Water is literally everywhere – it makes up over half of our body weight and is even found in food such as tomatoes and cucumbers.
It's a fascinating subject for children and adults of all ages – for instance did you know that millions of years ago dinosaurs may have drunk the same water we're using today?
We offer an education programme aimed at customers aged 7 to 70! From visiting our clean and waste water treatment works to speakers talking to local community groups - we have lots of opportunities for customers to see and hear first hand about our work. We also have a range of resources available to support teaching in schools, and to engage children in our outside recreational spaces.
Our Education pages on the Yorkshire Water website have been designed for teachers and learners to help them understand key elements of the National Curriculum, including the water cycle, renewable energy and water conservation.
We provided 195 different sessions for schools and community groups to visit our education centres in 2016/17 – providing 5098 tour opportunities at clean and waste water treatment works. In the past 12 months we have worked towards opening centres at Ewden WTW and Tophill Low Nature Reserve and these have been taking visits since May 2017. All our education centres are 'Learning Outside The Classroom' accredited.
We also provided 25 classroom packs of our 'The Green Classroom' resource- a total of 948 booklets, and delivered outreach on our capital programme to 16 schools reaching 588 young people.
During 2016/17 our volunteer speakers attended 100 events, reaching an audience of over 805 adults customers and 5413 students at 41 schools.
Customer engagement campaigns
Save a little, save a lot
2015/16 saw the second year of our ‘Save a little save a lot’ campaign that provided customers with advice on how to save water and gadgets that can help them save water in their home.
At Yorkshire Water we’re continually on a mission to get people to value the precious resource that we collect, treat and send out 1.3 billion litres of every day to our customers in Yorkshire. Communicating this every year to 2.1 million homes in Yorkshire is one enormous task.
In a bid to tackle this our Save A Little, Save A Lot campaign was born to:
- Sign up 27,000 customers to water saving pack
- Help customers understand why they should value water
- Help customers understand how to save water
During the year, we created 17,651,580 opportunities to hear or see the campaign messages and as a result over 38,000 water saving packs were ordered by our customers across the region. The packs were promoted via customer events, advertising campaigns and information delivered to customer homes.
Measurement and evaluation
- 38,305 water pack sign ups against a target of 27,000.
- 1.64 Megalitres per day of water saved thanks to campaign
- 40% of customers surveyed said that the main message they took away from the campaign was that it was important to save water.
- Total opportunities to hear or see the campaign messages:17,651,580
- 35 pieces of positive media coverage including a ITV Calendar
- 4 influential bloggers featured the campaign
- 6,431,668 chances to see the messages via digital channels
- 2308 customers engaged with face-to-face via 9 regional shows, 55 colleagues volunteering on stands
- Facebook competition 444 views and 127 entrants
- 15 local MP and Councillor briefings with 5 promoting the campaign via media and social
- 22,152 packs requested as a result of printed communications
- 712 customers signed up to packs through colleague referrals
Our ‘This is Yorkshire Water’ campaign articulates everything that we do in a way that customers can understand. We launched the campaign in January 2016 to increase customer perception, and we created a campaign that goes back to basics to remind or educate customers on the main services we provide, day to day.
The key messages were:
- Provide all of Yorkshire with clean Safe drinking water,
- Protect the environment,
- Invest in beaches to make them the best in Europe,
- Return waste water back to nature safely,
- Reducing leakage
-Helping to boost Yorkshire’s economy
To deliver the campaign we used a variety of channels such as social media, facebook ads, online banners, digital adverts, bus rears and printed media.
The ‘This is Yorkshire Water postcard’ was sent with annual bills to approximately 2.1 million customers.
Our Facebook advertisements promoting the above messages were seen by 397,031 customers.
In the final wave of tracking the campaign effectiveness, 20% of customers recall seeing the This is Yorkshire Water campaign, this was up 13% from the initial read on recall (which we tracked midway into the campaign) and up 9% from average levels of recall from previous campaigns
Our brand perception and value for money score was increased by 4% from the beginning of the campaign to when campaign tracking ended and Almost half (45%) of customers said their perception of YW was 'much better' as result of coming across the campaign .
Hull UK City of Culture 2017
We were proud to announce that we are one of the principal partners of the Hull UK City of Culture 2017. This year we have been working on developing plans to engage our customers in Hull and the rest of the region in what promises to be an exciting programme of cultural events. The sponsorship provides us with a unique way to engage with our communities in the east of Yorkshire in our This is Yorkshire Water campaign.