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Gas Safety Awareness Campaign: E-blasts, Billboards, and Education

This campaign includes e-blasts targeting at-risk workers, school email campaigns for educators, and 3D billboards to increase awareness of natural gas hazards and drive website traffic.

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Gas Safety Awareness Campaign: E-blasts, Billboards, and Education

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  1. 2013 American Gas AssociationBest Practices Program EBLASTSand3D Billboards Karen Riggenbach-Vaughn November 11, 2013

  2. Xcel Energy - Natural Gas Utility Overview NSP-Minnesota (NSPM) 9,750 miles Distribution Main 100 miles Transmission NSP-Wisconsin (NSPW) 2,300 miles Distribution Main 2 miles Transmission Public Service Co. of Colorado (PSCo) 23,000 miles Distribution Main 2,350 miles Transmission Operate in 5 States Customers 1.9 million natural gas PSCo = 1.3 million NSPM = 0.5 million NSPW = 0.1 million 35,050 miles of distribution main 2,452 miles of transmission pipe

  3. Third-Party Contractors E-blasts: “Tips of the Trade” • Target audience definition • Third-party contractors within SIC codes identified as the greatest risk for coming in contact with the utility’s facilities • Cost efficient email list development • Target audience includes only those email addresses provided by at-risk worker • Emails are collected through direct mail outreach and website sign ups

  4. Benefits of Supplemental Tips of the Trade Email Campaigns • Increases awareness of natural gas and electric (for dual-commodity utilities) hazards • Allows for messaging specificity and segmentation—topic examples include: • “Understanding the Tolerance Zone” • “If You Suspect a Natural Gas Leak” • “Don’t Rely on Your Nose Alone” • Delivers quantitative and qualitative impact metrics for regulators • Drives website traffic

  5. View past Tips of the Trade e-blasts on companion e-SMARTworker website SAMPLE

  6. Xcel Energy’s 2012 Tips of the Trade Accomplishments - Quantitative • Results of 4 Tips of the Trade e-blasts

  7. Xcel Energy’s 2013 Tips of the Trade Accomplishments - Quantitative • Current results of 4 Tips of the Trade e-blasts

  8. Xcel Energy’s 2012/13 Tips of the Trade Accomplishments - Qualitative • At-risk worker comments: • “I thought this was an excellent email and am planning on using it as our next safety topic for our upcoming service meetings. Thanks.” • “These tips and information pieces are great. I pass it on to all of my employees. As cable installers we work around energized lines everyday and any and all safety information is gladly welcomed. Keep up the good work.” • “Nice email, keep them coming!”

  9. Tips of the Trade Drive Website Traffic

  10. 2012/2013 School Email Campaigns • Target audience definition • New educators: grade 2-6 teachers who had not previously ordered classroom booklets • Email list development • By suppressing teacher emails of those who have ordered we increased teacher participation by reaching those who have not previously ordered

  11. Benefits of School Email Campaigns • New teacher participation increases awareness of natural gas and electric (for dual-commodity utilities) hazards • Increases orders of classroom booklets among new teachers • Delivers quantitative impact metrics for regulators • Drives website traffic

  12. Order classroom booklets on the companion eSMARTkids website SAMPLE

  13. Xcel Energy’s 2012 School Program Accomplishments - Quantitative • Results of 2 e-blasts to educators

  14. Email Blasts Drive Website Traffic

  15. Key Takeaways • Compliments a robust outreach program • Offers segmentation • Provides ability to target a specific audience with specific messaging, for example: • A pressing safety issue • To increase new teacher participation • Delivers effectiveness metrics for regulators and management

  16. 3D Safety Billboards • 3-D billboards are utilized in addition to traditional advertising tactics for the Natural Gas and Call Before You Dig messages • Why 3-D Billboards? • Fun and unique way to provide safety information that is educational, attention-grabbing and memorable • Allows for conveying the dangers and encourage a safe response from customers • Breaks through the clutter

  17. 3D Safety Billboards • 2013 3D Natural Gas board • Won 2nd place for overall outdoor ad at the 2013 E Source Utility Conference • Board in market (June-Aug) when customers engaged in more yard work, home renovations and construction • Prime corner location in downtown Denver • Garnered almost 3 million impressions (12-weeks)

  18. 3D Safety Billboards 2011 2013 2012

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