
Water efficiency training for Customer To enable our staff to talk
Service agents including information on confidently about water saving
our giveaways on the Save Water Save and to encourage customers to
Money website. send for the free water efficiency
products.
Briefing to field staff via Team New WhatsApp group to be
Briefs/WhatsApp. used to get up to date
information out.
Write internal communications stories to Idea for the Water’s Worth
promote Water’s Worth Saving Saving recognition awards came
recognition awards with staff and from the stakeholder innovation
encourage them to join in and also to talk sprint.
to customers about them.
Ensure briefed on the water situation Explain that the water resource
messages. situation is normal, but that we
always ask people to use water
wisely.
Regulators Include update on the water resources Explain that the water resource
situation at regular meetings. situation is normal, but work
together to promote water
efficiency messages.
4Drought Plan | September2021
Audience Actions Comments
If necessary update on South East If other companies advise they
Water’s situation via letter/email. are reaching drought triggers
then we would proactively
contact Regulators
(Environment Agency, Natural
England and CCW in particular).
Updates in ‘The Source’ e-zine. South East Water e-newsletter
for all stakeholders.
Customers Keep the South East Water website Ensure links to water efficiency
(household) updated. messages and reservoir level
data and the online water
calculator (interactive
opportunity to learn about your
own water use and how you
could save more), plus a link to
the free water efficiency
products. We will show ‘This is
what we are doing’ to then ask
our customers to do their bit to
help out. Water efficient
gardening and drought resistant
plants will also be highlighted on
the website.
‘Great water butt giveaway’ and water Competition run on website and
efficiency promotions via customer bills. social media to encourage
people to complete an online
water audit and be entered in
prize to win a water butt.
Summer water efficiency trailer roadshow South East Water attends
and school education/community talk summer shows with our water
programme. efficiency trailer, manned by
staff and giving advice to
customers. Throughout the
school year we visit schools and
community groups to give a talk
about water and water
efficiency.
Water situation map Along with updating the amount
of water in our reservoirs, we will
be using an idea from the South
African experience of a water
resource map showing in the
traffic light system how much
water we have in each area.
5Drought Plan | September2021
Audience Actions Comments
Water’s Worth Saving recognition awards Idea for the Water’s Worth
for your home/garden/school/club/charity. Saving recognition awards came
from the stakeholder innovation
sprint which we will trial for
2021.
Water use community champion Another idea from the
competitions boosted by partnerships e.g. stakeholder innovation sprint
dirty car art. which we will trial for 2021.
Customer water efficiency messaging in Idea came from the stakeholder
key high footfall locations. innovation sprint which we can
trial in 2021.
Promote our free water efficiency Regular mentions via press
products on our website. releases, customer contact and
social media.
Social media targeted campaigns tailored We use Twitter, Facebook and
at different audience groups. Instagram to regularly promote
water efficiency messages and
competitions.
Water Via National Drought Group, WRSE Ensure ‘no-surprises’ by regular
companies Comms Group and Water UK check close contact. Agree joint
(wholesale) situation/messages of other water messages and campaigns.
companies. Prepare WRSE stakeholder
newsletter.
Water Regular meetings with Wholesale Service Meeting will confirm agreed
Companies Desk for them to onward communicate actions required from both
(retail) with Retailers – clear messaging required wholesale and retail (activity is
as to what they communicate on to NHH unlikely at this stage other than
customers. usual water efficiency work).
Initiate Water’s Worth Saving recognition Idea for the Water’s Worth
awards with retailers passing on Saving recognition awards came
information to their customers. from the stakeholder innovation
sprint which we will trial for
2021.
Annual update every Jan/Feb on water Requested by retailers at the
resource situation to all Retailers and innovation sprint. Look at
NAVs. adapting The Source e-Zine for
retailers.
Organise with Retailers workshops and Requested by retailers at the
networking events about saving water. innovation sprint.
6Drought Plan | September2021
Audience Actions Comments
Community WRSE communications. Activities via the WRSE Comms
group will update that resource
levels normal.
Updates in The Source e-zine. South East Water e-newsletter
for all stakeholders.
Local Resilience Forums Membership of LRF’s across the
area ensures South East Water
keep people updated on the
water resources.
Key WRSE communications Activities via the WRSE Comms
Stakeholders group will update that resource
levels are normal.
Updates in ‘The Source’. South East Water e-newsletter
for all stakeholders.
Work with stakeholders such as local Trial with Ashford Borough
authorities on joint water efficiency Council 2020/21 to be rolled out
initiatives. if successful.
Promote Water’s Worth Saving Continuous promotion using
recognition awards with stakeholders to case studies.
encourage take up within their
communities.
Encourage the setting up of water use Trial area to provide us with
community champion competitions case studies.
boosted by partnerships e.g. dirty car art.
Work with social and private landlords to To connect with an umbrella
help tenants change behaviour – their organisation to help reach this
social responsibility. target customer base.
Work with local authorities to show where Trial with Ashford Borough
water is used in public places highlight Council 2020/21 to be rolled out
when the water is recycled e.g. water if successful.
fountain to inspire people to reuse their
water if they can see it done in public
places.
