Better damage prevention services. That's the essence of what we offer. And each year we strive to be better than the previous.
"I am so proud of this team," states Sunshine 811 Executive Director Mark Sweet. "Everyone worked together to pull off some pretty amazing results. Our answer speed is down. Our system uptime is high. Our ITE volumes are like none other when you look at our overall ticket volume. And our damage prevention team is busy, busy, busy."
We put several things in place that will help us communicate better with you this fiscal year. You'll see them roll out throughout the fiscal year.
Note: we'll be using MailChimp for newsletters and other notices. We also offer several RSS feeds so you can follow specific pages and, of course, there's social media.
The top 5 stakeholder groups that we educated include: member utilities, excavating contractors, consultants/engineers/designers, safety professionals and public works employees.
Sunshine 811 has unique challenges when it comes to reaching professional excavators and DIYers when compared to other states. Florida has the longest digging season in the U.S. with a constant influx of new diggers and it's in the top 20 when it comes to the most expensive media markets.
With the help of MGH, a Maryland Advertising and Public Relations Firm, we ran homeowner and contractor campaigns designed to spend only when and where these professional and DIY diggers are in the "digging mindset." Their recommendation? Target the user, not the website.
Our campaign was multi-faceted, giving us the best exposure for the investment. For homeowners, it included statewide radio and homeowner online banners. For contractors, it included contractor online banners and outdoor advertising.
The homeowner banners focused on power outages. Users who clicked on them were redirected to a landing page with FAQs. MGH wrote and recorded a new radio PSA designed to complement the online campaign.
"We added to the exposure by running the Day in the Dark video produced by the Common Ground Alliance," explains Cheryl Ritter, Sunshine 811 damage prevention manager. "Our member, Bright House Networks Media Strategies, partners with us each April to offer us in-kind advertising opportunities that saves us thousands."
The contractor campaign focused on what to do AFTER calling 811. A first for the one-call industry, the campaign addressed three hot button issues in Florida: positive response, understanding and maintaining the marks, and digging correctly. Contractors who clicked on the web banners were taken to a landing page that included a safety video, brief overview of the subject and a form to request training by our damage prevention liaisons.
- Nearly 13,000 clicks on web banners
- 27 percent increase year over year in sunshine811.com new users and site sessions
- 7,250 homeowner page visits; 3:36 average time on site
- 3,146 combined visits on contractor pages; 2:30 average time on site
- Record-Setting March: most first-time callers in a single month since measurement began in 2011
- All tickets up 13 percent vs March/April 2015
- ONLINE tickets up 19 percent vs March/April 2015