Office of the Ohio Consumers' Counsel

Home Skip Navigation Go to Section Menu

Aggregation Education Plan for Local Governments

Communicating the information to your community’s residents

A critical component of the aggregation process is providing accurate and timely information to the community’s residents. A solid communications plan incorporates education strategies that aim to increase a consumer’s understanding of the aggregation process and the potential benefits of a group buying program.

Aggregation is a simple concept, but it may be new for many consumers. As shoppers, consumers are accustomed to receiving a discount for bulk purchases of a commodity such as food or paper supplies, however they may not be familiar with the concept of purchasing energy “in bulk.” Some consumers will welcome the change in their energy service while others will be skeptical and will have many questions. Since local governments initiate the program, public officials will be expected to address consumer inquiries. For this reason, a community is wise to have a comprehensive communication and education plan in place.

Two goals of an aggregation communications plan are: (1) to increase awareness of aggregation and (2) to minimize consumers’ confusion. Awareness building should start as soon as the decision is made to aggregate. This section is designed to assist public officials with developing their communications plan, based on the Ohio Consumers’ Counsel’s (OCC) experience with aggregation education. At a minimum, consumers want answers to five questions:

- What is aggregation?

- Why should I participate?

- How much money can I save?

- Will my service be reliable?

- How do I enroll?

Messages developed for your education program should integrate answers to these questions in simplistic terms. The ideas outlined provide suggestions for ways to implement a program that will meet consumers’ needs. The OCC is available to assist communities in creating a communications plan.

Education Plan Ideas

Messages

When developing a plan, it is important to decide the key message points or themes the local government wants to deliver through the education program. Ideas for key messages on aggregation might include:

- Voting in favor of aggregation allows local officials to investigate cost-saving opportunities.

- Residents have the right to decline participation in the program.

- Local officials will seek the best offer for residents based on the community’s needs and potential savings.

- Residents receive the same reliable energy service.

- Become an informed consumer.

- The choice is yours to join the aggregation pool.

- Many communities have aggregated and their residents are saving money on their energy bills.

Strategies

There are a variety of strategies that can be used to reach consumers. An effective education plan uses approaches that maximize the reach of the aggregation message. This is important, since many local governments do not have the staff or the funding to commit to the effort. Some suggested strategies for educating consumers might include:

- Focus on local media to deliver the message of aggregation. Educating the local media about aggregation is a good way to increase the odds that accurate information will be shared with the community.

- Direct consumers to local government Web sites and/or an established telephone number for information. Consumers will want to know where to turn for more information. All information provided about aggregation should encourage residents to use the Web site and/or telephone number as a resource for information.

- Partner with community-based, faith-based and civic organizations to reach consumers. Local organizations have existing outreach efforts with residents. The education campaign should reach out to these groups to distribute aggregation messages and materials.

- Maximize public appearances by incorporating aggregation messages into presentations and interviews. Every speaking engagement, meeting and luncheon presents the opportunity to provide an aggregation update.

Tactics

An education program should consist of a variety of methods for reaching consumers. Tactics might include a combination of media relations, grassroots communications and collateral materials.

Media relations. The media can play a significant role in educating consumers. Articles in local newspapers as well as newsletters provide a consistent format for communicating details about aggregation. A media relations campaign can include:

A. Media kit. Using OCC’s sample materials, create a press kit on aggregation to use with the local media. The media kit should include any information that will provide the press with facts on aggregation and the community’s program. The media kit might contain an aggregation brochure, OCC fact sheets on aggregation, contact information to handle media inquires and story ideas.

B. Opinion column/letters-to-the-editor. Before and after the aggregation ballot measure passes, issue a column or letter from local officials to local newspapers explaining the benefits of aggregation. Encourage community leaders to write pro-aggregation letters to the editor.

C. Radio. Develop public service announcements for local radio and television stations. Conduct interviews on local radio and television shows to discuss aggregation.

Grassroots communications. Grassroots strategies are usually the most successful way to reach senior, minority and rural populations. These strategies include:

A. Public presentations. Develop talking points to include in public presentations when appropriate. Talking points can communicate the status of the program, important deadlines and the Web site and/or telephone number for aggregation information.

B. Community-based and faith-based organizations. Coordinate with organizations to distribute materials, publicize public hearings, place articles in newsletters and share aggregation news with members.

C. “Train the trainer” program. Conduct “train the trainer” sessions with community leaders and other spokespersons to teach them how to discuss aggregation with others. This program will encourage delivery of a consistent and accurate aggregation message.

D. Public meetings. Public meetings are required for an opt-out program. Boost attendance numbers and awareness by aggressively advertising meetings in newspapers, public service announcements and flyers. Coordinate the public meetings with other well-attended community events to increase the audience size.

Collateral materials. OCC offers a variety of materials on aggregation that communities can use to support media and grassroots efforts. These materials are available free of charge.

A. Aggregation brochure. A general brochure on aggregation that describes the aggregation process. Target audiences for this brochure are elected officials, the media and community leaders.

B. Fact sheets. OCC has created energy aggregation fact sheets and price-comparison tools in easy-to-read formats. Target audiences for these fact sheets are elected officials, media, community groups and consumers. Once a community has developed a program, OCC can help it create a fact sheet with specific information about its aggregation program.

C. Aggregation articles. OCC has long and short versions of aggregation articles available for publication in community newsletters or trade publications.

D. Talking points. All spokespersons who address the topic of aggregation should have talking points. Once your program is finalized, OCC can help you customize talking points based on your program.

E. Sample op-ed articles and letters to the editor. The OCC has authored editorials and letters-to-the-editor on the subject of aggregation. These materials can be used as guidelines.

Need Assistance?

The Ohio Consumers’ Counsel is available to serve as an education resource to local governments that decide to aggregate. For assistance with developing and implementing an education plan, contact our agency at 1-877-PICKOCC (1-877-742-5622) and ask for Denise Gundel.