In a recent CEO’s Report, Russell Olson, CEO of Heartland Energy, details a new approach adopted by the South Dakota-based joint action agency to raise awareness about Heartland Energy’s electrification rebates.
Olson notes that Heartland Energy offers electrification rebates “as part of our commitment to helping public power utilities enhance reliability, meet growing energy demands, and support economic growth in their communities.”
“By incentivizing the adoption of electric technologies such as heat pumps, electric vehicles and water heaters, we can help utilities boost electric load in a manageable, strategic way,” Olson writes in his report.
“This not only increases system efficiency and revenue potential but also helps utilities strengthen customer relationships by facilitating the transition to cleaner, more sustainable energy solutions.”
He notes that Heartland Energy has long offered a variety of rebates to encourage the adoption of energy-efficient electric technologies, ranging from electric heating systems and water heaters to electric vehicle chargers and commercial equipment.
These programs “are designed to support utility customers in making smart, cost-effective upgrades while also increasing overall electric load -- a win-win for both consumers and public power providers,” Olson said.
Despite the value these incentives bring, one of the ongoing challenges has been raising awareness among end-use customers. “While utilities promote rebates locally and Heartland shares information through our website and social media channels, many potential participants remain unaware these savings exist,” writes Olson.
To bridge this gap, Heartland has developed a new approach to better connect with the people most likely to influence or make decisions about electric upgrades.
“We’ve created a comprehensive database of electricians, plumbers, contractors, and building centers throughout our service area. By marketing directly to these professionals, who often serve as trusted advisors to homeowners and businesses, we can more effectively spread the word about our incentives,” the Heartland Energy CEO said.
Heartland Energy is planning to utilize direct mail to educate them on the incentives as well as provide promotional materials they can give to clients when discussing their options.
This targeted outreach will complement the JAA’s ongoing communications on social media and through utility partners, creating multiple touchpoints to increase awareness and participation in its rebate programs.
“Ultimately, our goal is to empower more customers to take advantage of these opportunities and help utilities build a stronger, more efficient electric system,” wrote Olson.
“By expanding our outreach and engaging directly with the professionals who help shape energy decisions, Heartland Energy is taking a proactive step toward increasing participation in our rebate programs,” he said.
“These efforts not only enhance customer awareness but also strengthen the role of public power utilities in driving electrification and energy efficiency. Together, these efforts will ensure more customers take advantage of available rebates, maximizing the impact for both utilities and the communities they serve.”
