1. EBLASTS and 3D Billboards Laura Roberts June 13, 2013
2013 American Gas Association Best Practices Program
EBLASTS and 3D Billboards Laura Roberts June 13, 2013

2. Xcel Energy - Natural Gas Overview
NSP-Minnesota (NSPM)
9,750 miles Distribution Main
100 miles Transmission
NSP-Wisconsin (NSPW)
2,300 miles Distribution Main
2 miles Transmission
Public Service Co.
of Colorado (PSCo)
23,000 miles Distribution Main
2,350 miles Transmission
Combination Utility
Gas Operates in 7 States
Customers
1.9 million natural gas
PSCo = 1.3 million
NSPM = 0.5 million
NSPW = 0.1 million
Southwestern Public
Service (SPS)
*No residential gas customers
19 miles Transmission
35,050 miles of distribution main
2,471 miles of transmission pipe

3. Challenges Advancing the public’s awareness of utility safety hazards
Finding opportunities to share key safety messages, materials and information multiple times
Creating sustainable outreach to further encourage safe behavior
with emergency officials, at-risk workers including excavators and students
Finding opportunities to gain cost efficiency through dual-purpose programs (gas and electric) in light of budget constraints

4. Unique Practices or Processes
Annual Brochure to at risk workers
Business reply card to request materials
blasts
Link to request materials
Response rate measured by those who request materials
blasts response rate exceeds that of direct mail
8% versus 2%
Partner with Culver Co. to carry out blasts
Xcel Energy provides content, Culver deploys
Reach continues to grow through purchase of lists and collection of addresses when ordering materials

5. Email Blast Topics 2012 Topics 2013 Topics
Basic Facts About Electricity
If You Suspect a Natural Gas Leak
Understanding the Tolerance Zone
What to do if You Hit a Power Line
2013 Topics
Overhead and Underground Safety Practices
Are Overhead Power Lines Insulated? NO
Overhead Power Line Clearances
Don’t Rely on Your Nose Alone

6. SAMPLE

7. SAMPLE

8. SAMPLE

9. Conclusion – Email Blasts
Provides opportunity to share important safety information more frequently, in addition to the once a year direct mail
Provides opportunity to share both gas and electric safety messages -workers face hazards associated with both (underground utilities and overhead electric)
Demonstrates increased response to order free safety materials
Samples of positive feedback received:
“These tips and information pieces are great. I pass it on to all of my employees. Keep up the good work.”
“I thought this was an excellent and am planning on using it as our next safety topic for our upcoming service meetings.  Thanks.”
“I do like this series.  Topics so far have been well done.  Perhaps something on a gas leak in a home or office.”
“Nice , keep them coming!”

10. 3-D Billboard Advertising
For the past three years, 3-D billboards have been utilized in addition to traditional advertising tactics for the Natural Gas and Call Before You Dig messages
Why 3-D Billboards?
Grabs attention in a fun and unique way
Allows for conveying the dangers and encourage a safe response from customers
Breaks through the clutter

11. 3-D Billboard Advertising
2011
2012
2013
2013

12. Safety Billboards with Extensions
2013
2011
2012