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Public Utility 101
Hispanic community education on a complicated statewide issue
Challenge
Electric deregulation was coming soon to Texas. The government policy had big free-market impacts that needed to be simplified and explained to state residents. The Public Utility Commission of Texas hired GDC to help educate Hispanic audiences on the issue with public affairs and public relations, media planning and buying, creative elements and community outreach to English- and Spanish-speaking citizens.
Action
GDC developed and executed a multi-tiered educational campaign targeting Hispanic electric consumers in Texas. Across Dallas, Houston, the Rio Grande Valley, Corpus Christi, Laredo and Del Rio, we reached out to communities with information on the upcoming deregulation.
- Created bilingual brochures and promotional items with informative information on consumers new options
- Developed community outreach with bilingual presentation, cultural events and material distribution
- Pitched and gained media, including news conferences, special events and on-air promotions
- Crafted bilingual creative mix of radio, online, web, print and television elements
Result
In three years, GDC reached 2 million people by earning over 360 media hits, organizing over 200 community outreach events and 200 meetings and presentations, and distributing 218,000 educational materials. Research showed that understanding grew more among Hispanics than any other segment of the Texas population.
