ISSUE

The Butler Area Sewer Authority (BASA), a municipally owned wastewater facility serving more than 15,000 customers across 32.5 square miles in Butler County, Pennsylvania, faced significant infrastructure challenges and debt. Decades of deferred capital improvements, aging treatment facilities, and increasing regulatory compliance needs placed growing financial strain on the public entity. BASA lacked sufficient funding to complete necessary upgrades, so the governing board — which included elected officials from Butler Township and the City of Butler — explored options, including a possible sale to a regulated national utility. Their priority was to ensure residents continued receiving reliable service while stabilizing the facility’s finances. 

STRATEGY

Given the public interest and complexity surrounding the proposed sale, BASA brought in Ceisler Media to help navigate the situation. We developed a strategic communications and public engagement plan focused on transparency, education, resident outreach, and stakeholder engagement. The goal was to ensure residents, community leaders, and businesses had the information they needed to understand the proposed sale and its potential impact. 

At the core of our strategy was resident engagement. Residents received letters at their homes explaining the proposed sale and inviting them to community meetings. These meetings allowed residents to hear directly from BASA’s governing board, learn about needed upgrades, ask questions, and provide feedback. Local media coverage ensured residents who could not attend still received accurate, objective information. 

We also leveraged traditional communications tactics. Press releases highlighted key milestones and supported coverage in local outlets like the Butler Eagle and Butler Radio. A dedicated website, which provided detailed information and a channel for residents to submit questions and comments, served as a resource and engagement platform for residents. Tours for elected officials and stakeholders gave firsthand insight into infrastructure challenges and the need for long-term investment.  

Our team also supported internal town hall meetings where BASA employees — some of whom were union members — had the opportunity to ask questions and weigh in on the proposed sale.  

To maintain consistent messaging, Ceisler Media created media materials, talking points, messaging frameworks, and collateral assets, ensuring clear, aligned, and responsive communication across all channels.  These tools were the foundation for clear, consistent, and responsive communication — whether delivered in community meetings, media interviews, or one-on-one conversations with residents.