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Energy Resources Department

Energy Resources Department. Use of televised, interactive, safety messages to elevate community awareness. Technical Assistance Grant use of funds. Grant Generously awarded by:. U.S. Department of Transportation- Pipeline and Hazardous Materials Safety Administration.

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Energy Resources Department

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  1. Energy Resources Department Use of televised, interactive, safety messages to elevate community awareness Technical Assistance Grant use of funds Grant Generously awarded by: U.S. Department of Transportation- Pipeline and Hazardous Materials Safety Administration PRESENTED AT: WESTERN REGIONAL GAS CONFERENCE AUGUST 25, 2009

  2. PROUDLY SERVING BOTH NATURAL GAS AND ELECTRIC CUSTOMERS SINCE 1917 • CURRENT GAS SYSTEM STATISTICS: • 12TH LARGEST MUNICIPAL GAS SYSTEM (# OF CUSTOMERS) • SERVING MORE THAN 52,000 CUSTOMERS • GROWING SYSTEM WITH 459 NEW SERVICE LINES INSTALLED 1ST HALF 2010 • 150 OPERATOR QUALIFIED EMPLOYEES • MORE THAN 1,211 MILES OF MAIN • SERVING A 365 SQUARE MILE TERRITORY

  3. SERVING IN BOTH MESA AND AREAS OF PINAL COUNTY, ARIZONA

  4. THE CITY OF MESA PROVIDES ECONOMIC AND RELIABLE SERVICE BUT ITS PRIMARY CONCERN IS EMPLOYEE AND COMMUNITY… SAFETY!!!!

  5. EMPLOYEE SAFETY As of August 18th, 750 Days without a lost time accident! COMMUNITY SAFETY First responders with a targeted response time to emergencies of under 30 minutes

  6. AN IMPORTANT PART OF COMMUNITY AND PUBLIC SAFETY IS ACTIVE AND MULTI-FACETED PUBLIC AWARENESS, EDUCATION, AND OUTREACH

  7. COMMUNITY SAFETY IS ENHANCED WITH EACH ADDITIONAL EYE…………. EAR…………. That is aware that there are natural gas pipelines in the community and about gas safety NOSE………….

  8. The numbers of persons contacted as part of our existing pipeline and natural gas safety efforts is evaluated each year . In 2009, more than 12,000 persons were presented safety messages at 102 events In addition,

  9. THE INTERACTIVE ADS PERMITTED BY TAG GRANT FUNDS INCREASED EXPONENTIALLY THE NUMBER OF EYES…………. EARS…………. THAT MESA CAN MAKE AWARE OF natural gas SAFETY AND NOSES..

  10. What Are Interactive PSAs? The interactive advertising uses Digital technology from a digital cable provider to engage subscribers in interacting with 30-second public safety announcements (PSA’s). Message overlays are used to frame PSA’s with selective messages including surveys, direct responses, or requests for information. Digital subscribers have interactive remotes which allow them to respond. Once a household has responded to the survey, the next overlay can provide a different interactive spot to that household.

  11. WHERE CAN INTERACTIVE PSAs BE VIEWED? • There are over 52 digital channels: • Provide the interactive elements. • An additional 40 analog channels are available: • PSAs can be viewed, viewer cannot interact • Of the 52 interactive channel opportunities, 39 are “zone-able” : • Can be targeted to viewers mainly within our service area

  12. MESSAGE VIEWERSHIP WAS TARGETED TO AREAS IN OR NEAR MESA’S SERVICE TERRITORY Coverage Area Selected Apache Junction, Coolidge, Florence, Mesa, Gilbert, Higley, Queen Creek Zip Codes 85201, 85202, 85203, 85204, 85205,85206, 85207, 85208, 85209, 85210, 85212, 85213, 85215, 85220, 85228,85232, 85233, 85234, 85236, 85240, 85242, 85243, 85295, 85296, 85297,85298

  13. WHAT DOES THIS MEAN TO OUTREACH EFFORTS? East Valley Zone Cox Media Households = 159,697 159,697 !! EACH TIME AN AD IS AIRED THAT’S 159,697 MORE CHANCES THAT SOMEONE WILL “GET THE MESSAGE”

  14. WHAT DOES THIS MEAN FOR OUTREACH EFFORTS? NOT SPOTS BUT PEOPLE THE 252 BECOMES:

  15. GET THE MESSAGE

  16. QUESTIONS AND REINFORCEMENTS First Series Question 2 Question1

  17. Natural gas pipelines can be anywhere. What does gas smell like? A. Skunk B. Rotten Eggs C. Gasoline

  18. The correct answer is B Rotten Eggs. Tell everyone in your household! This information made possible by a grant from the U.S. Department of Transportation- Pipeline and Hazardous Materials Safety Administration

  19. If you smell natural gas, what should you do? A. From a safe location, call 911 or (480) 644-4277 B. Nothing

  20. If you smell gas, leave the area and call 911 or (480) 644-4277. This information made possible by a grant from the U.S. Department of Transportation- Pipeline and Hazardous Materials Safety Administration

  21. HOW ARE INTERACTIVE RESPONSES MONITORED ? All responses are sent immediately to the Digital Provider and are tabulated per household, zip code, channel and time of day aired These results are summarized and analyzed by series Results will be reported to PHMSA and used to determine message and location targets for enhanced outreach efforts

  22. RESULTS 3.29.10 TO 4.25.10 • TOTAL NUMBER OF SPOTS= 252 • AVG. COST PER SPOT= $71.53 • TOTAL NUMBER OF RESPONSES= 989 (AVG. OF 3.92 PER SPOT) • AVERAGE COST PER RESPONSE = $18.23 • TOTAL NUMBER OF CHANNELS TEN INCLUDING TWO SPANISH STATIONS • ENGLISH STATIONS: COMEDY, FX, FAMILY, TNT, USA, DISCOVERY, FOX NEWS, AND ESPN • SPANISH STATIONS: ESPND AND CNNE • SPOTS SHOWN ON 6 DAYS OF THE WEEK: ALL EXCEPT WEDNESDAY • SPOTS SHOWN AT VARIED TIMES: • PRIMETIME 7 PM TO 10 PM • DAYTIME 9 AM TO 3 PM • EARLY FRINGE 3 PM TO 7 PM FIRST SERIES RESULTS

  23. TOTAL OF 989 RESPONSES FROM THE 252 SPOTS: • 975 ENGLISH • 14 SPANISH

  24. RESPONSES

  25. CORRECT RESPONSES TOTAL Q1: 657 Q1 CORRECT: 521 TOTAL Q2: 332 Q2 CORRECT: 240

  26. RESPONSES PER SPOT- BY CHANNEL

  27. RESPONSES PER SPOT- BY AIR TIME

  28. QUESTIONS AND REINFORCEMENTS Second Series

  29. Call 811 two days before digging to: A. Get underground utilities marked B. Avoid damaging pipelines C. Both A and B- and IT’S THE LAW!

  30. The correct answer is C Marking utilities and pipelines will avoid damage. This information made possible by a grant from the U.S. Department of Transportation- Pipeline and Hazardous Materials Safety Administration

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