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MA HES 2013-2016 Marketing Plans and Calendars.Xlsx Colonial Gas Company d/b/a National Grid D.P.U. 16-169 Attachment CLC-2-3 February 21, 2017 H.O.: Caroline Conti 2013 Home Energy Assessment Marketing Page 1 of 4 Marketing Reached Cape Cod January February March April May June July August September October November December Publisher/Subject Tactic Media Cost customers with natural gas heat? 31 7 14 21 28 4 11 18 25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 8 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 Undertone Ad Network Online Banners Y 7/8 - 10/6 $13,485 Collective Ad Network Online Banners Y 7/8 - 10/6 $8,215 Boston.com Online Banners Y 7/8 - 10/6 $21,495 Boston.com, CBSBoston.com, ESPN.com/Boston, Online Banners Y 2/1 - 6/30 $90,921 TheBostonChannel.com Undertone Ad Network Rich Media Online Banners Y 9/1 - 10/31 $17,811 Collective Ad Network Rich Media Online Banners Y 9/1 - 10/31 $17,761 Undertone Ad Network :15 Pre-Roll Videos Y 8/19 - 11/17 $39,570 Undertone Ad Network :15 Pre-Roll Videos on Tablets Y 8/19 - 11/17 $32,100 Collective Ad Network :15 Pre-Roll Videos Y 8/19 - 11/17 $42,885 Boston.com :15 Pre-Roll Videos Y 8/19 - 10/20 $7,036 YouTube :15 Pre-Roll Videos Y 8/19 - 11/17 $6,000 WBZ Radio Spots Y 4/1 - 9/30 $166,441 Facebook Ads Y 6/17 - 11/17 $5,000 Paid Search Y 6/17 - 11/17 $7,500 Weatherization Bonus Direct Mail + E-Mails Y 9/1 - 11/30 $76,801 Early Boiler Replacement Direct Mail Y 5/1 - 7/30 $83,631 Follow-Up on Assessment Recommendations E-Mails Y Year-Round $5,096 $641,748 Colonial Gas Company d/b/a National Grid D.P.U. 16-169 Attachment CLC-2-3 February 21, 2017 H.O.: Caroline Conti 2014 Home Energy Assessment Marketing Page 2 of 4 Marketing Reached Cape Cod January February March April May June July August September October November December Publisher/Subject Tactic Media Cost customers with natural gas heat? 306 1320273 1017243 101724317 1421285 1219262 9 1623307 1421284 1118251 8 1522296 1320273 1017241 8 1522 Undertone Ad Network Online Banners Y 1/6 - 6/30 $0 Added Value Undertone Ad Network Rich Media Online Banners Y 2/1 - 5/31 $50,810 Boston.com Rich Media Online Banners Y 2/1 - 5/31 $25,405 Undertone Ad Network :15 Pre-Roll Videos Y 1/6 - 3/31 $30,000 Undertone Ad Network :15 Pre-Roll Videos on Tablets Y 2/1 - 4/30 $30,000 :15 Pre-Roll Videos + Companion Online Adap.TV Digital Video Ad Network Y 1/6 - 6/30 $30,000 Banners Boston.com :15 Pre-Roll Videos Y 1/6 - 6/30 8/1 - 9/30 $24,368 YouTube :15 Pre-Roll Videos Y 1/6 - 6/30 $11,973 WBZ 1030 News Radio Radio Spots (Weather Sponsorship) Y 2/17 - 3/30 $25,049 Facebook Ads Y 1/6 - 6/30 $6,000 Paid Search Y 1/6 - 6/30 8/1 - 9/30 $11,966 Weatherization Bonus Direct Mail + E-Mails Y 4/21 - 8/31 $41,139 Early Boiler + Early Furnace Replacement Direct Mail + E-Mails Y 4/14 - 10/31 $30,142 Refrigerator Follow-Up Direct Mail No 7/28 - 8/10 $1,894 Follow-Up on Assessment Recommendations E-Mails Y Year-Round $198 $318,944 Colonial Gas Company d/b/a National Grid D.P.U. 16-169 Attachment CLC-2-3 February 21, 2017 H.O.: Caroline Conti 2015 Home Energy Assessment Marketing Page 3 of 4 Marketing Reached Cape Cod January February March April May June July August September October November December Publisher/Subject Tactic Media Cost customers with natural gas heat? 295 1219262 9 16232 9 1623306 1320274 1118251 8 1522296 1320273 101724317 1421285 1219262 9 1623307 1421 Centro Brand Exchange Ad Network Online Banners Y 4/1 - 4/30 $8,831 Boston.com Online Banners Y 4/1 - 4/30 $8,418 MA Editions of Country Living, Elle Décor, HGTV, HouseBeautiful, July Issues, Full Page Magazine Ads Y $21,110 More, Real Simple, This Old House, and Traditional Home Magazines which ship to subscribers in June The Eagle-Tribune (Andover, North Andover, Methuen, Lawrence + Haverhill), The Salem News, The Daily News of Newburyport, 1/4 Page Newspaper Ads No 4/28 $3,292 Gloucester Daily Times Berkshires: WBRK-FM, WNAW-AM, WSBS-AM, WUPE-FM. Boston: WBMX-FM, WBOS-FM, WBQT-FM, WBZ-FM, WEEI-FM, WKLB-FM, Y $0 WMJX-FM, WROR-FM, WXKS-FM, WXRV-FM, WZLX-FM. Cape Cod: Radio Tags (Boston, Cape Cod, New 3/1 - 4/29 Added Value from WCIB-FM, WCOD-FM, WPXC-FM, WQRC-FM, WXTK-FM. New Awareness Campaign Bedford/Fall River: WCTK-FM, WFHN-FM. Springfield: WAQY-FM, Bedford/Fall River stations) WMAS-FM, WWEI-FM. Worcester: WSRS-FM. Facebook Ads Y 2/1 - 4/29 $2,215 Social Media Content for Facebook and Twitter Y 1/1 - 4/30 $1,310 Paid Search Y 2/1 - 4/29 $2,937 Weatherization Bonus Direct Mail Y 4/1 - 8/31 $5,713 Early Boiler + Early Furnace Replacement Direct Mail + E-Mails Y 4/1 - 10/31 $25,289 Follow-Up on Assessment Recommendations Direct Mail Y 4/6 $6,758 Follow-Up on Assessment Recommendations E-Mails Y Year-Round $6,034 $91,907 Colonial Gas Company d/b/a National Grid D.P.U. 16-169 Attachment CLC-2-3 February 21, 2017 H.O.: Caroline Conti 2016 Home Energy Assessment Marketing Page 4 of 4 Marketing Reached Cape Cod January February March April May JuneJuly August September OctoberNovember December Publisher/Subject Tactic Media Cost customers with natural gas heat? 284 1118251 8 1522297 1421284 1118252 9 1623306 1320274 1118251 8 1522295 1219263 101724317 1421285 121926 Google Display Ad Network Online Banners Y 3/1 - 10/31 $8,085 Boston Magazine Online Banners Y 4/11 - 5/15 $3,511 AOL.com, MSN.com, etc. Online Banners for Renters Y 8/29 - 10/23 $9,386 CNN.com, Sports.Yahoo.com, etc. Online Banners for Moderate Income Y 8/29 - 10/23 $22,476 Centro Brand Exchange Ad Network Online Banners (desktop + mobile) Y 4/11 - 10/21 $57,768 Scripps Ad Network including HGTV.com + DIYNetwork.com Online Banners (desktop + mobile) Y 5/1 - 6/1 $13,913 Magnetic Media Ad Network Search Intent Retargeting Y 5/1 - 8/31 10/1 - 10/31 $24,000 Drawbridge Ad Network Mobile Banners Y 4/11 - 10/31 $28,750 Millennial Media Ad Network Mobile Banners Y 4/11 - 9/30 $18,000 Boston.com Native Ads (editorials) Y 6/15 - 6/30 $6,000 Scripps Ad Network including HGTV.com + DIYNetwork.com Native Ads (editorials) Y 6/1 - 7/15 $575 :30 Pre-Roll Videos + Companion Online Tremor Video Ad Network Y 6/15 - 9/30 $35,000 Banners Exponential Ad Network :30 Pre-Roll Videos Y 6/15 - 9/30 $35,000 YouTube :30 Pre-Roll Videos Y 6/15 - 9/30 $6,704 Berkshires: WNAW-AM, WSBS-AM, WUPE-AM/FM. Boston: WBMX-FM, 6/13 - 8/15 - WBOS-FM, WBQT-FM, WBZ-AM, WBZ-FM, WEEI-FM, WKLB-FM, WMJX- Radio Tags 2/24 - 3/27 4/11 - 4/24 5/16 - 5/29 7/11 - 7/24 9/12 - 9/25 10/10 - 10/23 Y 6/19 8/21 $0 FM, WROR-FM, WXKS-FM, WXRV-FM, WZLX-FM. Cape Cod: WCIB-FM, (Boston, Cape Cod, New Added Value from WCOD-FM, WPXC-FM, WXTK-FM. New Bedford/Fall River: WCTK-FM, 6/13 - 8/15 - 10/10 - Awareness Campaign WFHN-FM. Springfield: WAQY-FM, WLZX-FM, WMAS-FM. Worcester: Radio Spots Bedford/Fall River stations) 7/11 - 7/24 9/12 - 9/25 6/19 8/21 10/16 WSRS-FM. Facebook Ads Y 2/1 - 10/31 $6,817 Social Media Content for Facebook and Twitter Y Year-Round beginning on 5/1 $7,500 Paid Search Y 1/4 - 12/31 $2,649 Point of Purchase Signage in 21 Hardware Stores (Ace, True Floor Graphics, Stand Up Displays, No (none of the stores were located 10/3 - 11/27 $20,000 Value, etc) Counter Mats, Counter Cards on Cape Cod) Weatherization Bonus Direct Mail + E-Mails Y 5/15 - 8/31 $15,441 Refrigerator Follow-Up Direct Mail + E-Mails No May August $2,500 Renter Direct Mail Y 9/19 - 10/9 $15,293 Moderate Income Direct Mail Y 9/19 - 10/9 $32,861 Follow-Up on Assessment Recommendations Direct Mail Y May November $37,467 Follow-Up on Assessment Recommendations E-Mails Y Year-Round $4,827 Energy Savvy Online Survey Respondents E-Mails Y Year-Round beginning on 7/18 $900 Refrigerator Follow-Up Magnets No Year-Round $1,276 Bill Insert Y July $12,306 $429,005.
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