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

2. 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.

3. 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.

4. 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-WebTrends xlsx (tab labeled “Apogee Calculators Graph”)
Appliance Videos

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

6. 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.

7. 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.

8. 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

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

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

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

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

14. Off Main and
Expansion Marketing

15. Microsite Developed

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

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

18. Prospect Interest Will Allow Us to Prioritize Expansion Opportunities