National Fuel
April 15th marks the end of the annual heating moratorium, leaving National Fuel’s customers vulnerable to potential utility shutoffs. Recognizing the financial strain and growing heating bill debts many of its customers faced, National Fuel wanted to promote its retroactive payment assistance programs.
Financial hardship makes falling behind easier than catching up, and seeking help can feel daunting. We wanted to reframe the narrative by positioning payment support as a pathway, not a destination. But their customers’ debt levels varied, and the communities we needed to reach were widespread. We’d need to rely heavily on segmentation to tailor our communications to fit specific needs.
We invited National Fuel’s customers to catch up—both on their bills and on information about National Fuel’s payment options. Our campaign, “Let’s Catch Up,” paired clear, easy-to-understand information with actionable next steps. No confusing fine print or complicated processes—just straightforward guidance to reach customers with assistance. Our approach used hyper-targeted outreach and segmentation data to identify the neighborhoods most in need, and reach them with tailored out-of-home and social media placements. We also supported National Fuel’s segmented email strategy, ensuring messaging was focused on each customer’s unique situation.
By cutting through the confusion with targeted outreach and accessible information, we helped National Fuel drive meaningful engagement and enrollment in critical payment assistance programs. It was all about empowering customers to regain control of their finances and their bills—with National Fuel by their side.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.