On November 8, 2024, as part of the Marketing course at the Faculty of Economics and Business Administration at Sofia University “St. Kliment Ohridski”, third-year students had the unique opportunity to delve into the practices of integrated marketing communications with one of the country’s leading water utility operators – “Sofiyska Voda” AD, a member of the global “Veolia Group”.

The guest lecturer for the session was Mrs. Galya Kumanova, Internal Communications Manager at “Sofiyska Voda”. She introduced the students to the specific challenges of communication in a regulated business environment operating under natural monopoly conditions. Mrs. Kumanova emphasized that “Sofiyska Voda” does not simply provide the natural resource “water”, but rather delivers water utility services. She further explained how the company successfully adapts the international “Veolia” brand to the Bulgarian context.

What Makes “Sofiyska Voda” a Unique Operator?
As the only water utility company in Bulgaria operating under a concession agreement with the Sofia Municipality, “Sofiyska Voda” occupies a distinct position in the market. Mrs. Kumanova elaborated on the importance of ESG (Environmental, Social, and Governance) factors in the company’s strategy, particularly in the context of combating climate change and implementing innovative solutions. She provided a specific example of the Sofia Wastewater Treatment Plant “Kubratovo”, which has achieved energy independence – a significant milestone towards the sustainable development of the capital.

Customer Communication: Balancing Effectiveness and Populism
Mrs. Kumanova shared her experience in planning crisis communication strategies and highlighted the importance of transparency. “Effective communication should never be hollow PR – it must be grounded in facts and transparency, rather than populism”, she emphasized. She also discussed the challenges of communicating with the media and how specialized publications offer a better understanding of the specific topics in the water utility sector.

Focus on Biodiversity and Innovation
One of the intriguing aspects of the lecture was the link between the water utility operator and environmental conservation. The underground facilities of “Sofiyska Voda” are integrated into areas where various species thrive, which are sensitive even to the noise generated by construction machinery. Additionally, the impact of investments in high-tech solutions and long-term projects often remains invisible to customers, as much of the infrastructure is underground or in restricted access zones due to its strategic significance.

A Communication Experiment with Students
During the lecture, an interactive experiment was conducted, inspired by the Faculty’s Gamification Transformation Lab. The students were divided into groups and tasked with drawing a picture using only verbal communication among themselves. This exercise demonstrated the challenges of achieving effective communication solely through words, highlighting how good dialogue and mutual listening can lead to achieving common goals.

Marketing Communications in the Context of the Utility Sector
The lecture challenged students to think critically about the unique communication challenges in the utility sector. “Sofiyska Voda” is not just selling water but rather a service where customer trust and long-term relationships are crucial. Mrs. Kumanova concluded with a powerful message: successful communication requires consistency and long-term commitment, especially in infrastructure projects, where the results of investments become visible only after many years – “like buying cucumbers today, while trusting that they will actually be delivered five years later”.

The established practice at the Faculty of Economics and Business Administration has once again proven that engaging with industry experts enriches students with real-world insights and practical examples, preparing them to face the challenges in their future careers.