Media Prepare and release press statements Explain that the water resource
(particularly if other regions are in situation in our area is normal,
drought). but that we always ask people to
use water wisely using the
Water’s Worth Saving slogan.
7Drought Plan | September2021
Audience Actions Comments
Proactive press releases. Messages promoting water
efficiency, particularly in the
garden e.g. water butt
giveaways. South East Water
will ensure consistency with
other water companies via the
WRSE Comms group.
Promote website via social media. Use social media to keep
directing people to water
efficiency information.
1.3 Drought Severity 1 – developing drought
1.3.1 Description
Once we hit developing drought triggers, a pre-planned media campaign would be instigated.
This campaign would aim to intensify the message, linking the demand for water directly to the
impact on rivers, reservoirs and groundwater in order to:
Create sharp increase in customer awareness of the need to save water
Make customers think about the impact of the way they use water
Suppress demand for water
Link demand for water to environmental impacts
The water efficiency campaigns run under ‘normal’ conditions will continue, but they will be
promoted more and we will begin to look for further campaign opportunities.
The Drought Communications Manager would commence a weekly report on what we've
actioned and achieved - reviewed at the end of each week. This activity will continue
throughout the drought period until confirmed return to normal.
The slogan Water’s Worth Saving from an innovation sprint last summer organised by Water
UK and Waterwise will be used throughout all our communications (or alternative joint national
campaigns as developed in future years).
In the tables below are examples of campaign ideas which we will review and implement where
appropriate and according to which stage of drought we are in. As the situation develops,
appropriate activities in previous sections will continue to run alongside the new ones. It may
be that during a developing drought period there are short term very high demand periods,
such as during a heatwave. In these cases the Communications Manager may implement
some of the tools from the moderate/severe stages to help reduce demand.
What’s new for Dry Weather Plan 2021:
CEO online briefs to all employees
8Drought Plan | September2021
Water efficiency blogs using influencers to reach targeted demographics and water users
to make a difference and shared via appropriate social media channels
Water resource situation map to visualise where drought developing so consumers know
where action needed
Communications Manager will review communications tools in moderate/severe drought
activities and may implement if appropriate and significant high demand is seen.
1.3.2 Drought Level 1 - communication action plan
Audience Actions Comments
Internal Core Brief message. Explain that South East Water is now
employees in developing drought, and that the Dry
Weather Plan has been implemented.
We will show what we are doing to
prepare for drought.
Intranet update to link through to Reinforce importance of messages for
website information. customers about using water wisely.
CEO Briefings to include water South East Water’s CEO delivers
resources and raise understanding in regular monthly briefings via Zoom to
the business. all employees and monthly senior
management meetings.
Implement Customer Service Customer Service staff are talking to
competition to encourage promotion of customers on a daily basis so they can
water efficiency devices and remind help to encourage water efficiency and
them of their water efficiency training. promote the free water efficiency
products on our website.
Briefing to field staff via Team Briefs Provide water efficiency messaging,
and the WhatsApp group leaflets and devices to hand out.
Prepare training material for staff Ahead of reaching moderate drought
regarding Temporary Use Ban. status a full additional, more detailed
training plan for Customer Service staff
should be developed.
Continue to promote the Water’s Worth Start building up case studies from the
Saving recognition awards trial.
Use case studies to promote the water Promoting water efficiency through our
use community champion competitions top water savers from the trial.
boosted by partnerships e.g. dirty car
art
Regulators South East Water will provide updates Use meetings as opportunity to advise
to the Environment Agency on the on situation and to explain actions
Water Resource position and await South East Water is taking.
Environment Agency to instigate
further drought meetings.
9Drought Plan | September2021
Audience Actions Comments
Update Natural England on the Water Use meetings as opportunity to advise
Resource position at monthly meetings on situation and to explain actions
South East Water is taking.
Keep updated on situation via email. Proactively contact Regulators
(Environment Agency, Natural
England, and CCW in particular).
Customers Updating the South East Water Update homepage to ensure water
(household) website homepage and water efficiency message is visible and raise
resources pages that South East Water is now in
developing drought.
We will show ‘This is what we are
doing’ to then ask our customers to do
their bit to help out.
Begin a monthly resource situation
update.
Pledge campaign posters South East Water has a ‘make a
pledge’ webpage where customers can
Water’s Worth Saving pledge different water efficiency
promises. This promotion would be
widely promoted on social media and
via My Account. Customer email
campaign to begin.
WRSE website This is the joint water company
website that should now be updated to
explain South East Water (and any
others) in developing drought.
Water situation map Along with updating the amount of
water in our reservoirs, we will be
using an idea from the South African
experience of a water resource map
showing in the traffic light system how
much water we have in each area.
Continue with social media messaging Using influencers, particularly bloggers
Proactively approach events for Double the number of events attended
summer roadshow and during normal conditions
schools/community groups for talks
Continue to promote the website Save Contact people who have these to use
Water Save Money to send for water as case studies
efficiency products
10Drought Plan | September2021
Audience Actions Comments
Praise positive behaviour and say Keep repeating this where possible
thank you to all the people saving
water
Continue to promote the Water’s Worth Build up case studies
Saving recognition awards
Use case studies to promote the water Build up case studies
use community champion competitions
boosted by partnerships e.g dirty car
art
Customer water efficiency messaging To reach large number of people
in key high footfall locations.
