Allegheny Power EmPOWER MD
General Awareness Campaign Summary
General Awareness Campaign Workgroup Meeting
March 11, 2009
General Awareness Campaign (GAC) WG
Ideas on Objectives and Role
1. The GAC’s primary intent is to have consistent message concepts
which promote awareness of:
a) The EmPOWER MD Act: a partnership between Utilities and the State to
promote energy efficiency and conservation with messaging around:
i. controlling your bill
ii. planning for the future (reliability)
iii. environment
iv. benefits of ENERGY STAR
b) The EmPOWER MD Surcharge: a common, consistent approach - the
charge for a typical customer and the message that savings will more
than offset the surcharge - will be sought but may vary among utilities
c) Call to action to participate in Individual utility programs, including
emphasis on low income program availability
2. The GAC WG should establish a common reference to communicate
savings opportunities without conflict (ex. Plasma TVs use x% more
energy than LCD TVs, where the x% is the same for all utilities)
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General Awareness Campaign (GAC) WG
Ideas on Objectives and Role
4. Flexibility of specific messaging should be encouraged to ensure
messaging speaks to each utility’s market (example: Vampire Power
vs. Phantom Power vs. Plug Power)
5. Each utility will administer the GAC within their service territories
using the EmPOWER MD messaging concepts developed for item 1
above by the GAC WG as well as promoting individual utility
programs through utility specific market messaging.
6. Measurement and Verification: Utilities will measure general
awareness effectiveness through existing customer satisfaction
surveys or other individual utility efforts.
7. The GAC will provide guidance rather than approve communication
pieces. Utilities will be encouraged to supply the GAC with draft
materials and the GAC members will be expected to respond within 3
days if they have input/suggestions. However, the Utility will have the
final determination on final ad copy.
8. The GAC will initially meet monthly and move to quarterly meetings
after awareness programs are launched.
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Allegheny Power’s General Awareness
Campaign Status and Key Drivers
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12/31 Commission Order approved design of a majority of Allegheny
Power programs, including its General Awareness Campaign.
Allegheny Power’s General Awareness Campaign estimates spending
$8.4 million during 2009-2015.
The Campaign’s goal and the associated budget are to disseminate
general energy efficiency and conservation (EE&C) messages under
our Watt Watchers brand and to drive customers to other Allegheny
Power EE&C programs.
Allegheny will seek innovative methods to reach low and moderate
income customers.
Allegheny Power will work for the timely launch of programs by:
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Re-filing updated and redesigned programs by March 31, 2009 for
Commission’s approval.
Introducing general awareness implementation plan in March 2009.
Launching awareness campaign in second quarter 2009.
Completing program-specific marketing plans for anticipated program
launches in the third quarter of 2009.
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Sample Awareness Messages
without Direct Program Tie
General Awareness Primary Messages:
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Deliver general energy-saving advice to all classes of
customers, including special messages to hard-to-reach
segments, such as low-income residents.
Encourage little changes in behavior that can add up to big
savings when it comes to electricity usage.
Create awareness of the many resources available to
customers through MEAP and other programs.
Educate consumers on the value of Energy Star purchases.
Drive home the message that participation in energy
conservation programs will help offset the surcharge.
General Awareness Secondary Messages:
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Recognize EmPOWER Maryland as a statewide effort to reduce
energy consumption and increase energy efficiency to secure
Maryland’s energy future and preserve our environment.
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Reaching Across Our Customer Network
with a Multi-Media Approach
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Mass media such as print and radio advertisements will provide the
opportunity to cover Allegheny Power’s entire service area.
Bill inserts and direct mail will be used to create targeted communication
to various sub-segments of Allegheny Power’s customers.
Innovative approaches, including non-traditional media vehicles such
as:
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“Turn out the light” switch plates
“Keep the refrigerator door closed” magnets
Reusable shopping bags with EE&C messaging
Social media messages
Customized emails
Internet advertising and Website support
Transit and Bus Shelter advertising targeting ‘hard-to-reach’ audiences.
Collateral materials aimed at giving consumers more detailed
information on conservation tips and resources.
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Reaching Across Our Customer Network
with a Multi-Media Approach
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Series of posters in high schools and Universities (such as
Frostburg State University) encouraging energy efficiency.
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Community Based Outreach, including special events aimed at
creating awareness and educating ‘hard-to-reach’ audiences
about EE&C. This will provide the opportunity to talk face-toface with customers.
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Public relations support, including program and milestone
press releases to create immediate awareness among
customers and community leaders.
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Fliers/Handout material available to agencies that provide
assistance to low-income customers; link from agency
websites to information on Allegheny Power’s website; place
material at Maryland employment offices/job centers.
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Engaging Our Education Communities
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To engage the education community and to create statewide
excitement, explore the idea of a statewide Energy Efficiency
and Conservation General Awareness Campaign Contest.
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Universities and Colleges
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K – 12, public and private
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Winning entries will be used to promote statewide awareness
of EmPOWER MD objectives.
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Winning schools will receive contribution toward scholarship
programs and after school activities.
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General Awareness Campaign funds will be used to directly
engage education communities in the energy efficiency and
conservation discussion and efforts.
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