Case Study
Islamorada Transmission Main Replacement Project

The CHALLENGE

Manage public communications and outreach for the Islamorada Transmission Main Replacement Project, a two-year project replacing a four-mile stretch of 40-year old pipeline with a larger, cathodically protected main.

The project scope

• Replacing five miles of existing 40-year-old water main with a new cathodically protected water main (first segment in 130-mile linear water main).
• Installing 1,750 feet of pipe underwater via directional drill at Whale Harbor Crossing.
• Installing 900 feet of pipe underwater via directional drill at Tea Table Crossing.

CORE STRATEGY POINTS

• Educate the public on why this infrastructure project is timely and necessary
• Develop an overarching, recognizable campaign theme
• Establish communication channels with local PIOs, business owners, HOAs, churches, and nonprofits
• Ensure all communications are ADA compliant and accessible to all

THE SOLUTION

• Created “Four Miles For Water…It’s Worth It,” a multi-faceted campaign
• Established dedicated phone number and email address to track all customer inquiries
• Filmed videos at the work site to highlight key project milestones, safety reminders, and traffic advisories
• Recorded podcast episodes to educate the public on the importance of hardening infrastructure
• Used the videos, photos, and podcasts as the creative for high-performing organic and paid campaigns on Facebook, X, and YouTube to keep the community informed on project progress and real-time traffic updates
• Respond to social media comments and direct messages in real time to prevent the spread of misinformation
• Designed and mailed postcards to every customer in the affected project area at key project intervals
• Partnered with the Islamorada Chamber of Commerce to host a well-attended community forum with all local businesses in the project area
• Implemented a proactive local public relations strategy that led to regular articles and placements in local TV, radio, and print publications
• Designed presentations for local council meetings and project announcements for other community partners
• Created an email marketing database to communicate with customers who opt in for project alerts
• Shared how the new water main will abide by the Environmental Protection Agency’s newly updated Per- and polyfluoroalkyl substances (PFAS) requirements