Most people do not think about water from the faucet. They walk ten feet, turn the handle and out it comes. By sharing its story with the community Louisville Water Company focuses on putting tap water in the spotlight. This presentation will highlight how Louisville Water evaluates success and opportunities using customer feedback, and then strategically plans outreach and content marketing to water users using that information. These efforts link to the company’s strategic business plan, in fact they are part of the six priorities in the plan. Through schools, partner organizations, community events and even our own people and facilities we tell our stakeholders what it takes to make water, and the connections water has to the community. We will outline how successfully sharing that story is paramount. Outreach efforts are conducted by a team that reaches over 40,000 students and nearly one-million additional people annually. It includes not only in-person activations but the community through our branded drinking water, Louisville Pure Tap® and our very own WaterWorks Museum. Water is the tool to create resources and messages that emphasize the importance of our product in everything we do. From washing hands and staying hydrated, to business operations and public safety, it is part of the community’s fabric. But success in sharing our story does not rely only on in-person touchpoints. The connection to us, for many water users, is digital. Through our content marketing and brand journalism, we can reach a wider variety of audiences and learn more about how customers engage with us. So, what is the reason for dedicating so many resources? This effort is key to building the value of water. Outreach and storytelling build the support for Louisville Water’s strategic initiatives such as water main installation, lead service line replacement and rate increases. Informing customers of projects and plans is directly relayed through this outreach. Whether we talk at a senior center, participate in a city-wide event, or connect with elected officials, customers learn what goes into making every glass of water. These efforts help support the business of Louisville Water. Community investment in the story, and the process, helps foster a sense of trust, pride and understanding about the work we do. Customers realize what it takes to make safe, clean drinking water, and trust that Louisville Water is the right entity to make those decisions. They know we do not take our responsibility lightly and that we have over one million people depending on the company to provide a quality product they can trust. This presentation offers utilities of any size the tools and resources to highlight the value of what they do and the importance of sharing that story.