WILMINGTON — Changes are coming to the Cape Fear Public Utility Authority, well, only in name.
The CFPUA is celebrating its 10-year anniversary, and in doing so the Executive Committee has decided a rebranding is a way to celebrate its decade of existence. According to CFPUA Spokeswoman Peg Hall Williams the name change was presented in January and will be rolled out in phases. Under the plan, the water utility provider will become Cape Fear Water.
“The new logo and name would be part of CFPUA’s 10-year anniversary in July 2018. It makes sense to look back at our accomplishments and chart a course forward for the next 10 years. Staff included a new logo and name with this,” Williams said.
According to a handout outlining the brand change, over the last few years, there has been a trend in utilities shortening their names, which is part of the reason CFPUA is proceeding with the name change. The new Cape Fear Water is expected to be implemented July 1 of this year, and the entire process will be rolled out in phases.
The new brand funnel, according to the handout is to ensure that the company is a “water provider that people trust.”
With the discovery of GenX in the water last year, CFPUA has faced scrutiny from its customers, especially after approving a rate increase right around the time the chemical was discovered. Board Member Patricia Kusek attempted to convince the board to reconsider its rate hike, without avail.
CFPUA has faced scrutiny from both the public, as well as internally since the discovery of GenX in the water, however, Williams said the name change is not related to negative press.
“A rebrand is not just about a new logo or name. It is much bigger than that – it is about looking at how we provide services to our customers in the most efficient, cost-effective, and friendly manner. It is a mental model for how the organization ‘does business,'” she said.
There was no indication of how rebranding will affect the way CFPUA does business.
Cost
Rebranding a company is not something that happens for free, but the costs would be minimal for CFPUA.
“The change would be a new logo and name. Staff is designing logos in-house, and a name change would be CFPUA doing business as the new name. Other changes such as uniforms, truck decals, and printed materials would be done incrementally as contracts expire and supplies are replaced. As stated in the Executive Committee minutes, costs should be minimal. We are very aware and concerned about how we spend ratepayer funds and will ensure this initiative is handled responsibly,” Williams said.
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