20211202Avista to Staff Attachment 5A.pdf

My Clean Energy
2021 Marketing Plan
All channel recommendations are proposed until scheduled.
Tactic Definitions
•Bill insert: paper promotion inserted into mailed
customer bills. Must be scheduled in advance.
Limited availability.
•Pop Up Promo (main): visual pop up box on home page of website with brief text and link to content. Can be geo-targeted. Limited availability.
•Pop Up Promo (interior): visual pop up box on content page of website with brief text and link to content.
•Web Content Update: updates to program
content as necessary or page revamps
scheduled in advance.
•Email Blast: targeted emails. Ability to embed
video, graphics, links to web or blog content.
•Connections Article: Print. brief article on
program specific content. WA/ID is combined.
(All residential paper bills, WA/ID, OR)
•E-Connections Article/Promo: Similar to email.
brief article on program specific content. WA/ID
is combined. Can embed video, etc. (Goes to all WA/ID/OR customers with email)
•Paperless Promo: graphical promo that appear on bottom of paperless bill notification (email). Can link to specific content.
•Mega Menu Promo: Promo area to the right of each navigation section on website. Brief text with call to action button.
•Linked In: social media business audience, ideal
for positioning, thought leadership
•Facebook: social media residential audience,
ideal for program specific content, calls to action
•Evolving Energy Newsletter: annual renewable
energy focused newsletter emailed to MCE
participants, former participants.
Tactics Calendar :: January-June 2021
January February March April May June
Bill Insert
Pop Up Promo
(Interior Page)
Pop Up Promo
(Main Page)
Web Content
Update
Email Blast
Connections Article No print in May
E-Connections
Article/Promo
Paperless Promo
Mega Menu Promo
Linked In
Facebook
Evolving Energy
Newsletter
MCE
Tactics Calendar :: July-December 2021
July August September October November December
Bill Insert
Pop Up Promo
(Interior Page)
Pop Up Promo
(Main Page)
Web Content
Update
Email Blast
Connections Article
E-Connections
Article/Promo
Paperless Promo
Mega Menu Promo
Linked In
Facebook
Evolving Energy
Newsletter
MCE