Update the school/community talk South East Water has dedicated
slides and brief speakers. school speakers who will be briefed on
latest situation.
Water Via WRSE Comms Group and Water Ensure ‘no-surprises’ by regular close
companies UK check situation/messages of other contact. Agree joint messages and
(wholesale) water companies. prepare WRSE stakeholder newsletter.
Begin drought related communications Ensure ‘no-surprises’ by regular close
with Affinity Water and Southern Water contact.
Services regarding bulk supplies and
shared use arrangements.
Water Regular meetings with Wholesale Meetings will confirm agreed actions
companies Service Desk required from both wholesale and
retail. (Activity unlikely at this stage
(retail) other than usual water efficiency work).
Continue to promote the Water’s Worth To build up case studies to use in
Saving recognition awards promotion.
Regional drought groups to give We will look at sending out a retail
regular consistent messaging to version of The Source.
Retailers and NAVs throughout the
year about worsening water situation
Arrange with Retailers a workshop for To trial 2021 in a water stressed area.
businesses on how to save water
Community WRSE stakeholder newsletter Prepare a newsletter to update that
South East Water is now in developing
drought, drought actions and next
steps.
Update via ‘The Source’ Send further update via The Source e-
newsletter.
11Drought Plan | September2021
Audience Actions Comments
Local Resilience Forums Our membership of LRF’s across the
area ensures South East Water keeps
people updated on drought status.
Provide access to any campaign
materials to share via a dedicated
stakeholder webpage.
Commence discussions with local Give heads up that South East Water
authorities with regard to watering is concerned, check details of who
regimes for parks and gardens. most appropriate contacts for updates.
Key WRSE stakeholder newsletter and our Prepare a newsletter to update that
Stakeholders The Source e-zine using press release South East Water is now in developing
material drought, drought actions and next
steps.
Explain actions we are taking and This is what we are doing.
report on their impact
Praise positive behaviour and say To show that people are listening
thank you to all the people saving
water
Continue to promote the Water’s Worth To build up case studies
Saving recognition awards
Use case studies to promote the water To build up case studies
use community champion competitions
boosted by partnerships e.g. dirty car
art
Work with social and private landlords Continue with messaging
to help tenants change behaviour –
their social responsibility
Stakeholders Newsletter updating them on the Details on how vulnerable customers
representing situation and how it affects vulnerable can sign up for the priority Service
vulnerable customers Register
customers
Media Prepare press statements Explaining next steps/plans
Proactive press releases to stimulate Explain details of the dry period e.g.
increased TV and radio coverage “We have had below average rainfall
for X of last X months.” Call for
voluntary restraint. Alert customers to
where on South East Water’s website
to find updates
12Drought Plan | September2021
Audience Actions Comments
Proactive press release to trade To talk directly to high users of water
publications such as the NFU and the such as farmers to make them aware
CLA South East of the situation
Start a water efficiency blog and The blog is a fun and friendly update
promote messages via on water efficiency ideas, as the
Twitter/Facebook drought develops this can be used to
continue to update customers
Approach local TV/radio/news online to This would be similar to the pollen
get water resource situation included in information
weather update
Praise positive behaviour and say Keep using the Water’s Worth Saving
thank you to all the people saving slogan
water
Continue to promote the Water’s Worth Issue press release
Saving recognition awards
Use case studies to promote the water Issue press release
use community champion competitions
boosted by partnerships e.g. dirty car
art
Use poster campaign in local Develop poster campaign.
newspapers (4-week campaign) and
local radio adverts. Be careful that the posters messages
are appropriate given any changing
weather patterns.
Radio adverts will be short, sharp
memorable messages and practical
advice and we would look to do these
with our neighbouring water
companies.
Also to work on advertorials for local
newspapers and community
newsletters in areas particularly badly
affected.
1.4 Drought Severity 2 – moderate drought
1.4.1 Description
At this point, we would move from background publicity to a much higher intensity campaign
and make direct appeals for the public to reduce their demand for water in order to reduce or
delay the use of temporary use bans.
13Drought Plan | September2021
It is important our messaging always outlines what we are doing (e.g. operational
management activities) alongside how customers can help.
Company specific and joint communications work, if other companies are experiencing
similar conditions, will progress at this stage. Preparations for the implementation of Phase 1
of the temporary use ban will begin and the ban will be implemented when necessary
depending on the time of year for maximum impact.
Where temporary use bans are considered, we will advertise this fact widely in the local
press, via local authorities and on the corporate website, together with a detailed explanation
of the classes of use affected. We will state how customers may make representations and in
what time period these representations will be considered. A two-week period in which
customers may respond to the proposals is anticipated to be given (the consultation period is
short because the plan requires restrictions to be implemented rapidly in order to curtail
demand effectively). (See Section 3.3.4 of our Dry Weather Plan for more information)
We will run hard-hitting water efficiency campaigns comparing different areas with how much
water is being saved and using case studies to show people that it is possible to reduce
water use even more. As the situation develops, appropriate activities in previous sections
will continue to run alongside the hard-hitting new ones.
