Case Study:
Utilities Protection Center of Georgia

Utilities Protection Center Places One Call for Ten Years of PR Support

Overview
The Utilities Protection Center (UPC), a national model for utility safety, provides Georgia's statewide "one-call" system that is used in locating and marking electric, gas, telephone, cable television, fiber-optic, water, sewer and interstate pipe lines. These lines are marked so that excavators, contractors and others working near underground utility facilities, or within ten feet of overhead lines, can avoid work site accidents that could result in serious injuries or disruption of service. Cookerly Public Relations was first retained in 1992 and since then has provided public relations support and strategic counsel to one of the utility industry's most recognized one-call system brands.

Objectives
Cookerly Public Relations is charged with creating and executing programs to build brand awareness of the UPC's one call system, thereby increasing participation in the "Call Before You Dig" program and spurring utilities throughout the state to become dues paying members. Ultimately these programs reduce accidents that can be costly in terms of expensive repairs and the array of expenses that can be incurred when a worksite accident occurs.

Strategy & Tactics
Cookerly Public Relations designed a two-fold public relations program for the UPC. The first was based on the organization's "Dig Safely" slogan. An ongoing media relations campaign involves regular press releases and radio news-feeds announcing important events (i.e., caller milestones such as each "millionth" call received at the one call center.) The proclamation of "Dig Safely" month by Georgia's governor is announced each year through news releases and photos. Cookerly Public Relations produces a quarterly newsletter for statewide contractors called "Dig This!" The newsletter is designed to reinforce the UPC brand and its "Dig Safely" program by keeping contractors up-to-date on news, events, activities and important industry information.

The second component of the campaign is the "Digger Dog Utility Safety Program," an in-school presentation for fourth grade class students focusing on the UPC's role in helping to keep the people of Georgia safe and connected. The statewide program, developed by Cookerly Public Relations, has the following components:

• The "Digger Dog" costumed character for appearances at all school presentations and other events;
• The "I Dig Georgia" Activity Fun Book with games, puzzles and activities about underground safety;
• A 30 minute presentation, developed with the aid of Gwinnett County public school teachers, and presented by representatives of the UPC and member utilities with an interactive model of underground utilities;
• Press releases announcing the program and the "Digger Dog" character;
• Educational giveaways for the children, teachers and parents including
  • "Digger Dog Deputy" Award Certificates;
  • Safely Stickers;
  • Pencil bags filled with flag-colored crayons and a ruler;
  • Digger Dog beanie babies for teachers to use as prizes;
  • UPC refrigerator magnets for parents; paper cubes and Band-Aid dispensers for teachers.

Results
Since 1992, statewide media coverage has been consistently achieved, including more than 500 newspaper and magazine stories and more than 800 radio and television placements. This coverage has been obtained in every market, large and small, in the state. The Digger Dog program has been fully booked every school year since its inception in 1996 and, to date, Digger has appeared in more than 250 schools across the state and has provided his educational, life-saving classroom demonstration for more than 15,000 elementary school students and teachers. During the term of Cookerly's relationship, call volume has grown from approximately 500,000 per year to well over a million annually and membership has grown to include more than 98-percent of all utility providers in the state.

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