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In Service to CustomersIn response to the rising cost of energy
Roger WoodworthMarketing Executives Conference | October 2008
Keeping features fresh
Demand Response Direct Mail
Bill Inserts
Community Outreach
Program Sheets
Print Ads
Aligning collateral for impact
LIHEAP: Federally-funded Low Income Heating Assistance Program
LIRAP: Avista’s tariff-rider funded Low Income Rate Assistance Program (Washington and Oregon)
Project Share: Avista and customer-funded emergency heating assistance program
Energy Assistance GrantsHeating Seasons 2005-06/2006-07/2007-08
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
2005-06 2006-07 2007-08
($ t
ho
us
an
ds
)
LIHEAP LIRAP Project Share
$10.2M$10.7M$11.6M
Continuing support for those in need
Single woman and her adult daughter with four disabled
children. She receives DSHS subsidy.
Woman with four kids whose husband was recently deployed. She works full time.
Single woman, one child. Woman is going through
radiation and chemo. She receives financial help from her in-laws.
Couple with three children. Both work
full time.
Couple with two children and
grandchild at home. He was injured at work. He’s been
through re-training and unemployment.
Couple with five children. One child is disabled and wife is disabled. He works
part time. She receives disability.
Understanding the newly vulnerable
72 yr old man & 71 yr old woman. She
works part time and he receives SSI.
Build lasting ways to ease the burden of energy costs for customers most in need
Do so in ways that build goodwill through personal and caring connections with customers
Refreshing our community strategy
Owning grant assistance communications
Integrating conservation education efforts
Investing extra for seniors and kids
Getting better facts about the needs
Amending and integrating our outreach
Owning the communication
Extends our touch with limited income customers
Offers extra help beyond the grant (coupon, tips, kit)
One Free CFL
Personalizing the company
Every Little Bit Kits
Integrating messages across channels
KREM “Power to Conserve”
Sixth Season – 351,000
households reached
Leverages credential of
popular weather-caster
DVDs of program and
“how-to” for kits
Focusing on seniors and caregivers
Targeting senior publications
Targeting caregiver support Web sites
Project Share Charity Golf Tournament
Partnering to profile the need
Helping others help, helps all
Gift baskets of local crafts
Locally-sourced, branded coffee
Seed energy conservation behaviors as way of life to help the planet
Use multiple channels to reach kids – media, website, teachers, parents & community organizations
Create classroom-based tools that support learning achievement goals
Use Wattson mascot for awareness, visibility & connection with kids
Something especially for kids
Investing today for tomorrow
www.avistakids.com
Sharing more at…
www.everylittlebit.com
