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Metric 4: Outreach

Threshold: In coordination with LEAN, DHCD to the extent practical, other Massachusetts utilities, and other stakeholders, continue Energy Bucks campaign through March, 2009, and prepare a memorandum that describes campaign activities completed during winter 09/09.

Design: In coordination with LEAN, other MA utilities, and other stakeholders, provide a summary of the numbers of customers who contacted the call center and website. Collect information from CAP agency staff on their perceptions of the effectiveness of the Energy Bucks campaign. Summarize information in a memorandum that facilitates decision making for Exemplary level of this metric.

Exemplary: In coordination with LEAN, other MA utilities, all gas distribution companies in the Commonwealth, to the extent practical, and other stakeholders, recommend appropriate statewide marketing/outreach activities for the winter of 08/09, and subsequent years in a memorandum informed by the data collected in the Design level of this metric.

Metric Achievements

Featured TV coverage including a “live” interview with Gov. Deval Patrick

Seven home weatherization events throughout the state

Extensive media coverage in radio, TV, and local cable access TV outlets

PA’s were able to successfully execute a robust outreach campaign for 2009 with efforts scheduled into early 2010. PA’s worked with LEAN and the Energy Bucks team to determine how best to conduct the year’s outreach within the budget limits. In addition to mapping out key strategies for the coming heating season, and determining new and effective ways to reach income eligible participants to Energy Bucks, our meetings fostered an aggressive outreach effort throughout the year. Outreach efforts included home weatherization events throughout the Commonwealth, TV segments, both local network outlets, as well as community cable access, the Energy Bucks briefing at the State House. radio ads in English, Spanish, and Portuguese, and extensive media coverage, clearly documented by the six Solomon McCown team memos (attached). Based on 2009 reports from local CAP agencies, the extensive reach of this program yielded over 800 clients who were served in the program as a result of them hearing about Energy Bucks through these different outreach efforts.

In addition to public and media events, ENERGY BUCKS website activity for 2009 landed over 53,000 hits, down slightly from 2008’s totals, due perhaps to warmer late-autumn weather conditions. However, the Energy Bucks call center activity was as brisk as last year’s, with the 2009 totals of over 12,000 calls. This number does not include the final two months of the year (as the phone company is slow in releasing the information to us). The data suggest that the outreach by phone may exceed last year’s call activity.

The PAs, in collaboration with LEAN, will continue to manage the success of the Energy Bucks website, while working with stakeholders in successfully transitioning to the statewide marketing website, “MassSave.” For winter 09/10, the existing program is continued on a monthly basis.

Supporting documentation for this metric includes:

• Energy Bucks call center data • Energy Bucks website hits & report • 2009 Brochure, related hand-outs

• Radio scripts • Meeting plans and updates • Solomon/McCown outreach memos

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