New tagline focuses on educating community
West Central Conservancy District (WCCD) in Hendricks County, Indiana, was established in 1992 to provide for the collection, treatment and disposal of sewage and other liquid wastes for residents of its 25,000-acre district. Nearing its 20th anniversary, WCCD asked MillerWhite Marketing to improve messaging to its customers and District residents and help educate them about the its services and their impact on the quality of life in and around Avon, Indiana.
To facilitate this message of education, MillerWhite focused on development of a tagline that would express the process that WCCD uses in treating the public's wastewater and highlight the expertise of its employees. The process essentially involves three phases – collecting the wastewater, treating it to eliminate impurities and returning it to the water supply. The District embraced MillerWhite's tagline suggestion, “Collect. Purify. Restore.” as the essential message it wanted to send to its audiences.
From the tagline, MillerWhite created a logo that represented the three phases of the process with appropriate colors and icons. The next step was to implement the logo on all WCCD materials including stationery, signage, vehicles, apparel and collateral materials. The District's web site was updated to reflect the new look, and corporate messaging and a corporate video were revised to include new verbiage based on the collect, purify and restore actions.