Investor-Owned Utility

Helping Utility Customers Manage Energy Costs Through Community Outreach

A utility was looking to share practical information for customers to manage household energy costs and reduce consumption, across its scattered service territory.

Challenge

A multi-state utility wanted to help customers better understand and manage their energy use while increasing awareness of available bill-payment assistance resources. Reaching customers consistently across a broad geographic footprint presented a challenge, particularly in smaller and more dispersed communities where media resources were limited and traditional outreach channels often delivered uneven results. The company needed a cost-effective and efficient way to share practical, actionable information at scale while reinforcing its commitment to customer education.

Strategy

Linhart developed a content-driven outreach program designed to meet customers where they already consume local information. By providing clear, relevant guidance through bylined articles placed in community media outlets, the utility could educate customers about energy-saving behaviors, simple home efficiency improvements and available assistance programs. The approach allowed the company to extend its reach across multiple states while maintaining consistent messaging and maximizing the value of earned media.

Execution

Linhart created company-authored articles focused on practical steps customers could take to reduce household energy use and improve efficiency. The content highlighted low-cost and do-it-yourself measures, behavioral changes that could help reduce consumption and resources available to customers seeking bill-payment assistance. The team distributed the articles to daily and weekly newspapers throughout the utility's service territory, expanding access to the information across a diverse mix of communities.

108

earned media placements across Colorado, Wyoming, Iowa and Arkansas

77%

of major service communities in Colorado reached through earned media coverage

3.1 million

potential impressions

Results

108 earned media placements across Colorado, Wyoming, Iowa and Arkansas, exceeding coverage goals
Nearly 3.1 million potential impressions
Coverage secured in media markets representing 77% of major service communities within the utility's Colorado service territory
Placement rate of 87.5% among targeted Wyoming media outlets
Expanded awareness of energy-saving practices and customer assistance resources
Positive customer feedback, including direct outreach to the utility expressing appreciation for the practical guidance provided
Strengthened the utility's ability to support customers with trusted, actionable information across a large and geographically dispersed service area

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