Gas Safety Awareness: Effective Outreach Strategies

1. 2013 American Gas AssociationBest Practices Program EBLASTSand3D BillboardsLaura RobertsJune 13, 2013

2. Xcel Energy - Natural Gas 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 Combination Utility Gas Operates in 7 States Customers 1.9 million natural gas PSCo = 1.3 million NSPM = 0.5 million NSPW = 0.1 million Southwestern Public Service (SPS) *No residential gas customers 19 miles Transmission 35,050 miles of distribution main 2,471 miles of transmission pipe

3. Challenges • Advancing the public’s awareness of utility safety hazards • Finding opportunities to share key safety messages, materials and information multiple times • Creating sustainable outreach to further encourage safe behavior • with emergency officials, at-risk workers including excavators and students • Finding opportunities to gain cost efficiency through dual-purpose programs (gas and electric) in light of budget constraints

4. Unique Practices or Processes • Annual Brochure to at risk workers • Business reply card to request materials • Email blasts • Link to request materials • Response rate measured by those who request materials • Email blasts response rate exceeds that of direct mail • 8% versus 2% • Partner with Culver Co. to carry out email blasts • Xcel Energy provides content, Culver deploys • Reach continues to grow through purchase of email lists and collection of email addresses when ordering materials

5. Email Blast Topics • 2012 Topics • Basic Facts About Electricity • If You Suspect a Natural Gas Leak • Understanding the Tolerance Zone • What to do if You Hit a Power Line • 2013 Topics • Overhead and Underground Safety Practices • Are Overhead Power Lines Insulated? NO • Overhead Power Line Clearances • Don’t Rely on Your Nose Alone

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9. Conclusion – Email Blasts • Provides opportunity to share important safety information more frequently, in addition to the once a year direct mail • Provides opportunity to share both gas and electric safety messages -workers face hazards associated with both (underground utilities and overhead electric) • Demonstrates increased response to order free safety materials • Samples of positive feedback received: • “These tips and information pieces are great. I pass it on to all of my employees. Keep up the good work.” • “I thought this was an excellent email and am planning on using it as our next safety topic for our upcoming service meetings.  Thanks.” • “I do like this email series.  Topics so far have been well done.  Perhaps something on a gas leak in a home or office.” • “Nice email, keep them coming!”

10. 3-D Billboard Advertising • For the past three years, 3-D billboards have been utilized in addition to traditional advertising tactics for the Natural Gas and Call Before You Dig messages • Why 3-D Billboards? • Grabs attention in a fun and unique way • Allows for conveying the dangers and encourage a safe response from customers • Breaks through the clutter

11. 3-D Billboard Advertising 2011 2012 2013 2013

12. Safety Billboards with Extensions 2013 2011 2012