An integrated approach for today’s consumer Yankee Gas Marketing An integrated approach for today’s consumer

Conversion Sales and Marketing Strategy Identify and target single family homeowners with annual household incomes over $50,000 that are: Low use customers in the Yankee Gas service area. Within 150 feet of an existing main Design compelling and relevant value bundles, tools and information for the targeted audiences that will generate 34,000 leads resulting in 4800 conversions by year end 2014 as measured by the number of phone calls and web inquiries. Demystify and simplify the process for switching to natural gas Develop, create and maintain search engine optimized web content accessible via mobile and desktop devices. Position Yankee Gas as a credible and reliable information source that can be accessed and engaged 24/7 via call, click or face to accommodate customer contact preferences Develop a mechanism to capture and quantify demand in, across and within Neighborhoods and Planned Expansion towns for the purpose of determining the “60% Customer Commitment” mandated by PURA.

www.yankeegas.com/switchtogas/ Residential Landing Page Search engine optimized content: Tools Videos Conveniently located on a single page 24/7 Touch Point The DIMP marketing campaign for 2014 will begin with a letter that will be sent to roughly 450 non-gas prospects who live in the areas where this year’s projects are located.

Compelling and relevant web content Fuel Comparison Calculator Gas Availability Tool The total page views in January for the space heating calculators increased 28% over January of last year. Source: J:\My Documents\Metrics-Statistics-Stat Calculators\Web Trends Weekly Analysis\2014\Yankeegas.com Website Stats-WebTrends10 2014 1-6-14.xlsx (tab labeled “Apogee Calculators Graph”) Appliance Videos

Web Analytics Web activity closely tracked Campaigns are adjusted based on activity levels

Outbound Marketing Campaigns - Post cards The DIMP marketing campaign for 2014 will begin with a letter that will be sent to roughly 450 non-gas prospects who live in the areas where this year’s projects are located.

Outbound Marketing Campaigns – Letters The DIMP marketing campaign for 2014 will begin with a letter that will be sent to roughly 450 non-gas prospects who live in the areas where this year’s projects are located. QR Codes direct readers to a specific page on yankeegas.com.

Measurable Results The DIMP marketing campaign for 2014 will begin with a letter that will be sent to roughly 450 non-gas prospects who live in the areas where this year’s projects are located. Conversion Campaigns Drive Phone and Web Traffic within 2 weeks

Web Content Videos Shared content on Facebook Downloadable brochure Online Sign Up Members Only

Targeted Outbound Marketing Prospects Existing Customers Cancelled Customers (Win Back) Campaigns are adjusted based on results

Direct Mail Integrates Web Content & Social Media QR Code Links to videos and other pertinent content “Vanity” URL www.yankeegas.com/peaceofmind Helps customers navigate easily to the appropriate web Examples: Social media

Members Only Content Content Service contract customers provide an email address to access exclusive web content Content Online contract details Equipment covered Contract effective dates Contract price Natural Living Magazine Equipment tips Safety tips

Off Main and Expansion Marketing

Microsite Developed

Why a Microsite? A focused path Branding for a new target market Drives increased public interest Ability to test your market Facilitates efficient email campaigns Faster development Fewer overcrowded home pages

Off Main Email Marketing Email Message #2: Try the Yankee Gas Fuel Comparison Calculator Email Message #1: Thank You for Your Interest in Natural Gas

Prospect Interest Will Allow Us to Prioritize Expansion Opportunities