Avangrid
Avangrid, a leading sustainable energy company, is launching an ambitious smart meter rollout across New York State through two of its subsidiaries, Rochester Gas and Electric (RG&E) and New York State Electric and Gas (NYSEG), to install smart meters at all 1.4 million properties across their 17 divisions.
This program is a substantial investment in energy management technology and signals a shift toward data-driven utility services. However, RG&E and NYSEG encountered public misconceptions about the installation process. To reach customers and build awareness for their large-scale deployment efforts, they partnered with Mower.
Our research revealed a stark contrast between online perceptions of smart meters and actual customer concerns. While internet searches often raised questions about privacy, safety and monthly costs, we found that only 1.8% of the public has a generally negative view of smart meters.
Rather than address these relatively uncommon concerns, we focused on value-based messaging. Our goal was to highlight the benefits of smart meters—like convenience, knowledge and control—in a way that would resonate with most customers.
Using data-driven insights, we collaborated with RG&E and NYSEG to develop a comprehensive outreach and communications strategy. We began with extensive baseline research, including a survey of 9,000 customers that gauged their perceptions of smart meters.
We paired our research with in-person efforts—60 open houses and 80 community events, all aimed to educate the public about the benefits of smart meters and explain the installation process. And we initiated a robust communications plan that leveraged everything from TV and digital platforms to paid search and social media advertising.
Just halfway through our rollout, we’ve reached 94% awareness—14% higher than our goal. We’re also working towards a less than 1% smart meter opt-out rate, and are tailoring our media strategies to ensure success.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.