Question

Topic: Strategy

Low-income Energy Assistance

Posted by Anonymous on 11/26/2008 at 11:05 AM ET 125 Points
I work in the marketing department of a public utility company and we are trying to develop some creative ways to inform low-income customers of energy related assistance programs.

Possible ideas:
Information in bills – Bill stuffers
Newspaper Advertising
Public Announcements on radio and possible TV
Posters in Senior Centers
Posters in Lobby of our offices
Web link on the home page of our Web site

Is there anything else that I’m missing that could directly hit that demographic?
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RESPONSES

  • Posted by MarketGoGo on 11/26/2008 at 7:45 PM Accepted
    Where do low income people consume media?

    Information in bills – Bill stuffers --> I'm assuming that your target market probably reads their bills pretty carefully, looking to save every penny they can. So what about a message right on each bill?

    Public Announcements on radio and possible TV --> I wonder what station / price you could get? Again, I think Phil's idea would do wonders for you here.

    Posters in Senior Centers --> also ... Community Centers, Food Banks, Grocery Stores, Social Service Agencies, Hospitals, Police Stations, Banks, etc.

    What about web banner ads? I wonder how many low income people have access to computers? This might be a good place to again

    Also - if you work for a big utility company, maybe you could develop a device that would be on every ad your company produces. This would promote the low-income program. Then you could leverage all existing media that your company is producing.
  • Posted by Jay Hamilton-Roth on 11/26/2008 at 8:08 PM Member
    How about also income tax preparers and accountants?
  • Posted by michael on 11/26/2008 at 11:00 PM Accepted
    Most churches and non-profit organizations have contact with low-income families. Places like the local food pantry for example.

    Michael
  • Posted by Mikee on 11/27/2008 at 9:58 AM Member
    How about a phone campaign? You could call customers that are qualified. Be sure they are know you are from the utility and that you are trying to help with their needs.

    Mike
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