In Service to Customers In response to the rising cost of energy Roger Woodworth Marketing Executives Conference | October 2008

Engaging all customers in wise use

Keeping features fresh

Demand Response Direct Mail Bill Inserts Community Outreach Program Sheets Print Ads Aligning collateral for impact

LIHEAP: Federally-funded Low Income Heating Assistance Program LIRAP: Avista’s tariff-rider funded Low Income Rate Assistance Program (Washington and Oregon) Project Share: Avista and customer-funded emergency heating assistance program $10.2M $10.7M $11.6M Continuing support for those in need

Single woman and her adult daughter with four disabled children. She receives DSHS subsidy. Woman with four kids whose husband was recently deployed. She works full time. Single woman, one child. Woman is going through radiation and chemo. She receives financial help from her in-laws. Couple with three children. Both work full time. Couple with two children and grandchild at home. He was injured at work. He’s been through re- training and unemployment. Couple with five children. One child is disabled and wife is disabled. He works part time. She receives disability. Understanding the newly vulnerable 72 yr old man & 71 yr old woman. She works part time and he receives SSI.

Build lasting ways to ease the burden of energy costs for customers most in need Do so in ways that build goodwill through personal and caring connections with customers Refreshing our community strategy

 Owning grant assistance communications  Integrating conservation education efforts  Investing extra for seniors and kids  Getting better facts about the needs Amending and integrating our outreach

Owning the communication  Extends our touch with limited income customers  Offers extra help beyond the grant (coupon, tips, kit) One Free CFL

Personalizing the company Every Little Bit Kits

Integrating messages across channels KREM “Power to Conserve”  Sixth Season – 351,000 households reached  Leverages credential of popular weather-caster  DVDs of program and “how-to” for kits

Focusing on seniors and caregivers Targeting senior publications Targeting caregiver support Web sites

Project Share Charity Golf Tournament Partnering to profile the need

Helping others help, helps all Gift baskets of local crafts Locally-sourced, branded coffee

Seed energy conservation behaviors as way of life to help the planet Use multiple channels to reach kids – media, website, teachers, parents & community organizations Create classroom-based tools that support learning achievement goals Use Wattson mascot for awareness, visibility & connection with kids Something especially for kids

Investing today for tomorrow

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