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Your Energy Campaign Update

This update provides data on the increased awareness and support for the Your Energy campaign, highlighting the impact in Connecticut and Virginia. The update also discusses the strategic priorities and support initiatives for member companies, including collaborations and outreach efforts.

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Your Energy Campaign Update

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  1. Your EnergyCampaign Update October 2017 YourEnergyAmerica.com

  2. Strategic Priorities Awareness & Support 8,459 53.1% 36,226,597 256,859,114 8,354,692 63,162 119,666

  3. Strategic Priorities Awareness & Support Increased Awareness Driving Support Percentage Increases Since Launch: Connecticut Virginia 60.4%more likely to be aware 50.5% more likely to be aware 568.35%Registrations 219.02%Facebook Followers 45.7%Twitter Followers Women Percentage Increase in September: 78% more likely to be aware 44.9%Registrations 68.01%Facebook Followers 15.34%Twitter Followers Millennials (25-34) Millennials (18-24) 73%more likely to be aware 46.5%more likely to be aware

  4. Strategic Priorities Provide Support for Member Companies 120Total CompanyRegistrants • Type of Collaborations: • Shared Content • Surrogates • Events • Speaking Opportunities • Paid Media • Member Outreach: • Quarterly Webinars • Bi-annual Surveys • Best Practices Guidelines 567 Total Uses 20Total Collaborations

  5. The Details What Have We Learned? • Targeted audiences are interested in learning more • Messaging can influence persuadables • Advocates and champions speak up in digital space • Your Energy can be an influencer at state and local level • Opposition has national playbook they are implementing at a local level Your Energy • 8,459 • Registrants • 112,544 • Facebook Likes • 7,182 • Twitter Followers

  6. The Details Virginia Community Program Impressions: 203,422,869 Registrants:4,344 Facebook Champions:5,816 Community Engagements:52 Paid Media Registrants Facebook Champions Your Energy Events Briefings Large Consumer Event

  7. The Details Connecticut Community Program Impressions: 114,959,790 Registrants:2,327 Facebook Champions:2,930 Community Engagements:56 Paid Media Registrants Facebook Champions Your Energy Events Briefings Large Consumer Event

  8. The Details Support for Dominion in Virginia Supporting Dominion’s efforts to build the Atlantic Coast Pipeline. Aggressive education and persuasion social media campaign Targeted earned and paid media to traditional and persuadable audiences: • Bearing Drift editorial content, blogs and radio ads • Radio appearances featuring volunteer supporters on John Fredericks Radio Show • LTE placements in Richmond Times Dispatch Coordinated coverage with ACP efforts: • Five briefings and hosted events • Ten large consumer gatherings (fairs, festivals) • Media event hosted by the Roanoke Chamber of Commerce • Coordination with the Center for Rural Virginia

  9. Campaign Status Connecticut Case Study Local relationship building, education, and personal discussions with local stakeholders and influencers can pay off.  “All of the new manufacturing is going to where the energy source is. We need more international buyers for gas. We’re working on that right now, to expand the ability to increase the sale of natural gas.” – Senator Murphy, My Record Journal Your Energy Connecticut reaches out to Allnex, a local manufacturer who converted to Natural Gas. Allnex participates in testimonial video and lead participant in business roundtable Allnex CEO forces Senator Murphy to answer a question on infrastructure

  10. Looking Forward State Campaigns Tiered state campaign structure to allow more states access to localized campaign resources. National Campaign Leverage quality content driven strategy to drive conversation, identify champions and magnify supporter voices.

  11. Looking Forward Ongoing Campaign Management Consumer Opinion Surveys Lift Studies • Measure the direct impact of the Your Energy paid media on perceptions and behaviors about natural gas: • Do people recall the ad? • Are consumer more aware of our issue? • Did the ad campaign move people to support natural gas? • Are people more interested? • What creative was most impactful? • Measure consumer opinions on natural gas and tests best messages for the campaign. • Conduct on and offline interviews to test opinions and messages. • Layer survey results with 3rd party data sources to model audiences.

  12. Looking Forward National Campaign Database Modeling Use 2017 data to model out targets based on most active members Targeted National Campaign Use compelling, personal content to reach targets with messages that will resonate and in ways they typically consume their news Digital Champions Recruitment, training and engagement of digital strike force to push our message to their networks

  13. Looking Forward State Tiers TIER 2 Digital Campaign Full digital campaign with state specific content, website, social properties and digital monitoring. TIER 3 Community Operations Digital campaign with influencer outreach and surrogate development. TIER 4 Full Paid Media Campaign Social media advertising Display, pre-roll Social channel creation Growth promotions TIER 1 State SpecificContent Data analysis and quarterly content calendar.

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