Your Energy

Campaign Update

August 2017 YourEnergyAmerica.com

 Campaign Objectives

RAISE AWARENESS PROVIDE SUPPORT

of and support for to member companies as they
natural gas engage and invest in local
communities

2
 Campaign Approach
Distribute information to supporters and
influencers through digital and social media
properties
Ongoing mechanism for member companies
to leverage educational materials in existing
communications efforts to customers and
employees
Reflect and engage in the local discussions happening
around natural gas and infrastructure expansion
Target supporter and persuadable audiences to move
and solidify support
Develop advocates
Track and respond to opposition activity and
messaging
Coordinate and share resources with member
companies
3
 Campaign Summary: Reach and Awareness
Infrastructure

Websites (National, CT, VA) Resources Portal Digital War Room Research

Audiences

Broad Supporters Engaged Supporters 20+ Movers Persuadable Targets

Reach
Digital Media Paid Media Community
24,771,759 32,654,908 61,475

7
 Campaign Status

National Virginia Connecticut Total Numbers

5,436
Total Registrants 1,381 3,001 1,054 Registrants

Facebook Likes 40,183 12,909 3,506 56,598

Facebook Likes
Twitter Followers 2,843 1,808 1,032
Regional Partners 16 18 5,683
Twitter Followers
Member Resources Portal
Password protected portal housing ongoing, updated
campaign materials for member company use86 users
to date

7
Member Company Participation

Type of Collaborations:
Used campaign graphics/videos
Shared supportive businesses and
home owners
Collaborated on outreach to third
party partners
Provided background on natural gas in
the state
Shared Your Energy campaign with
employees and/or supporters
Partnered on events
Partnered on speaking opportunities
Collaborated on paid media spends
 Digital War Room

2,923,673
Reach

38,656
Engagements
 Social Media Content

Research Tested Rapid Response Personalization of the

Messages Community
 Paid Media

Supporters Persuadables
Community Based Programs
 Evaluation and Measurement

Activity Metrics: Success Metrics:

Is the campaign reaching How are targeted persuadables and
targeted persuadables and supporters responding to messaging and
supporters efficiently? moving to/from issue support?

Digital reach Number and type of engaged

Social media advocates/champions
Website analytics
Ongoing regression analysis to solidify
Followers and registrants champion persona for ongoing targeting

Media hits Mid and post campaign survey

Ad/message effectiveness
Cost per impression/registrant Campaign/issue awareness
Persuasion
Community briefings Overall issue lift/movement

Local influential support

Local events