EPB: Fiber to the Home
In early 2007 the Electric Power Board (EPB)--a tri-state utility headquartered in Chattanooga, Tenn.--launched a Fiber to the Home initiative designed to help generate economic development, provide communications tools and improve service to electric power customers. The Fiber to the Home infrastructure would provide a dedicated fiber-optic broadband connection to every customer in EPB’s service area, allowing for massive amounts of data to be sent anywhere in the world at speeds exponentially faster than currently available technology. This service would allow area homes to obtain Internet bandwidth capacity and service that meets or exceeds cities such as Atlanta, Chicago and Los Angeles. This service was already in place for many area businesses. With Tennessee ranking 34th in the U.S. for fiber deployment, new infrastructure could have incredible impact on the community’s economic health.
In order to proceed, EPB needed the Chattanooga City Council to approve the plan. As a not-for-profit company, EPB also wanted to inform their current and potential customers of the initiative, and decided to only move forward if they had their support.
Facing Chattanooga’s City Council and garnering a “yes” vote in favor of EPB’s planned initiative would be complex. Waterhouse Public Relations was called upon to help educate both the community and City Council about the many positive long-term benefits that Fiber to the Home would have for the Chattanooga area.
2. Shape public perception in favor of implementing Fiber to the Home
3. Garner a “yes” vote with City Council in favor of implementing Fiber to the Home
Interactive meetings were held across the Chattanooga area to demonstrate the possibilities that Fiber to the Home offered businesses and individuals. Feedback was gathered to determine if the initiative would move forward.
Recently, a major car manufacture--Volkswagen of America--chose to build a new plant in Chattanooga in part because of the infrastructure and growing technological advances across the area. EPB hopes the Fiber to the Home initiative will continue to play a role in bringing industry and growth to Chattanooga.
In order to proceed, EPB needed the Chattanooga City Council to approve the plan. As a not-for-profit company, EPB also wanted to inform their current and potential customers of the initiative, and decided to only move forward if they had their support.
Facing Chattanooga’s City Council and garnering a “yes” vote in favor of EPB’s planned initiative would be complex. Waterhouse Public Relations was called upon to help educate both the community and City Council about the many positive long-term benefits that Fiber to the Home would have for the Chattanooga area.
Objectives
1. Educate EPB customers about Fiber to the Home, its capabilities and community benefits2. Shape public perception in favor of implementing Fiber to the Home
3. Garner a “yes” vote with City Council in favor of implementing Fiber to the Home
Strategies
Waterhouse PR utilized media tools and networks to jumpstart a massive educational campaign. Media communications explaining the complexities of Fiber to the Home were developed and distributed to targeted media contacts within EPB’s service area. A letter that detailed EPB’s Fiber to the Home initiative, benefits and future possibilities was included in customer electric bills. Hundreds of thousands of these letters were distributed in the months prior to the City Council vote.Interactive meetings were held across the Chattanooga area to demonstrate the possibilities that Fiber to the Home offered businesses and individuals. Feedback was gathered to determine if the initiative would move forward.
Results
The community demonstrated their support for Fiber to the Home through their letters to City Council members and their feedback to EPB. On Sept. 25, 2007, City Council voted unanimously in favor of EPB’s Fiber to the Home initiative designed to significantly improve the efficiency of the electric system, generate new jobs, keep Chattanooga globally competitive with the rest of the world and provide additional benefits for the Chattanooga area. Waterhouse PR garnered statewide media for the initiative and a Wall Street Journal article highlighting Fiber to the Home and EPB.Recently, a major car manufacture--Volkswagen of America--chose to build a new plant in Chattanooga in part because of the infrastructure and growing technological advances across the area. EPB hopes the Fiber to the Home initiative will continue to play a role in bringing industry and growth to Chattanooga.
