Consumer Education
2016 Marketing & Sales Trends & Training Conference
March 30, 2016 - Savannah, Georgia
2015 APGA Marketing & Sales Award Category: Consumer Education “Dig with Care” City of Charlottesville – Public Utilities
Irene Peterson Utilities Marketing Coordinator
1
WHO WE ARE
• City-owned gas system • Charlottesville Gas: 20,000 customers 65% within city limits and 35% Albemarle County Population: City 44,000 and County 100,000
• Gas operation established in 1876
2
CHALLENGES BACKGROUND
• Excavation damage on the rise by professional excavators • Fail to follow the “Dig with Care” mandatory guidelines • “No reasonable care” type of gas damage jumped from 28% to 50% in 2013
3
PROGRAM DESCRIPTION
To address this issue and to decrease gas line damage, we created the following targeted educational programs for excavators: • Radio Spots: “Marty’s Minute” • VA 811 Day Celebration • Distribution of VA 811 Kits • Excavation Safety Luncheon
3
PROGRAM DESCRIPTION
Radio Spots: “Marty’s Minute” • Radios spots with the fictitious character known as “Marty.” • Marty is a contractor sharing his wisdom of safe digging
• The tone of the narration is very witty. • These spots aired during the early morning drive hours on a local Country Radio station.
3
PROGRAM DESCRIPTION
Radio Spots: “Marty’s Minute”
3
PROGRAM DESCRIPTION
VA 811 Day Celebration • VA811 Day event to celebrate safe excavation practices • Live radio DJ broadcast, giveaways, and free food
3
PROGRAM DESCRIPTION
VA 811 Day Celebration • Positive local media press coverage and excavator feedback
Story on the cover of the daily local newspaper
3
PROGRAM DESCRIPTION
Distribution of VA 811 Kits • Staff visited construction sites and handed out VA 811 Kits VA 811 T-shirt VA 811 bumper sticker Safe excavation guide
3
PROGRAM DESCRIPTION
Excavation Safety Luncheon • Hosted special training (with lunch provided) for local excavators, plumbers and building inspectors • The 1-hour presentation was led by Frank Hudik of the State Corporation Commission (SCC)
4
RESULTS
Since the safety program was launched, we experienced a 65% reduction in gas line damage caused by third party excavators (from 2.83/1000 tickets in 2013 to 1.82/1000 tickets in 2015).
65% 2.83 2.17 1.82
gas line damage caused by third party excavators (per 1,000 tickets)
Questions? Irene Peterson Utilities Marketing Coordinator [email protected] (434) 970-3812
March 30, 2016 - Savannah, Georgia
2015 APGA Marketing & Sales Award Category: Consumer Education “Dig with Care” City of Charlottesville – Public Utilities
Irene Peterson Utilities Marketing Coordinator
1
WHO WE ARE
• City-owned gas system • Charlottesville Gas: 20,000 customers 65% within city limits and 35% Albemarle County Population: City 44,000 and County 100,000
• Gas operation established in 1876
2
CHALLENGES BACKGROUND
• Excavation damage on the rise by professional excavators • Fail to follow the “Dig with Care” mandatory guidelines • “No reasonable care” type of gas damage jumped from 28% to 50% in 2013
3
PROGRAM DESCRIPTION
To address this issue and to decrease gas line damage, we created the following targeted educational programs for excavators: • Radio Spots: “Marty’s Minute” • VA 811 Day Celebration • Distribution of VA 811 Kits • Excavation Safety Luncheon
3
PROGRAM DESCRIPTION
Radio Spots: “Marty’s Minute” • Radios spots with the fictitious character known as “Marty.” • Marty is a contractor sharing his wisdom of safe digging
• The tone of the narration is very witty. • These spots aired during the early morning drive hours on a local Country Radio station.
3
PROGRAM DESCRIPTION
Radio Spots: “Marty’s Minute”
3
PROGRAM DESCRIPTION
VA 811 Day Celebration • VA811 Day event to celebrate safe excavation practices • Live radio DJ broadcast, giveaways, and free food
3
PROGRAM DESCRIPTION
VA 811 Day Celebration • Positive local media press coverage and excavator feedback
Story on the cover of the daily local newspaper
3
PROGRAM DESCRIPTION
Distribution of VA 811 Kits • Staff visited construction sites and handed out VA 811 Kits VA 811 T-shirt VA 811 bumper sticker Safe excavation guide
3
PROGRAM DESCRIPTION
Excavation Safety Luncheon • Hosted special training (with lunch provided) for local excavators, plumbers and building inspectors • The 1-hour presentation was led by Frank Hudik of the State Corporation Commission (SCC)
4
RESULTS
Since the safety program was launched, we experienced a 65% reduction in gas line damage caused by third party excavators (from 2.83/1000 tickets in 2013 to 1.82/1000 tickets in 2015).
65% 2.83 2.17 1.82
gas line damage caused by third party excavators (per 1,000 tickets)
Questions? Irene Peterson Utilities Marketing Coordinator [email protected] (434) 970-3812
