Regulatory Communication with Direct Mail

Challenge

Kinder Morgan Canada operates a number of pipeline systems in Canada and the US. They had two needs: to communicate important safety information to people living or working along the Trans Mountain pipeline; and to promote damage prevention information and promote the use of One Call systems to the ground disturbance community – anyone who may work near their facilities.

Identifying residents, businesses, and organizations located within close proximity of the pipeline posed a major challenge. The Trans Mountain pipeline is 1150 km in length and runs through numerous communities – both urban and rural – in British Columbia and Alberta. While Kinder Morgan had detailed geographic maps and a comprehensive landowner database, they needed contact information
to communicate with those additional audiences.

Looking for a communication solution that would allow them to communicate important damage prevention information while also meeting their regulatory requirements, Kinder Morgan approached Kirk Marketing. The task was deceptively straightforward: identify and communicate to residents and businesses within 1/8 of a mile or 200 meters of the Trans Mountain pipeline. Additionally, Kirk was also to create a mailing list of contractors/excavators who could potentially work near the pipeline and would need information on Kinder Morgan’s ground disturbance requirements.

Solution

Working with Canada Post, Kirk Marketing created a shape map of the pipeline route. The shape map identified the target areas which were defined as 1/8 of a mile on either side of the pipeline. A major challenge was to make the maps accurate across the entire route, a problem Kirk was able to overcome with our custom data mapping tools.

Then, using Canada Post’s acquisition admail service, Kirk began acquiring the addresses of homes and businesses in the catchment area. Data integrity proved to be more complex than anticipated and Kirk’s data protocols were critical to ensuring the data pulled by Canada Post accurately reflected the geography of the pipeline. Each pull was audited by our team and a separate list of contractors who could potentially work near their facilities was also acquired.

Results

Mailings began in spring 2012 and will continue to 2014. The solution ensures that Kinder Morgan meets its goals of promoting pipeline safety and damage prevention as well as meet its regulatory requirements. And it allows them to defer costs over three years. The project has created a valuable database and mapping resource that can be leveraged for the planning and execution of critical communication.

About Kinder Morgan Canada

Kinder Morgan Canada operates a number of pipeline systems in Canada and the US, including the Trans Mountain Pipeline, the Express and Platte pipelines, the Puget Sound and the Trans Mountain Jet Fuel pipelines.

The Trans Mountain Pipeline System has been safely and efficiently providing the only existing west coast access for Canadian oil products for almost 60 years. The Trans Mountain Jet Fuel system transports aviation fuel from distribution facilities in Burnaby to Vancouver International Airport. We are proud of our operating history; providing safe delivery of refined petroleum products and crude oil for local refining and export markets.

www.kindermorgan.com/pipelinesafety

We had a complex business need that we presented to Kirk Marketing. Not only did they listen to us and offer suggestions on how to approach the project, Kirk Marketing provided a complete in-house solution from list development, printing to mailing and campaign reporting. We are very pleased with our project results along with the excellent customer service

—  Kristjana Hawthorne, ABC
Public Awareness Coordinator