Communications audit for enterprise

Electric Delivery Company

Business Objectives

An electric utility was working on an aggressive smart meter deployment plan. To ease deployments, they were implementing a campaign for educating homeowners with the goal of building trust in its advanced meter technology. In spite of all its efforts, the company was met with frosty public opinions and negative perceptions.

The Campaign

Penman PR was invited to conduct a communications audit of the CEC. Audit objectives were to identify how and what is being communicated to the public; uncover homeowner understanding and perception about smart meters and the company’s communications regarding; and reveal strengths and weaknesses in the campaign.

Priorities for the communications audit were to develop a solid understanding of the electric delivery provider’s internal practices and then determine consumer attitudes towards and understanding of smart meter technology. Penman PR sought to uncover homeowner attitudes toward smart meter educational communications, their level of knowledge about smart meters, the aspects of the smart meters that are most appealing, their major concerns about the technology, and how the company can most effectively address those concerns. The audit included interviews with company personnel, regulatory entity’s staff members, homeowner surveys and focus groups, and a thorough audit of the company’s plans and marketing / advertising materials.

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The Results

Although the utility company had been installing smart meters and communicating with the public regarding them for a couple years, homeowners and consumers were still not convinced that smart meters held significant end user benefits. In fact, we found a substantial number of homeowners who were vehemently opposed to them.

In analyzing 10 aspects of the utility’s communications campaign, we found it scored nine out of a possible 35 point set. Based on that analysis and consumer feedback, we redefined campaign objectives to align with organizational goals and devised a plan to take the smart meter education and marketing efforts from classic, early-stage technology messaging to meaningful engagements with customers. We suggested the utility eliminate costly marketing and advertising tactics that were not reaching consumers and replace them with real touch points.

Penman PR’s recommendations included door hangers, direct mail, community advocacy, a campaign directed to Spanish-speaking homeowners, social media, public relations and turnkey retailer education packages. When implemented, the new campaign will reach and educate consumers about smart meters, and it will save the utility several million dollars.