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National Grid: Promoting Income-Eligible Programs

Reaching out to income-qualified customers

National Grid offers a variety of programs to help low- and moderate-income customers manage and pay their monthly energy bills. They have dedicated customer advocates available to assist with explaining program details and how to qualify, and they host expos at neighborhood community centers to engage with their customers on a more personal level.

National Grid asked Mower to help with increasing awareness of their programs and drive adoption among target audiences. Mower developed a campaign and integrated plan to reach customers with messaging they could relate to, featuring the customer advocates as trusted advisors there to help. The campaign includes a mix of social media and digital advertising, bus shelter posters, community newspapers, direct mail and email.

Mower also developed a video featuring the customer advocates that was shared through paid social advertising, and it’s one of the most watched on the National Grid YouTube channel. The program is on track to hit its goal for the year, and engagement continues to grow.

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