When it comes to utility outreach, timing can make or break the success of a campaign. Whether you’re promoting assistance programs, seasonal conservation tips, or digital billing options, the question remains: When is the best time to share your message?
Too often, utility companies push out content without strategy, simply to check a task off the list. But effective outreach programs require clear goals, behavioral objectives, and a plan for when messages should be distributed. For utilities, this planning ensures that households, families, and entire communities actually take action. Strategic planning also makes it easier for communities to access the resources and support they need.
The Two Traditional Approaches to Outreach
Option One: Share Content in Advance
This strategy sets the stage for later action. By providing education and resources a month or two ahead of time, you give people the chance to plan, budget, and prepare.
Examples:
- Landscaping guidance sent before the start of summer encourages residents to adopt drought-resistant practices.
- Energy efficiency programs promoted before peak usage seasons help households plan for lower costs and healthier lifestyles.
Retail offers a perfect comparison: swimsuits appear in February, months before summer. Similarly, utilities that plant the seed early can influence behavior before demand spikes.
Option Two: Act in the Moment
This approach communicates only when the issue is urgent or seasonal. Think of it as the “weekend sale” model.
Examples:
- Promoting storm drain care only during rainy months.
- Sharing conservation reminders only when high water use or an energy crisis hits.
While reactive messaging works for immediate behavior change, it often misses long-term opportunities.
Target Audience Identification
When it comes to federally funded assistance programs like the Low Income Home Energy Assistance Program (LIHEAP), understanding the target audience is essential for effective outreach. These programs are designed to support low-income households and individuals who struggle to pay their home energy bills, often facing difficult choices between keeping the lights on and meeting other basic needs. For many, an unexpected energy crisis can threaten not only their comfort but also their health and well-being, especially for families with children, seniors, or those with medical conditions.
The outreach program’s primary goal is to connect these eligible households with the assistance, education, and resources they need to access affordable energy and essential services. By working closely with utility companies and human services departments, outreach teams help individuals and families navigate the often complex process of applying for and receiving benefits. This includes providing clear guidance on eligibility, the application process, and the range of programs available—from help with energy bills to weatherization services that can lower costs year-round.
By focusing on the unique needs of each community, these programs ensure that support reaches those who need it most. Whether it’s helping a family avoid disconnection, providing resources to reduce monthly costs, or offering education on energy-saving practices, the aim is to empower individuals to take control of their energy use and improve their quality of life. Ultimately, targeted outreach helps build stronger, healthier communities by ensuring that everyone—regardless of income or background—has access to the support and benefits they need to thrive.
The Best Strategy: A Blended Approach
Goldstreet recommends Option Three: a combination of advance messaging and timely reminders. Marketing research shows that people need to see a message multiple times before taking action. By layering communication, utility providers can ensure greater impact.
How it works:
- Step 1: Provide information in advance. Share drought-resistant landscaping or water conservation tips a few months before the season. This gives households time to plan, apply for rebates, or explore available resources.
- Step 2: Reinforce at the right time. As the season begins, remind residents of the same programs and provide additional tips. This ensures they take action when it matters most.
This “Christmas Strategy” creates consistent impressions, boosts engagement, and ensures outreach programs deliver real results for the community.
Applying the Strategy to Utility Companies Outreach
This dual-timing approach works across a wide range of services:
- Assistance programs – Promote eligibility and the application process well before deadlines. Then, send reminders as the final dates approach to ensure more applicants receive benefits. Outreach also helps applicants meet program requirements and qualify for assistance by guiding them through the necessary steps.
- Energy conservation – Share seasonal education on weatherization or efficient appliance use months before high-demand periods, then reinforce during peak energy use.
- Billing and payment programs – Provide early guidance on auto-pay or pre-pay options, followed by reminders right before billing cycles.
- Stormwater and public health – Launch outreach programs for yard debris, pet waste, or storm drain awareness in advance, then highlight urgent reminders when heavy rains begin.
Programs like LIHEAP are administered by the U.S. Department of Health and Human Services (HHS). For assistance inquiries, you can contact the NEAR number for more information.
Understanding utility disconnection policies and policy guidelines is essential for applicants to avoid service interruptions.
The result: more informed individuals, higher participation, and stronger community impact.
Why Timing Matters for Communities
Utility outreach is more than a one-off announcement. Done right, it:
- Provides assistance when families need it most.
- Ensures eligible households don’t miss out on federally funded assistance or state-backed programs.
- Helps utilities reduce strain on infrastructure during peak usage.
- Builds stronger relationships between utility companies and the communities they serve.
- Enriches the lives of individuals and families by supporting their well-being and enabling them to focus on education, work, and other important activities.
By communicating today and again when the time is right, outreach programs deliver measurable results that prevent waste, lower costs, and improve quality of life. These programs work to prevent energy crises by ensuring households have access to essential services, supporting community resilience and safety.
Partner With Goldstreet for Utility Outreach
At Goldstreet Designs, we understand that effective outreach for utilities requires more than creative graphics. It takes strategy, timing, and repetition. We specialize in helping utility companies and local governments:
- Create outreach programs that reach the right audience
- Provide education and resources in ways that encourage action
- Align messaging across print, digital, and community channels
Together, we can help your team set goals, build awareness, and deliver results for your community.
Contact Goldstreet Designs today to learn how to maximize the impact of your utility outreach campaigns.