What’s new for Dry Weather Plan 2021:
Hard-hitting messaging appealing for reduction in water use
Daily graph showing how much water is being used overall to be used proactively with
website, social media, email campaigns
“Out-Of-Home” digital advertising opportunities
Praising towns where there has been a drop in water use
1.4.2 Drought Level 2 - communication action plan
Audience Actions Comments
Internal Core Brief message. Explain that South East Water is now in
employees moderate drought, and the actions the
company is taking showing this is what we
are doing.
Intranet update to link through to Reinforce importance of messages for
website information. customers about using water wisely.
Q&A’s for employees. Ensure Customer Service Staff and Field
teams are briefed. To also use the
WhatsApp group
Members of the Drought Management This will enable fast alert to staff on
Team to attend Team Briefs across the situation.
company.
Can be held via Zoom to quickly get
messages across.
14Drought Plan | September2021
Audience Actions Comments
Posters up around offices. When we know a temporary use ban is
being introduced to remind staff of date.
Roll out staff training on Temporary This will be both Customer Service staff
Use Ban. and key customer facing staff (e.g.
samplers, debt team, and meter readers).
Messaging to be included on the We can quickly update the messages as
departmental Customer Service the situation develops. They can then be
information screens used to answer customer questions.
Screensaver To be changed regularly
Brief staff about our customers who So staff can use our top water savers
have taken part in the Water’s Worth from the awards as examples to others
Saving recognition awards
Use case studies internally as well as To illustrate how others have reduced
externally to showcase our top water their water use - so you can too
use community champions boosted by
partnerships e.g. dirty car art
Login alert and email to all staff. The login alert is a pop-up message that
the IS team can set up to show on the
computer screen when a member of staff
logs into their computer. This will be put in
place for the day South East Water
announces the temporary use ban so all
staff are aware. Customer Service staff
will also be sent briefing note and have
press release printed off on desks for
when they get in.
Regulators Continue regular meetings with Use meetings as opportunity to advise on
Environment Agency to update on situation and to explain actions South
drought development. East Water is taking. This is likely to
involve discussions of upcoming drought
permit applications (when appropriate).
Update Natural England on the Water Use meetings as opportunity to advise on
Resource position at monthly situation and to explain actions South
meetings. East Water is taking. This likely to involve
discussions of upcoming drought permit
applications (when appropriate).
Keep updated on situation via email. Proactively contact Regulators
(Environment Agency, Natural England,
CCW and Ofwat in particular).
15Drought Plan | September2021
Audience Actions Comments
Give CCW full briefing ahead of any Ensure they have same Q&A’s as South
restrictions. East Water staff to help their call centres
manage any contact.
Inform DWI of drought status and Proactively contact
convey relevant information
Customers Updating the South East Water Begin to use images such as ‘before and
(household) website homepage and water after’ photos of reservoirs to show the
resources pages. seriousness of the situation.
Begin a weekly resource situation update.
Refresh FAQ’s with ones about
restrictions.
We will show ‘This is what we are doing’
to then ask our customers to continue
doing their bit to help out.
Update daily graph showing how much To consider regionalising the graph for
water is being used different towns showing which one is
using more
Set up dedicated telephone line. This allows South East Water to monitor
contacts specifically about drought.
Add message to phones. Explain that South East Water is in
drought and where on website to find
latest information.
Direct mail about situation – what we Where appropriate issue direct mail outs
are doing and how customers can to customers affected, or include leaflets
help. and updates with any customer letters
sent (e.g. capital programme updates or
customer service letters).
Send emails about the situation – what Where we have email addresses. Note
we are doing and how customers can this is expected to increase customer
help. contacts so ensure Customer Service is
resourced to respond. Test emails before
issuing to minimise complaints.
Water situation map Along with updating the amount of water
in our reservoirs, we will be using an idea
from the South African experience of a
water resource map showing in the traffic
light system how much water we have in
each area.
16Drought Plan | September2021
Audience Actions Comments
Increase use of social media with To support messaging from other
harder messaging companies, as well as encouraging them
to use ours
Increase summer water efficiency South East Water attends summer shows
trailer roadshow and school with water efficiency trailer, manned by
education/community talk programme. staff and giving advice to customers.
Throughout the school year South East
Water staff visit schools and community
groups to give a talk about water and
water efficiency. We will increase the
frequency of these.
Praise positive behaviour and say Where customers agree to use the best
thank you to all the people saving examples of water saving in customer
water communications along with media
releases and social media posts
Use the best examples of people who By promoting the awards, we can show
have entered the Water’s Worth that people across our region are working
Saving recognition awards hard to come up with innovative ways to
save water
Showcase the water use community By keeping this local you can use social
champions and their innovative ideas and the media to promote this messaging
Increase customer water efficiency Keep changing messaging as needed –
messaging in key high footfall looking to use “out-of-home” advertising
locations. opportunities
Promote the website Save Water Save Explain what the products do
Money to send for water efficiency
products
Provide information to update WRSE Begin to use stronger messaging and
website alert people to any upcoming restrictions.
Update website Website detailing the consultation process
and showing maps of affected area
When temporary use ban actually
announced have a ‘pop-up’ message on
website during the consultation period.
