Holland Board of Public Works I&E Fiber Campaign

Background

In 1991, Holland Board of Public Works (BPW) installed a fiber optic network infrastructure (or fiber backbone) to make communication between our electric substations faster and more reliable. Over the years, the fiber infrastructure spread to other corners of Holland supporting all Holland BPW facilities, Ottawa Area Intermediate School District (OAISD), the police and fire departments, and limited private organizations.

As fiber optic infrastructure became more mainstream, the BPW began to hear from more Holland residents who wanted access to the reliable and speedy internet services. Eventually, Holland’s City Council challenged the BPW to develop a shared gigabit pilot program from the Downtown corridor. For this project, Holland BPW created and launched a model for broadband services in residential and multi-dwelling. Within a year, Holland BPW gained 200 Shared-Gig customers with exceedingly positive feedback.

In response, City Council asked Holland BPW for a plan to scale up the model and make fiber available for every address in Holland.

Boileau-Team-Collaborating

The Challenge

With the success of the Downtown Shared-Gig pilot and City Council’s request, Holland BPW was poised to lead a transformation—becoming an early and unique adopter of a city-wide municipal fiber network. However, a scale-up of this magnitude would require investment from Holland residents. Fiber infrastructure needed be a community decision. Leading up to the vote, Holland BPW and the City of Holland wanted residents to have easy access to information and a clear understanding of the millage proposal. Broadband’s commercial elements and dense vocabulary had the potential to create confusion and it was paramount that voters make an informed decision in the voting booth.

They needed an Information and Engagement (I&E) campaign.

The Solution

Holland BPW and the City of Holland partnered with Boileau & Co. to inform local voters. We helped launch an I&E campaign with a clear brand and consistent key messages that created clarity around the proposed program, breaking down the effect on residents in terms of cost and benefits.

We ensured our communications were inclusive, focusing on engaging the whole of the Holland community. We knew widespread absentee voting from the pandemic shifted the voting populace. It was essential that we provide clear messaging across demographics while complying with important communications requirements and legal limitations.

Deliverables

  • Master I&E Campaign Timeline
  • Message Strategy
  • Campaign Branding
  • WordPress-based Microsite 
  • Motion Graphic Explainer Video
  • Collateral Design
  • Stakeholder Engagement Meetings Support
  • Public Relations Support

The Results

On August 2, 2022, the Holland community voted by 51.3% to invest in a community-owned fiber-optic network. Construction is underway with services becoming available to residents and businesses within city limits as fiberhoods are completed.

Interested in Working with Us?