Georgia Natural Gas - True Blue Schools Program

Georgia Natural Gas fuels new customer acquisition with Headway's affinity outreach program.

Situation

SouthStar Energy Services, a leading retail natural gas company operating in seven  states, aimed to be the market leader (under the Georgia Natural Gas brand) within the deregulated Georgia service area.

Solution

Leveraging the TrueBlue Schools (TBS) affinity program*, Headway helped GNG maximize outreach to K-12 schools by establishing and maintaining relationships with key PTA and DOE contacts and engaging principals. A TBS Coordinator was identified at each school and received training, marketing materials, digital implementation tools and activation incentives.

Results

• Over 18,000 households have enrolled in the program since 2009
• CRM development for over 1,000 state of Georgia schools that are generating revenue from the TBS program
• Over $1.9 million dollars has been donated to schools

^*Upon enrolling in the TBS affinity program, GNG donates $5 every month to each family’s school of choice.