Water Via WRSE Comms Group and Water Ensure ‘no-surprises’ by regular close
companies UK check situation/messages of other contact. Agree joint messages and
(wholesale) water companies. prepare WRSE stakeholder newsletter.
17Drought Plan | September2021
Audience Actions Comments
Continue communications with Affinity Ensure ‘no-surprises’ by regular close
Water and Southern Water Services contact.
regarding bulk supplies and shared
use arrangements as described in
Section 3.3.7 of our Dry Weather Plan
Water Regular meetings with Wholesale Meetings will confirm agreed actions
companies Service Desk required from both wholesale and retail.
(retail) (See ‘Customer (non-household)’, below,
for likely activities)
Continue to promote the Waterwise
recognition awards using case studies
where water saving has been made to
inspire others to do the same
Regional drought groups to give Send retail version of The Source
regular consistent messaging to
Retailers and NAVS throughout the
year about worsening water situation
Arrange with Retailers a workshop for Trial in an area of water stress
businesses on how to save water
Customers Only following prior agreement with This will include completing more water
(non- non-household retailers, and only if in efficiency audits.
household) accordance with non-household
market codes - Site visits to high
demand commercial users to help
reduce demands.
Community Letter/Email Explain increasing concern and ask for
support promoting voluntary restraint –
e.g. printing articles in community
magazines and links on website.
Continue to share access to joint
campaign material
Local Resilience Forums Our membership of LRF’s across the area
ensures we keep people updated on
drought status.
Continue to share access to joint
campaign material
18Drought Plan | September2021
Audience Actions Comments
Key Letter/email Explain increasing concern and ask for
Stakeholders support promoting voluntary restraint –
e.g. printing articles in member’s
magazines and links on website.
Continue to share access to joint
campaign material
Explain actions we are taking and Keeping everyone informed
report on their impact
Praise positive behaviour and say To show that people are responding to
thank you to all the people saving our pleas to save water
water
Encourage stakeholders to use the To showcase positive water saving
best examples of people who have behaviour and give people ideas on how
entered the Water’s Worth Saving they can go the extra mile to save even
recognition awards more water
Encourage stakeholders to promote To keep the pressure on to continue to
the water use community champions in come up with more ways to save water
their local area wherever possible
Work with social and private landlords To reach water users who may think the
to help tenants change behaviour – messaging isn’t for them
their social responsibility
Stakeholders Letter/email To reach water users who may think the
representing messaging isn’t for them but in a way that
vulnerable they understand without causing panic
customers
Media Prepare press statements Explaining next steps/plans, work jointly
with other water companies, Water UK
and Environment Agency.
Proactive press releases Explaining latest drought situation to local
and trade publications such as the NFU.
What South East Water is doing and how
customers can help – Water’s Worth
Saving. Alert customers to where on the
website to find updates
Joint press conference Work with other companies, Environment
Agency and CCW for a joint press
conference to announce moderate
drought.
19Drought Plan | September2021
Audience Actions Comments
Advertising campaign ‘Let’s Save it’ Use advertorial style promotions of
and ‘Water’s Worth Saving’. explaining situation, what South East
Water is doing and how customers can
help.
Temporary use ban – notices Official notice for Phase 1 to be sent to be
published in local papers (see Appendix
O).
Temporary use ban – press release To coincide with publication of the notice.
Radio adverts to begin following the Once the restrictions are confirmed South
two-week consultation East Water would begin radio campaign
to ensure people have the correct
message.
Friston borehole media day If groundwater is suffering South East
Water will arrange a media day/days to go
inside Friston borehole.
Update local TV/radio/news online to To get maximum publicity
get water resource situation included in
weather update similar to the pollen
information
Praise positive behaviour and say To thank people for positive behaviour
thank you to all the people saving
water
Use the Water’s Worth Saving To showcase people who are going that
recognition awards to promote the fact extra mile to save water
that people are saving water in a
variety of innovative ways
Really work with people we have Showing good behaviour
identified as community champions to
promote how they are saving water in
their area competitions boosted by
partnerships e.g. dirty car art
Create a Twitter Hashtag campaign to #SaveWaterSussex #SaveWaterKent etc.
get increase strength of messaging
1.5 Drought Severity 3 – severe drought
1.5.1 Description
At this stage we would have implemented the Phase 1 temporary use ban. Depending on the
progress of the drought we will need to prepare the public for the need for Phase 2
temporary use ban (the removal of concessions). It may be that due to speed of the drought
20Drought Plan | September2021
that at the same time the drought management team will be preparing for drought orders to
restrict non-essential use of water and possible drought permits/orders. If drought
permits/orders are applied for, we will set notice with the relevant authorities and advertise
the intentions in the local media, on the corporate website and the London Gazette.
At this point, it is expected that there would be a considerable and self-sustaining media
interest in the developing situation and little if any further media stimulation would be
required. We would continue with the use of media as in moderate drought and include.
