Helping Utility Customers Save Money by Using Less Energy

Rising natural gas prices were impacting both natural gas and electric customers, since natural gas is used to help generate electricity. Recognizing the impact this could have on customer bills in Colorado, the utility company wanted to reach customers with tips for how to manage energy use at home and information on where to go for bill payment assistance, including company and state programs. The company also wanted to help customers understand that energy usage is the single largest portion of an energy bill. Making small behavioral changes and modest investments in energy efficiency at home can deliver a big return in terms of lower gas or electric bills.  

The company wanted to reach customers without investing in a costly paid media campaign, but hurdles for earned media exposure also were high. Newsrooms are shrinking and resource-constrained editorial boards no longer provide a pathway to coverage at many smaller newspapers.