HomeMy WebLinkAbout5 Broadband Planning Agenda Item # ,T'
Memorandum
To: Board of Directors
From: Alan Harry, Director of Telecommunications Services
Date: May 16, 2003
Subject: Broadband Business Planning: Consideration of Additions to District
Broadband Public Outreach Program
Summary
As part of the District's Fiber to the User project a level of quantified public support is needed for the
preparation of an updated feasibility study. It is staffs belief that this information can be received by
instituting the next step in our public outreach program.
History
As you may recall, in mid 2002 the District entered into a contract with Pettit Gilwee Public Relations
for assistance in developing, and rolling out, a public relations campaign for the Fiber to the Home
Initiative. This campaign has been very successful and has kept the District's FTTU Initiative highly
visible in the local press, and as a major topic of conversation throughout the community.
New Information
The District's Fiber to the User initiative is moving forward at a brisk pace with financing expected to
close by mid to late summer. District Underwriters, Friedman, Luzzatto and Company, have advised
me that a feasibility study must be conducted to show Rating Agencies and Lending Institutions that
the District's FTTU system will be successful. As part of this feasibility study Friedman has asked
that we quantify public support for the system and its proposed services.
At your last meeting I advised you of the next steps that we see being necessary to maintain and
quantify public support. Attached for your review please find "Public Outreach Campaign for Truckee
Donner Public Utility District Broadband Services' prepared by Pettit Gilwee Public Relations. Ms.
Gilwee will be attending the District's May 21'Board meeting, at which time she and I will summarize
the District's Outreach Campaign activities to date, and request Board authorization to take the next
step and initiate a"call to action".
0 Page 1
PETTIT C ILWEE
public relations
PUBLIC OUTREACH CAMPAIGN
FOR
TRUCKEE DONNER PUBLIC UTILITY DISTRICT
BROADBAND SERVICES
Submitted: May 15,2003
I. SITUATION ANALYSIS
The Truckee Donner Public Utility District (TDPUD)began looking into Broadband
services in October 1999 and have since investigated and determined which technologies would
best suit the Truckee Region—economically, feasibly and for the long term. A number of local
businesses, organizations and full-time residents are supportive of these efforts, and eager for
Truckee to become one of the first communities to provide fiber-to-the-user Broadband services.
Based on our initial meetings with TDPUD Director of Telecommunications Alan Harry
and the staff of Aggregate Networks (an Illinois-based company highly experienced in strategic
business planning and financial placement of broadband networks for municipality-owned
networks), the TDPUD would benefit from a proactive public outreach campaign designed to
generate community awareness,understanding and support of the proposed fiber-to-the-user
Broadband system.
In the spirit of other similar successful campaigns, such as the new Volkswagen Beetle
and computer software in general, it is critical to the long-term success of the program to also
create demand of these services, even before they are available.
II. PUBLIC OUTREACH CAMPAIGN GOALS
A. Create awareness and support throughout the Truckee Region about the Truckee Donner
Public Utility District's proposed fiber-to-the-user Broadband system.
B. Keep the community and interested parties abreast of new developments of the Truckee
Donner Public Utility District Broadband system, process and timeline.
C. Promote a specific call-to-action for the Truckee Donner Public Utility District
Broadband System.
I11. PUBLIC OUTREACH CAMPAIGN STRATEGY
A. Develop an identity for Truckee Donner Public Utility District Broadband system.
B. Draft message/talking points in laymen's terms to be used by staff and highlighted in
media materials to help inform interested parties about proposed services.
C. Develop a multi-month advertising campaign designed to keep the community abreast of
the TDPUD's efforts to offer superior Broadband services.
Page 2—TDPUD Broadband Outreach Campaign
D. Identify and secure premier advertising placements in the Sierra Sun, Moonshine Ink and
other key publications so potential customers know that competitive services are on the
way.
E. Design a dynamic Broadband advertising template to be used for all ads, including a
banner slogan to jump-start the TDPUD's Broadband branding process and generate
demand.
F. Identify opportunities for TDPUD Broadband programming and technology public
forums, and coordinate all event logistics.
G. Identify informal speaking opportunities at area businesses and organizations, such as
real estate companies and service clubs. Coordinate all event logistics.
H. Develop ongoing master speakers bureau to keep telecommunications director abreast of
all current and future opportunities to create Broadband system understanding.
I. Draft timely news releases featuring Broadband system to keep the Truckee Region
informed of progress and timeline. Distribute to local and regional targeted media outlets,
including homeowners associations' newsletters, generating significant media exposure.
J. Design a one-page Broadband system handout that relays a specific call-to-action.
K. Develop and update list of community residents interested in keeping abreast of
Broadband system,progress and timeline.
IV. PUBLIC OUTREACH CAMPAIGN MESSAGE POINTS
• Broadband is a high-speed connection that allows large amounts of information, such as
voice, video and data to be transmitted and received quickly and clearly.
• For example, through Broadband the entire Library of Congress can be transmitted over
one fiber strand and downloaded in just four minutes.
• Broadband is not cable television.
• Broadband is considered the future-proof network—unrestricted and limitless.
• Broadband services will strengthen the local economy by increasing the productivity of
area businesses, generating more sales.
• Local residents and second-homeowners will benefit too because Broadband services
include high-speed data service, home security (video monitoring), voice and video to the
home.
