Page 9 - UTC2023-24 Strategic Framework: Membership, Acquisition, Engagement, and Marketing Plan

STRATEGIC PILLAR:

MEMBER ENGAGEMENT

Recruit and Retain

MARKETING STRATEGIES

4 Rs of Membership: Research, Recruitment, Retention & Recognition

The recruitment tactics WE put in place won’t work if they don’t already
recognize the UTC name. It takes, on average, five times for a person to
read a message, 10 to remember, and 20 to act on it.

RESEARCH:

The first step in creating a plan for growing membership is to research the
market's overall size.

Public Water Systems:
According to the Centers for Disease Control and Prevention, of the
155,693 public water systems in the United States, 52,110 (33.5%) are
community systems, and 103,583 (66.5%) are noncommunity systems,
including 84,744 transient systems and 18,839 nontransient systems. 8%
of U.S. community water systems provide water to 82% of the U.S.
population through sizeable municipal water systems. Although the
majority of community water systems (78%) are supplied by groundwater,
more people (68%) are provided year-round by community water systems
that use surface water.

Electric Utility:
According to the American Public Power 2022 Public Statistical Report, as
of 2020, 2,007 public power utilities, 896 Cooperatives, 300 Power
Marketers, 179 Investor-Owned Utilities, 23 Community Choice
Aggregators, 12 Behind the Meter, and 10 Federal Power Agencies.

Gas Pipeline Utility:
According to the Amerian Public Gas Association, there are approximately
1,605 natural gas utilities and approximately 1,038 municipal natural gas
utilities.