FirstEnergy – Strategy
Consumer insight that energized thinking around a vital program.
FirstEnergy is a $15 billion diversified energy company that offers a generous program for low-income customers called WARM. Even though the benefits of this program are significant, sign-ups and utilization were below expectations. We conducted research with WARM-eligible customers and discovered that awareness of the program was extremely low. Beyond simply a lack of awareness of WARM, the biggest barrier that customers had was skepticism that such a program would benefit them. The research also revealed the emotional burden that low-income customers carry in trying to pay their bills for heat and air conditioning. This insight provided the inspiration for the resulting marketing efforts that centered on both the physical and emotional burdens that the WARM program elevates.