Allegheny Power EmPOWER MD General Awareness Campaign Summary General Awareness Campaign Workgroup Meeting March 11, 2009

2 General Awareness Campaign (GAC) WG Ideas on Objectives and Role  The GAC’s primary intent is to have consistent message concepts which promote awareness of:  The EmPOWER MD Act: a partnership between Utilities and the State to promote energy efficiency and conservation with messaging around:  controlling your bill  planning for the future (reliability)  environment  benefits of ENERGY STAR  The EmPOWER MD Surcharge: a common, consistent approach - the charge for a typical customer and the message that savings will more than offset the surcharge - will be sought but may vary among utilities  Call to action to participate in Individual utility programs, including emphasis on low income program availability  The GAC WG should establish a common reference to communicate savings opportunities without conflict (ex. Plasma TVs use x% more energy than LCD TVs, where the x% is the same for all utilities)

3 General Awareness Campaign (GAC) WG Ideas on Objectives and Role  Flexibility of specific messaging should be encouraged to ensure messaging speaks to each utility’s market (example: Vampire Power vs. Phantom Power vs. Plug Power)  Each utility will administer the GAC within their service territories using the EmPOWER MD messaging concepts developed for item 1 above by the GAC WG as well as promoting individual utility programs through utility specific market messaging.  Measurement and Verification: Utilities will measure general awareness effectiveness through existing customer satisfaction surveys or other individual utility efforts.  The GAC will provide guidance rather than approve communication pieces. Utilities will be encouraged to supply the GAC with draft materials and the GAC members will be expected to respond within 3 days if they have input/suggestions. However, the Utility will have the final determination on final ad copy.  The GAC will initially meet monthly and move to quarterly meetings after awareness programs are launched.

4 Allegheny Power’s General Awareness Campaign Status and Key Drivers 12/31 Commission Order approved design of a majority of Allegheny Power programs, including its General Awareness Campaign. Allegheny Power’s General Awareness Campaign estimates spending $8.4 million during The Campaign’s goal and the associated budget are to disseminate general energy efficiency and conservation (EE&C) messages under our Watt Watchers brand and to drive customers to other Allegheny Power EE&C programs. Allegheny will seek innovative methods to reach low and moderate income customers. Allegheny Power will work for the timely launch of programs by: Re-filing updated and redesigned programs by March 31, 2009 for Commission’s approval. Introducing general awareness implementation plan in March Launching awareness campaign in second quarter Completing program-specific marketing plans for anticipated program launches in the third quarter of 2009.

5 Sample Awareness Messages without Direct Program Tie General Awareness Primary Messages: Deliver general energy-saving advice to all classes of customers, including special messages to hard-to-reach segments, such as low-income residents. Encourage little changes in behavior that can add up to big savings when it comes to electricity usage. Create awareness of the many resources available to customers through MEAP and other programs. Educate consumers on the value of Energy Star purchases. Drive home the message that participation in energy conservation programs will help offset the surcharge. General Awareness Secondary Messages: Recognize EmPOWER Maryland as a statewide effort to reduce energy consumption and increase energy efficiency to secure Maryland’s energy future and preserve our environment.

6 Reaching Across Our Customer Network with a Multi-Media Approach Mass media such as print and radio advertisements will provide the opportunity to cover Allegheny Power’s entire service area. Bill inserts and direct mail will be used to create targeted communication to various sub-segments of Allegheny Power’s customers. Innovative approaches, including non-traditional media vehicles such as: “Turn out the light” switch plates “Keep the refrigerator door closed” magnets Reusable shopping bags with EE&C messaging Social media messages Customized s Internet advertising and Website support Transit and Bus Shelter advertising targeting ‘hard-to-reach’ audiences. Collateral materials aimed at giving consumers more detailed information on conservation tips and resources.

7 Reaching Across Our Customer Network with a Multi-Media Approach Series of posters in high schools and Universities (such as Frostburg State University) encouraging energy efficiency. Community Based Outreach, including special events aimed at creating awareness and educating ‘hard-to-reach’ audiences about EE&C. This will provide the opportunity to talk face-to- face with customers. Public relations support, including program and milestone press releases to create immediate awareness among customers and community leaders. Fliers/Handout material available to agencies that provide assistance to low-income customers; link from agency websites to information on Allegheny Power’s website; place material at Maryland employment offices/job centers.

8 Engaging Our Education Communities To engage the education community and to create statewide excitement, explore the idea of a statewide Energy Efficiency and Conservation General Awareness Campaign Contest. Universities and Colleges K – 12, public and private Winning entries will be used to promote statewide awareness of EmPOWER MD objectives. Winning schools will receive contribution toward scholarship programs and after school activities. General Awareness Campaign funds will be used to directly engage education communities in the energy efficiency and conservation discussion and efforts.