ut public relations internship texas electric cooperative
TRANSCRIPT
UT Public Relations InternshipTexas Electric Cooperative
By: Heather Poulsen
● Problem Statement● Situational Analysis● Target Audience ● Critical Issues & Strategies ● Media Objectives● Social Media ● Re-Cap
Table of Contents
● Assessing the potential of a largely untapped and ignored market of nearly forty million U.S. consumers and helping determine the most effective means of communication through appropriate media
● Determining how to integrate digital media appropriate to the demographics of this market
Problem Statement
● Strengths:○ Touchstone: Together We Save Campaign○ Memberships
● Weaknesses:○ Social Media ○ Marketing ○ Stagnant, not Progressive○ Out-dated
● Opportunities:○ Embrace renewable energy○ Vie for customers by offering competitive rates for electricity and incentives for buying energy-efficient appliances○ The Rise of the Smart Grid
● Threats:○ Rise of new technologies, such as energy-efficient appliances, smart meters and smart grids, has put new control in the hands of utility
customers; participating consumers are self-sufficient and not connected to a bigger network ○ Demand for power declining
Situational Analysis
Target AudienceOur Target: Generation Y [Millennials]
Who? Psychographics● Take control of energy usage
● Socially conscious, Environmental programs
● Distrust corporations
● Favorable of government regulation
● Tech-savvy
● Use software & Notice electronic messaging
● Age: 23-40
● ⅓ of pop by 2020
● 75% of workforce by 2025
● New household heads!
Critical Issues & Strategies
Not marketing or communicating service
offerings
Not utilizing social media or messaging
electronically
Not empowering consumers to be
hands-on
Get Them Aware! Get Digital!
AWARENESS COMMUNICATION ENGAGEMENT
Get Them Participating!
Media Objectives
● Satisfaction
○ How?= AWARE
● Social media tools
● What kind of services?
● Renewable energy efforts
1. GET THEM AWARE!
1. GET THEM AWARE!Entergy Mississippi, Inc.
Products & Services
Renewable Efforts
1. Get Them Aware!Alabama Power
Efficiency!
Products & Services!
1. Get Them Aware!Touchstone Energy Bartlett Electric Coop
Lea County Electric Coop
Communicating via digital channels:
● Information: instantaneous, accessible, anytime, anywhere
● Notice messaging received via electronic channels
● Hands-on control-oriented offerings = satisfy
● Mobile app, social media, email, and text messaging
2. Get Digital!
● Social media tools for
comparing energy
usage offer the
highest boost in
overall customer
satisfaction !
● They remember!
● Supports utilities’
goals!
2. Get Digital! SOCIAL MEDIA:
Infographics
How?
Content with compelling images attract 94% more total views than content without
graphics
Publishers who use infographics can
increase their traffic by at least 12%
Why?Get Visual!
Image & Video-Heavy content!
This lifts engagement!Infographics & video!
Posts that end with a question mark vs.
a period generate twice as many likes, comments, and
shares!
Ask Questions!
2. Get Digital! SOCIAL MEDIA:
Importance of Social Media: Millennials:
2. Get Digital!Baltimore Gas & Electric Entergy Mississippi, Inc.
2. Get Digital!Baltimore Gas & Electric
Touchstone Energy
2. Get Digital!Public Service Electric & Gas Co. of New Jersey
● Engagement○ Hands-on with energy usage
○ Take control of energy usage
○ Services that empower consumers
to control
○ Smart Grid
3. Get Them Participating!
3. Get Them Participating!Touchstone Energy: Together We Save Campaign
3. Get Them Participating!Baltimore Gas & Electric
● Relevancy!
● Shout Green!
● Save Money!
● Community!
● Mobile-friendly!
● ENGAGEMENT!!!
Keep in Mind!
Thank You!
● Slide 3: https://www.hks.harvard.edu/hepg/Papers/2016/Retail%20Choice%20in%20Electricity%20for%20EMRF%20Final.pdf
● Slide 4: http://www.texas-ec.org/
● Slide 8: https://www.hks.harvard.edu/hepg/Papers/2016/Retail%20Choice%20in%20Electricity%20for%20EMRF%20Final.pdf
● Slide 10: http://www.elp.com/articles/2015/05/utilities-not-marketing-service-offerings-effectively-to-gen-y-customers.html ● Slide 14: http://sheltongrp.com/utility-customer-loyalty-its-the-new-imperative/ ● Slide 18: http://breakingenergy.com/2015/02/12/social-media-for-utilities-is-becoming-indispensable/
http://www.evertrue.com/blog/2015/08/13/leveraging-social-media-for-effective-crowdfunding-2/ ● Slide 19: http://www.insites-consulting.com/infographic-millennials-social-media/ ● Slide 20: http://solarindustrymag.com/utilities-discovering-generational-response-to-electric-service-and-solar ● Other Sources:
○ https://www.wsj.com/articles/utilities-tap-power-of-social-media-1379884639○ http://www.thedigitalfa.com/blanewarrene/three-social-media-utilities-to-explore/○ http://www.energydigital.com/sustainability/best-ways-utilities-should-use-social-media
Sources