• The Truckee Donner Public Utility District has a proven track record of providing
reliable,reasonably-price water and electric services.
• Your local PUD plans to begin providing fiber-to-the-user Broadband services and you
have the opportunity to provide input before its built.
Page 3—TDPUD Broadband Outreach Campaign
• The Truckee Donner Public Utility District is developing a multi-million dollar
Broadband system.
• Many consider Broadband service the third utility. Similar to electric and water,it's
something we cannot live without.
• Through its involvement in Broadband, the Truckee Donner Public Utility District has
become a pioneer in the fiber-to-the-user industry.
• The Truckee Donner Public Utility District's Broadband services will positively impact
local businesses, area residents and visitors.
• Such Broadband services will also improve the economic development of the Truckee
area.
• Superior Broadband services is what the area wants and what the businesses and residents
need.
• The fiber-to-the-user industry is considered one of the most"clean" industries.
V. PUBLIC OUTREACH CAMPAIGN TIMELINE
A. Summer 2002
1. Draft board approved actions and new developments news releases.
2. Distribute information to key media outlets including local newspapers,
chambers of commerce newsletters and homeowners association newsletters via
email and fliers.
3. Develop Broadband advertising template including banner slogan.
4. Design ads to highlight key Broadband developments,progress and timeline, and
secure ad placement in target publications.
5. Create Broadband system message/talking points.
6. Develop and host Broadband technology forum for interested residents.
B. Fall2002
1. Draft board approved actions and new developments news releases.
2. Distribute information to key media outlets including local newspapers,
chambers of commerce newsletters and homeowners association newsletters via
email and fliers.
3. Design ads to highlight key Broadband developments, progress and timeline, and
secure ad placement in target publications.
Page 4-TDPUD Broadband Outreach Campaign
4. Identify and coordinate informal speaking opportunities at area businesses and
organizations.
5. Develop and update master speakers bureau to keep Alan Harry abreast of
current speaking appointments and future opportunities.
C.Winter 2002-2003
1. Draft board approved actions and new developments news releases.
2. Distribute information to key media outlets including local newspapers,
chambers of commerce newsletters and homeowners association newsletters via
email and fliers.
3. Design ads to highlight key Broadband developments, progress and timeline, and
secure ad placement in target publications.
4. Identify and coordinate informal speaking opportunities at area businesses and
organizations.
5. Update master speakers bureau to keep Alan Harry abreast of current speaking
appointments and future opportunities.
6. Draft guest column on behalf of Alan Harry about the Broadband system and
secure placement in local newspapers, such as the Sierra Sun.
D.Spring 2003
1. Draft board approved actions and new developments news releases.
2. Distribute information to key media outlets including local newspapers,
chambers of commerce newsletters and homeowners association newsletters via
email and fliers.
3. Design ads to highlight key Broadband developments,progress and timeline, and
secure ad placement in target publications.
4. Identify and coordinate informal speaking opportunities at area businesses and
organizations.
5. Update master speakers bureau to keep Alan Harry abreast of current speaking
appointments and future opportunities.
6. Draft guest column on behalf of Alan Harry about the Broadband system and
secure placement in chambers of commerce newsletters, such as Truckee Tracks.
7. Keep Broadband system interested parties abreast of progress and timeline via
regular email correspondence.
Page 5—TDPUD Broadband Outreach Campaign
E.Summer 2003
1. Draft board approved actions and new developments news releases.
2. Distribute information to key media outlets including local newspapers,
chambers of commerce newsletters and homeowners association newsletters via
email and fliers.
3. Design ads to highlight key Broadband developments, progress and timeline, and
secure ad placement in target publications.
4. Keep Broadband system interested parties abreast of progress and timeline via
regular email correspondence.
5. Design one-page Broadband system handout that relays a specific call-to-action
and send to interested parties.
Page 6—TDPUD Broadband Outreach Campaign
TRUCKEE
Do R TDPUD Broadband
Pre-Construction Offer
Sating Stan"of F.&'66.
Name
Address where service is to be provided
Billing address (if different from above)
Telephone # Email address
Are you currently, or have you previously been a customer of TDPUD? 0 yes O no
If yes, under what name(s) are/were you receiving service, at what address?
Please specify the services you are interested in receiving:
,71 Triple Play Double Play A la Carte
Voice/video/data 0 Voice/video 0 Voice
C3 Voice/data O Video
71 Data/video 0 Data
Specify, if possible, the number to be served: Computers Television sets Telephone lines
Is this service for: ❑ Residence O Business O Home-based business
Which of the potential additional services would you be interested in? (check all that apply)
• Greater bandwidth(more than 1.5 meg) O Home security 0 Home automation
• Interactive computer games Cl Distance learning 0 Wireless LAN
• Other
Who else do you know that would like this service offer?
Name
Telephone # Email address
Please send completed applications to TDPUD/Broadband, P.O. Box 309, Truckee, CA 96160
or drop off at the TDPUD office, located at 11570 Donner Pass Road, Truckee
*This project is contingent upon Nevada County LAFCO approval and the TDPUD Board of Directors approving the construction of a broads,
network capable ofdelivering the services offered Specific details regarding the levels ofservice and rates for services may change and will be sus.; -.d to pores
tial customers when they become available. This apolication represents an expression of interest by a Potential customer and shall not be constr=, as a biz,.
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