POWERGRAMS

7 As Alabamians tuned in to the Sochi Winter Olympic Games, they also got a glimpse of the many ways Alabama Power shines its light across the state. Alabama Power's new campaign was rolled out the week of Feb. 10, with television spots airing throughout the XXII Olympics. The campaign centers on the theme, "Power To Alabama," to remind customers the company's foremost goal is to provide service to the state and its citizens. "Power To Alabama is a campaign that shows our customers and employees that Alabama Power delivers energy that consists of more than electrical power," said John Hudson, vice president of Public Relations and Charitable Giving. "It also takes the form of volunteerism, charitable giving, economic development and environmental programs – all of which serve to empower Alabama." The idea behind this campaign, said Advertising Manager Margaret White, is that Alabama Power employees believe in their state and in doing their part to make it a better place to live. "When we started thinking about the story we wanted to tell, we realized that despite the recent economic downturn, Alabamians have a deep sense of pride in their state," White said. "That made us think about our company's role and how much we believe in Alabama – the people, the businesses and even the land. Because of that belief, we are focused on generating a special sort of power that helps everyone be the best they can be. The theme, Power To Alabama, encapsulates that message." Launching the campaign with the Winter Olympics is part of the strategy, said White. "We know through our research that TV typically reaches a small segment of our audience. Because of the popularity of the Olympics, everyone will be watching TV, which will help us reach a much larger portion of our audience," she said. In addition to the new television spots, the campaign includes ads appearing on billboards statewide, in community newspapers and magazines, and on social media and websites. Throughout the year, the campaign will target audience segments, focusing on messages that will meet their needs. These highlighted messages include energy efficiency, charitable giving, economic development, reliability, safety and environmental stewardship. In essence, the Power To Alabama campaign is an answer to customers' inquiries about why Alabama Power advertises. "We have a responsibility to inform our customers about our actions as well as our mindset," White said. "Our customers, for the most part, don't know what we do beyond the light switch. This campaign tells the rest of the story – that we are volunteering thousands of hours in their communities, contributing to charitable causes, helping customers save money on their power bills, just to name a few of the many ways we give back. We want our customers to know we are woven into the fabric of the state, right beside them." By Carla Davis Power To Alabama ADVERTisiNG New messages began appearing Feb. 10. CA mpAiGN EmphAsizEs ApC suppliEs muCh mORE ThAN ElECTRiCiT Y

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