1. Your Energy Campaign Update
October 2017
YourEnergyAmerica.com

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

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

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

5. What Have We Learned? Your Energy 8,459 112,544 7,182 The Details
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. Virginia Community Program
The Details
Virginia Community Program
Impressions: 203,422,869
Registrants: 4,344
Facebook Champions: 5,816
Community Engagements: 52
Paid Media
Registrants
Facebook Champions
Briefings
Large Consumer Event
Your Energy Events

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

8. Support for Dominion in Virginia
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. Connecticut Case Study
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 National Campaign State Campaigns
Leverage quality content driven strategy to drive conversation, identify champions and magnify supporter voices.
State Campaigns
Tiered state campaign structure to allow more states access to localized campaign resources.

11. Ongoing Campaign Management
Looking Forward
Ongoing Campaign Management
Consumer
Opinion Surveys
Lift
Studies
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.
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?

12. National Campaign Looking Forward 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. State Tiers Looking Forward Digital Campaign Community Operations
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 Specific Content
Data analysis and quarterly content calendar.