ELECTRIC ENERGY | Spring 2020 - 18

Other interactive elements include an energy usage calculator and a
video library page.
Details of key features and benefits of the new site include:
Feature

Benefit

Energy
Efficiency Tips/
FAQs

Browseable interactive section with common
energy efficiency Quick Wins

Energy Usage
Calculator

Customer gains knowledge of usage of individual
appliances and the percent of their total bill

Educational
Videos

Providing a base level of knowledge for how things
work

How-To Videos

DIY education so bill paying customers can
perform tasks to save customers money by
lowering energy usage

Podcasts
(Future)

Technology progressive content to reduce energy
usage

The Energy
Consultant
(Future)

Engage in face-to-face interaction with your
trusted energy partner, OPPD.

Renew Your Arc Flash Study Today
Protect your employees and avoid severe financial penalties!
NFPA requires all arc flash analysis data be reviewed when changes to the
electrical system occur, or at least once in five years, whichever comes first.
Regular evaluation of electrical hazards is essential to ensure worker
safety and compliance.
Are you compliant with the most recent updates of NFPA 70E standard and
IEEE 1584 guide?
y	 Single-phase and DC system analysis techniques
y	 Arc flash considerations for equipment 240 V and below
y	 Revised calculation methods for incident energy and arc flash boundaries
LET'S GET IN TOUCH!
To learn more, call us (1-877-468-6384)
or visit us at www.ers.vertiv/arcflash

18  ELECTRIC
997481_Vertiv.indd
1

ENERGY | SPRING 2020

2/12/20 3:45 AM

OPPD scripted and filmed video segments for a series of energy education videos that will be added to continually:
■	 Preparing Your Home for Fall & Winter
■	 Heat Pumps
■	Airflow
■	Insulation
■	 Sealing Ductwork
■	 Space Heaters
■	 Watt Detector

GETTING THE WORD OUT
Following the development of the web pages and new content, OPPD
worked to inform customers about these new resources. The utility deployed
a two-month campaign using an omni-channel approach that targeted the
three audience segments. OPPD used channels that included radio ads,
social media posts, an email campaign and digital placements.

RADIO
For the radio spots, OPPD provided 25 scripts to their partner to fill the
allotted 60-second blocks.
The ads were produced by the stations with instruction on tone-friendly,
upbeat, positive-and used the same music from the Energy Efficiency
Education videos.
Each spot began with "Welcome to another OPPD Energy Efficiency
Minute" and played during morning drive time on various popular morning radio shows. This strategy was a cost-effective way to run radio over
an extended period of time. It increased frequency among a loyal listening
audience that tunes in at the same time every day.
Tips were created specifically with the time of year in mind-fall and
the beginning of winter-to increase relevance and helpfulness. Topics
ranged from getting your furnace inspected to fixing drafts in your house,
among others.

SOCIAL MEDIA
Demographic and psychographic targeting was used based on three
identified audiences:
■	 Growing families: Facebook and Twitter
■	Tech-savvy homeowners: Facebook and Twitter
■	Cost-conscious seniors: Facebook only
Additionally, to ensure the social spend was contained to only OPPD
customers, geographic targeting was used for the OPPD service area zip
code list.
Three sets of ads were created for each of the three target audiences.
Additionally, OPPD ran an ad for Energy Efficiency Day on Oct. 2.
Based on the goal of educating OPPD customers, this diversity of ads
served to educate customers with situations they may relate to and find
helpful. Content and images were created to be relevant to those audiences
but also branded cohesively for the campaign.
OPPD was also able to optimize among the three ads in each set to
promote the best performing ads. Having at least two social media ads per


