Full-service support for strategic utility communications + public relations
bottleneck
Big goals - with no established brand, no communications plan and no staff to execute
service applied
Brand development + comprehensive communications strategy
breakthrough
Not just communication support—communication self-sufficiency
As Texas’ largest special utility district, Mustang had ambitious plans to better connect with its growing customer base.
But without a defined brand, consistent communications or an internal team in place to implement, progress was stalled.
Client
Mustang Special Utility DistrictIndustry
Municipal water utilityDuration
October 2023 - June 2024
approach and execution
That’s where Bā came in. We built the full-scale framework that Mustang could own and grow – and handed them the tools to keep it flowing.
We helped Mustang build a communications foundation from the ground up - equipping them with the tools, strategy and confidence to engage their stakeholders in a way that truly lives up to their promise of being Second to None.
- Brand Foundation Development: Defined a cohesive visual identity, tone + messaging – and templatized it for repeatable consistency across all touch points.
- Communications Strategy: Aligned goals, priorities and delivered an actionable plan to guide internal and external outreach
- Internal Communications: Developed messaging and tools to strengthen staff alignment and culture
- Stakeholder Outreach: Delivered newsletters, welcome packets, capital project notices, signage and videos to improve customer experience, boost transparency an
- Campaigns: Developed educational materials that supported water conservation, infrastructure and recruitment campaigns that was easy to understand and hard to ignore.
- Digital + Social Media Management: Developed content and templates to support consistent, on-brand engagement
- Public Relations: Navigated new regulations, rate adjustments and issues management to build trust and keep stakeholders informed on critical issues
These efforts helped Mustang’s message, consistently reach the people who needed it most and reinforce Mustang’s essential role in the community.
165.6K+
Total impressions (↑7%)
26K+
Customer reach (↑12%)
2.1K+
Engagements (↑56%)
4.6K+
Follower growth (↑10%)
social media performance: The social media results outperform typical utility benchmarks, especially in engagement and follower growth. This suggests our content strategy is not only reaching people but resonating with them—building a more active, invested audience over time.
In the Pipeline (customer newsletter): The average open rate across these newsletters is 72.7%, and the average click-through rate (CTR) is 2.7%.
Industry benchmark data:
- Open Rate: Industry averages typically range between 30–50%, making the 72.7% open rate exceptionally strong.
- CTR: A typical CTR for utilities is 1–3%, so the 2.7% CTR is also positive, especially given the strong engagement with blog content and surveys.
Overall, these metrics indicate a highly engaged audience and suggest the newsletter strategy performed well above average.
YOUR FULL-SERVICE
water ally
Most agencies need time to catch up. We’re already in the current with you.
With full-service marketing and deep water expertise under one roof, Bā helps brands break through bottlenecks and find their flow.
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