Key messages across audiences will be:
The need for temporary use bans to reduce demand and avoid supply failure
Details and examples of how customers can save water
Details of how we are saving water and implementing new supplies
Explain intention to enforce bans and the penalties for non-compliance
Explaining the areas covered by restrictions and how to find if within affected areas
The severity and impact that further restrictions would have on homes and businesses
Setting out the consultation for the next phase of household temporary use bans
Once the severe drought stage has been reached we would continue to progress with the
company specific and joint communications work. It is likely by this stage that other water
companies in the South East will be experiencing the same conditions and therefore working
together and ensuring consistent approaches where applicable, or understanding of the
reasons for differences will be important.
At this stage we are likely to reach the point where we need to implement the drought order
(for non-essential use ban) and therefore widespread promotion of this will be required. Any
concessions currently in place will be removed and we will ensure all those customers who
had them are informed.
As the situation worsens the message to customers at this point will focus on the rapidly
deteriorating resources position and the need for substantial reductions in consumption. We
will highlight the increasing probability of a water supply failure and begin to indicate the
areas that will be affected by supply cuts should they become necessary as set out below:
Explaining the phase 2 household temporary use ban
Details and examples of how customers can continue to save water
Progress on how the company is implementing new supplies and maximising efficiency
Explain intention to enforce bans and the penalties for non-compliance.
Explaining the areas covered by restrictions and how to find if within affected areas
Explanation of demand side emergency drought orders, which may include standpipes and
rota cuts
The severity and impact that rota cuts will have on businesses and households
Providing indicative locations of areas that may be subject to rota cuts
Our hard hitting water efficiency campaigns will continue to increase in intensity with very
stark messaging with the emphasis that people have to take action now. We will be working
very closely with stakeholders who are helping to get this messaging out into their
21Drought Plan | September2021
communities. As the situation develops appropriate activities in previous sections will
continue to run alongside the hard hitting new ones.
What’s new for Dry Weather Plan 2021:
Postcards to neighbourhoods where people using excess water
Use of geo-targeting of messaging to consumers
Dedicated stakeholder online resource centre
My WaterUse messaging via My Account
Continuous updates on water resource situation to retailers and NAVs
Hold joint water saving workshops with retailers for business customers
1.5.2 Drought Level 3 - communication action plan
Audience Actions Comments
Internal Core Brief message. Explain that South East Water is now
employees at severe drought status, and the
actions the company is taking.
Intranet update to link through to Reinforce importance of messages for
website information customers about using water wisely
Update Q&A’s for staff. Ensure Customer Service staff and
field staff are briefed (provide these to
CCW)
Staff roadshow Senior management to tour the
company area offices briefing staff
face-to-face and asking for
suggestions of things to help secure
supplies
Members of the Drought This will enable fast alert to staff on
Management Team to continue to increasing severity of situation.
attend Team Briefs across the
company.
Revised posters about the When South East Water knows non-
seriousness of the situation to be essential use ban is being introduced
put up around offices. to remind staff of date.
Roll out staff training on non- This will be both Customer Service
essential use ban. staff and key customer facing staff
(e.g. samplers, debt team, and meter
readers).
22Drought Plan | September2021
Audience Actions Comments
Login alert and email to all staff. This will be put in place for the day
South East Water announce non-
essential use ban so all staff are
aware. Customer Service staff will also
be sent briefing note and have press
release printed off on desks for when
they get in.
Showcase customers who have To use case studies as examples of
taken part in our Water’s Worth positive behaviour that staff can use
Saving recognition awards when talking to customers
To show staff examples of our Staff can use these examples when
community champions who are talking to customers about the water
spreading the saving water resource situation
messaging
Intranet update to link through to Reinforce importance of messages for
website information. customers about severity of drought
and why we are taking these steps.
Regulators Consult with Defra if a drought Use meetings as an opportunity to
order or an emergency drought advice on the situation and to explain
order application is likely. actions we are taking
Continue frequent meetings with Use meetings as opportunity to advise
Environment Agency to update on on situation and to explain actions
drought development. South East Water is taking. This is
likely to involve discussions about
further drought permit applications that
South East Water is preparing.
Update Natural England on the Use meetings as opportunity to advise
Water Resource position at on situation and to explain actions
frequent meetings South East Water is taking. This is
likely to involve discussions about
further drought permit applications that
South East Water is preparing.
Keep updated on situation via Proactively contact Regulators
email. (Environment Agency and Natural
England in particular).
Inform DWI of drought status and Proactively contact DWI
convey relevant information
Customers Updating the South East Water Use striking imagery to really show the
(household) website homepage and water seriousness of the problem and what
resources pages. we are doing.
23Drought Plan | September2021
Audience Actions Comments
Update daily water use graph To use on website, social media and
send to local press to show how much
water is being used and where the
water efficiency messaging is being
acted on.
Increase messaging on social To use every social media avenue
media available
Begin water drama play Tour around 70 schools within the
company area with interactive play.
Loud hailers South East Water vans will deliver
messages around areas of complete
water stress.