http://vertivco.com http://www.ers.vertiv/arcflash

ELECTRIC ENERGY | Spring 2020

Table of Contents for the Digital Edition of ELECTRIC ENERGY | Spring 2020

Letter from the 2019-2020 RMEL President
Letter from the Executive Director
RMEL Board of Directors
The Future of Customer Experience in the Energy Industry
Customer Experience and Target Segmentation for Utility Solutions
Data as a Tool for Utility Customers
Intelligence at the Edge: Addressing the New Challenges and New Opportunities of the Modern Grid
Tucson Electric Power Increases Customer Convenience with Personalized Tools
RMEL’s 117th Fall Executive Leadership and Management Convention is Heading to Denver
2020 Calendar of Events
Member Listings
Foundation Board of Directors List
Advertisers’ Index
ELECTRIC ENERGY | Spring 2020 - Intro
ELECTRIC ENERGY | Spring 2020 - bellyband1
ELECTRIC ENERGY | Spring 2020 - bellyband2
ELECTRIC ENERGY | Spring 2020 - cover1
ELECTRIC ENERGY | Spring 2020 - cover2
ELECTRIC ENERGY | Spring 2020 - 3
ELECTRIC ENERGY | Spring 2020 - 4
ELECTRIC ENERGY | Spring 2020 - 5
ELECTRIC ENERGY | Spring 2020 - Letter from the 2019-2020 RMEL President
ELECTRIC ENERGY | Spring 2020 - 7
ELECTRIC ENERGY | Spring 2020 - Letter from the Executive Director
ELECTRIC ENERGY | Spring 2020 - 9
ELECTRIC ENERGY | Spring 2020 - RMEL Board of Directors
ELECTRIC ENERGY | Spring 2020 - 11
ELECTRIC ENERGY | Spring 2020 - The Future of Customer Experience in the Energy Industry
ELECTRIC ENERGY | Spring 2020 - 13
ELECTRIC ENERGY | Spring 2020 - 14
ELECTRIC ENERGY | Spring 2020 - 15
ELECTRIC ENERGY | Spring 2020 - Customer Experience and Target Segmentation for Utility Solutions
ELECTRIC ENERGY | Spring 2020 - 17
ELECTRIC ENERGY | Spring 2020 - 18
ELECTRIC ENERGY | Spring 2020 - 19
ELECTRIC ENERGY | Spring 2020 - Data as a Tool for Utility Customers
ELECTRIC ENERGY | Spring 2020 - 21
ELECTRIC ENERGY | Spring 2020 - 22
ELECTRIC ENERGY | Spring 2020 - 23
ELECTRIC ENERGY | Spring 2020 - Intelligence at the Edge: Addressing the New Challenges and New Opportunities of the Modern Grid
ELECTRIC ENERGY | Spring 2020 - 25
ELECTRIC ENERGY | Spring 2020 - 26
ELECTRIC ENERGY | Spring 2020 - 27
ELECTRIC ENERGY | Spring 2020 - Tucson Electric Power Increases Customer Convenience with Personalized Tools
ELECTRIC ENERGY | Spring 2020 - 29
ELECTRIC ENERGY | Spring 2020 - 30
ELECTRIC ENERGY | Spring 2020 - 31
ELECTRIC ENERGY | Spring 2020 - RMEL’s 117th Fall Executive Leadership and Management Convention is Heading to Denver
ELECTRIC ENERGY | Spring 2020 - 33
ELECTRIC ENERGY | Spring 2020 - 34
ELECTRIC ENERGY | Spring 2020 - 2020 Calendar of Events
ELECTRIC ENERGY | Spring 2020 - Member Listings
ELECTRIC ENERGY | Spring 2020 - 37
ELECTRIC ENERGY | Spring 2020 - Advertisers’ Index
ELECTRIC ENERGY | Spring 2020 - cover3
ELECTRIC ENERGY | Spring 2020 - cover4
https://www.nxtbook.com/naylor/RMET/RMET0320
https://www.nxtbook.com/naylor/RMET/RMET0220
https://www.nxtbook.com/naylor/RMET/RMET0120
https://www.nxtbook.com/naylor/RMET/RMET0319
https://www.nxtbook.com/naylor/RMET/RMET0219
https://www.nxtbook.com/naylor/RMET/RMET0119
https://www.nxtbook.com/naylor/RMET/RMET0318
https://www.nxtbook.com/naylor/RMET/RMET0218
https://www.nxtbook.com/naylor/RMET/RMET0118
https://www.nxtbookmedia.com