DV 2010 Membership Recruitment

DV 2010

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CONSORTIUM WORKS TOWARD NEW VISION FOR ELECTRICAL DISTRIBUTION

“DV 2010″ stands for Distribution Vision 2010, and it’s also the goal of a new company whose shareholders are electrical utilities with a common vision. In their words, they want to effect a step function change in the level of power quality and reliability they deliver to their customers. They do this by designing pilot projects to be deployed on their own distribution grids, and by leveraging their combined experience and buying power to obtain needed innovations in distribution products and technology.

DV 2010 needed to recruit new member companies. The target audience includes research and development engineers, senior operations and planning managers at investor-owned utilities in North America. Companies’ decisions to join were considered, involved multiple sign-offs and were based in some part on the utility’s financial well-being. In addition, DV2010 wanted member companies willing to participate in active pilot projects.

We knew that the target audience is increasingly pressed for time, and receives a plethora of email and mail solicitations, often filtered through an administrative assistant or gatekeeper. So, we designed a membership recruitment campaign that included a dimensional direct mail package intended to break through the clutter and garner attention and interest. The sole call to action on the mail piece was to accept our follow up telephone call when it was made. A week after the mail drop we followed up with telephone contact from current DV 2010 members who are their peers in the utility industry. Prospects were invited to attend a daylong seminar and demonstration of one of the DV 2010 pilot projects.

DV 2010’s original membership consisted of six utilities. They now have six new members, with interest from several others.

BROWSE OTHER COOPER CASE STUDIES:
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Regulator Literature Series