An investor-owned utility that provides natural gas service to 200,000 customers in Colorado wanted to help customers become more conscious of their energy usage. Helping customers become more-informed energy consumers is a priority. This includes energy conservation — using less energy – and energy efficiency — getting more from the energy used at home or at work. The company wanted to be sure customers have access to bill payment assistance resources, including programs offered by the company and the state.
The company knew that rising natural gas commodity prices and colder winter temperatures across Colorado would have an impact on customers’ energy usage and monthly bills.
The utility’s goal was to connect with customers without investing in a costly paid media campaign. But shrinking newsrooms and resource-constrained editorial boards made it harder to secure earned coverage. Another hurdle: the company’s natural gas customers are spread out across Colorado, from the northeastern plains to the mountains to the southwest. Many customers are outside of big cities and major media markets, making them harder to reach.
The company turned to Linhart PR for help reaching customers with 1) education messaging to remind customers that the amount of energy they use is the single largest driver of every monthly bill, along with practical tips for managing energy use at home and 2) information on where to go for bill payment assistance, including programs offered by the company and the state.
Linhart PR developed a contributed content strategy for efficient message delivery across multiple Colorado regions. Contributed content (e.g., op-eds, guest posts, etc.) is an effective way to reach audiences, control your message and position company leaders as thought leaders. Here’s what we did:
Linhart PR secured contributed content placements in 92% percent of the larger communities served by the company, exceeding the goal. Notably: