Sept. 2, 2009

Media contact: Nora Doyle, Community & Media Services specialist, (253) 502-8117

When Tacoma Power needed new ways to educate people about energy conservation, it had to look no further than its own customers for ideas on how to do it. They said they wanted humor mixed with good information, and that’s what the utility is trying to deliver. The utility kicked off its new energy conservation campaign this week, featuring a cast of characters who promote Tacoma Power’s energy-efficiency programs – with a twist to the usual details.

• Judy knows how to rock a boa and be energy efficient. Judy on YouTube.

• Derek is a slouch at work but uses compact fluorescent lights at home. Derek on YouTube.

• Joan has a gift for gab and understands the value of sealed ducts. Joan on YouTube.

• Andy can’t get a date but can recycle his refrigerator. Andy on YouTube.

• Erika wants a husband and a weatherized house. Erika’s ad.

Tacoma Power’s characters show customers that everywhere they look – from quirky neighbors to self-absorbed co-workers – people are saving energy.

When Tacoma Power developed the marketing campaign, it used information gathered from focus groups and surveys to build its messages and theme. Customers understand the importance of conserving energy and that it’s their responsibility to do it, but wanted more specific information from the utility to make even better energy-efficiency decisions.

The campaign theme is “They Get It,” which, in a nutshell, is what customers said about themselves. The stories will be told by some characters who you might not expect to know much about energy efficiency. But they get it.

Tacoma Power must meet aggressive conservation goals set by Initiative 937 in 2006. The law requires Tacoma Power customers to conserve about five times as much power as they currently conserve. The utility must start meeting conservation targets in 2010.

For more information on Tacoma Power’s conservation programs, visit KnowYourPower.com or call (253) 502-8377.

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About Tacoma Power

Tacoma Power serves 168,000 customers in Tacoma, University Place, Fircrest and portions of Fife, Lakewood, Federal Way, Steilacoom, Fort Lewis, McChord Air Force Base and other portions of Pierce County. The utility includes five divisions: Transmission and Distribution, Generation, Rates, Planning and Analysis, Power Management and Click! Network. www.tacomapower.com