Customer mailshot. South East Water will write to all
customers affected and use email
updates where possible. Will also
target messaging not just to bill payers
– but consumers in general using
online marketing tools and geo-
targeting of messaging (for example to
contact holiday makers in our area or
young people living at home who are
not bill payers)
Send emails direct to customers Show what we are doing and give
asking them to use less water ways they can cut down even further
and publicise our free water efficiency
products on the Save Water Save
Money web page
Send out cards to postcodes Using peer pressure to cut down on
where neighbours have reported water use
people using excess water on
their gardens
Distribute pledge campaign Encourage people to take the pledge
posters and stickers to save water
Updates on South East Water and Web based maps of the area covered
also the WRSE website. by South East Water’s temporary use
ban.
Web based gazetteer so customers
can locate their property.
Weekly updates of reservoir levels and
monthly of groundwater levels
24Drought Plan | September2021
Audience Actions Comments
Water situation map Update the water resource map
showing in the traffic light system how
much water we have in each area
Arrange for South East Water Ensure that this is a message that will
vehicles to be branded with water work in all weather conditions e.g.
saving messages ‘Whatever the weather – please save
water’ or ‘Water’s Worth Saving’
Promote the website Save Water To encourage people to install water
Save Money to send for water saving devices in their homes
efficiency products
Praise positive behaviour and say Recognise everyone who is working
thank you to all the people saving hard on saving water
water
Highlight customers who have To give people an incentive to save
taken part in the Water’s Worth water and to show that others are so
Saving recognition awards they can too
Work with all our community Examples of good behaviour that other
champions to show how they are people can easily follow
saving water in their areas
Increase strength of customer Mass message to get water saving out
water efficiency messaging in key to as many people as possible
high footfall locations.
Water Via WRSE Comms Group and Ensure ‘no-surprises’ by regular close
companies Water UK check contact. Agree joint messages and
(wholesale) situation/messages of other water prepare WRSE stakeholder newsletter.
companies.
Continue communications with Ensure ‘no-surprises’ by regular close
Affinity Water and Southern Water contact.
Services regarding bulk supplies
and shared use arrangements as
described in Section 8.3.5 of our
Dry Weather Plan.
Water Regular meetings with Wholesale Meetings will confirm agreed actions
companies Service Desk required from both wholesale and retail
(retail) (see ‘Customer (non-household)’ for
likely activities).
25Drought Plan | September2021
Audience Actions Comments
Highlight that we have been Examples of best behaviour for others
running the Water’s Worth Saving to follow
recognition awards all year and
use case studies where water
saving has been made to inspire
others to do the same
Regional drought groups to work So they can pass on information to
with Retailers and NAVs on the business customers
implementations of TUBs and
NEUBs
Customers Only following prior agreement Write to and promote via Chamber of
(non- with non-household retailers, and Commerce etc. that South East Water
household) only if in accordance with non- is offering free water audits.
household market codes - water
audit promotion.
Through Retailers - Write to all Ask for voluntary restraint and advice
non-household customers of ways they can help.
Organise a joint water companies To hold on-line with a panel of experts
‘how to save water’ workshop for on hand to give advice.
businesses
Updates on South East Water and Target businesses with information
also the WRSE website. about the impact they can make and
calling for voluntary restraint and risk
of non-essential use ban.
Only following prior agreement Arrange delivery to hotels and gyms of
with non-household retailers, and promotional material to encourage
only if in accordance with non- water efficiency.
household market codes - hotel
cards and shower stickers
promotion. Water efficiency timers
to hairdressers.
Community WRSE stakeholder newsletter. This regular newsletter will update that
situation currently at severe drought
status, current actions and next steps.
Drought Forums Invite people to Drought Forums in
each county affected – work with any
other water company that crosses
boundaries
Local Resilience Forums Our membership of LRF’s across the
area ensures we keep people updated
on drought status
26Drought Plan | September2021
Audience Actions Comments
Key WRSE stakeholder newsletter, This regular newsletter, letter or email
Stakeholders updated letter/email will update that situation is currently at
a severe drought status, current
actions and next steps.
Praise positive behaviour and say To recognise good behaviour
thank you to all the people saving
water
Get stakeholders to use examples Case studies to be used as good
of people who have entered the examples to follow showing where
Water’s Worth Saving recognition people are saving water
awards who live in their
community
Community champions to show To praise people who are saving water
how they have been saving water
as an example to others
Work with social and private To get even more water saving with
landlords to help tenants change people who may not think the
behaviour – their social messages are for them
responsibility
1-2-1 meetings Arrange as required to discuss drought
permits/orders
Stakeholders Updated newsletter This regular newsletter, letter or email
representing will update that situation is currently at
vulnerable a severe drought status, current
customers actions and next steps.
As the incident progresses we will
explain in detail how a drought
order/permit will affect vulnerable
customers
Media Prepare press statements. Explaining next steps/plans. Add FAQs
to media page on the website
27Drought Plan | September2021
Audience Actions Comments
Proactive press releases to local As the incident progresses, begin
and trade media weekly media updates. Promote what
South East Water is doing i.e. leakage
efforts, capital schemes. Give
continued updates on the impact of the
weather.
Hold joint press releases to explain
that drought is now at a severe drought
status. Possibly hold press conference.
Highlight what other organisations are
doing to help.
Advertorials in local newspapers Explain what can be done to reduce
most affected by the situation water usage.
Publication of official notices as Notice in the London Gazette of
required for any drought order application to Defra for drought orders
to restrict non-household consumption
(Phase 3 non-essential use ban
detailed in Section 3.3.5 of our Dry
Weather Plan).
As incident progresses to place
another notice in the London Gazette
of application to Defra for drought
orders to restrict non-essential use
(Phase 4 – removal of concessions)
Further radio, newspaper and Local media advertising including
possible TV regional radio and television
advertising with maps, summary of
restrictions, penalties for non-
compliance.
Update local TV/radio/news online To give maximum publicity on the
to get water resource situation situation
included in weather update similar
to the pollen information
Praise positive behaviour by using To praise good behaviour
case studies and say thank you to
all the people saving water
The best of the Water’s Worth To show that people are working hard
Saving recognition awards to be to save water where possible using
used as case studies in the press innovative ideas
releases
28Drought Plan | September2021
Audience Actions Comments
The community champions to Again good examples of positive
promote their water saving ideas behaviour to use
in the media where they live
1.6 Emergency plan activated
If severe drought status is maintained we have an emergency plan which would be activated
in exceptional circumstances, for example, if the severity of the drought was such that we
could no longer maintain a secure supply to all our customers and there is a possibility of a
water supply failure.
The separate emergency plan details the additional communication actions that would be
required. At this point we will have implemented all the feasible actions in this Dry Weather
Plan.
We will continue to progress specific and joint communications work already underway.
Severe drought actions will continue.
The proposed actions could affect or prevent the operation of certain businesses. In addition,
vulnerable customers and businesses will need to be reassured that we will continue to
provide a secure supply to them, while other less sensitive parts of the network will be
subject to supply interruptions.
We will work closely with Local Resilience Forums (See Appendix O) during this phase of a
drought to ensure we meet our responsibility as a ‘Category 2 Responder’ under the Civil
Contingencies Act 2004 and will ensure we are working closely with ‘Category 1 Responders’
such as the local authorities and the emergency services.
1.7 Drought recession
As the drought recedes it is important to continue company specific and joint
communications work until a normal status has been attained. The communications activities
will be proportionate to the level of drought status we have stepped down to (see Section 2 in
Dry Weather Plan for drought triggers).
Communications will be required to explain why restrictions or drought permits/orders are still
in place and why and when they will be removed.
29Drought Plan | September2021
1.7.1 Drought recession - communication action plan
Audience Actions Comments
Internal employees For all audiences we will continue We will reinforce the
the actions that fit the appropriate importance of keeping any
Regulators trigger level stepped down to. restrictions in place until at
normal drought status or it
Customers
is known that the water
(household)
resources situation is
Water companies secure.
(wholesale)
Use behaviour change
Water companies expertise to help develop
(retail) messaging to thank
everyone for their efforts
Customers (non- and encourage continued
household) support.
Community
Vulnerable customers
Key Stakeholders
1.8 Post drought
It is important that after a drought we learn lessons for future droughts and carry out a full
review of what worked well and what didn’t work as well.
Throughout the drought we will have engaged with customers to see how well we are doing
at communicating and empowering action. Following the drought, we intend to carry out an in
depth review to ensure we learn lessons (see evaluation below).
What’s new for Dry Weather Plan 2021:
Close working with retailers to get thank you messaging out
Appeal for lessons learnt input from retailers
Staff recognition awards.
1.8.1 Post drought - communication action plan
Audience Actions Comments
Internal Full briefing to confirm South East Include thank you messages for staff
employees Water is back to normal operation. efforts and reward and recognise
staff who demonstrated employee
Core brief, Team brief and values relating to the drought.
Spout! article. Ask staff to feedback into ‘Lessons
Focus groups and staff surveys to get learnt’ report.
opinions.
30Drought Plan | September2021
Audience Actions Comments
Regulators Briefings to confirm back to normal Make sure Regulators are fully up to
operation. date
Review of lessons learned.
Meetings to discuss approaches.
Customers Update website to confirm return to Thank you messages and request to
(household) normal operations keep up water efficiency ‘whatever
the weather’.
Include messages about the drought
and lessons learnt in next customer Evaluation methods detailed in
billing communications. Section 5.3 of our Dry Weather Plan.
Carry out final evaluation efforts. Post drought case studies by region
– highlight positives and review for
Focus groups and surveys next time.
Water companies Via WRSE Comms Group and Water Review industry lessons learned to
(wholesale) UK check messages of other water update guidance
companies to ensure consistency.
Continue normal routine Keeping them up to date
communications with Affinity Water
and Southern Water Services
regarding bulk supplies and shared
use arrangements.
Water companies Briefings to confirm back to normal Include thank you messages for
(retail) operation. retailers’ efforts and reward and
recognise good practice.
Review of lessons learned.
Ask retailers to feedback into
Meetings to discuss approaches. ‘Lessons learnt’ report.
Customers (non- Update website to confirm return to Thank you messages and reminder
household) normal operations that retailers can provide advice on
water efficiency.
Retailers to write to all business
customers to advice back to normal.
Carry out final evaluation
Community WRSE stakeholder newsletter/The Update on any lessons learnt, thank
Source e-newsletter. them for support. Update any
databases with new contacts made.
Local Resilience Forums Update on any lessons learnt, thank
them for their support
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