MD deregulation goes to High Point

ANNAPOLIS, MD: Maryland last week became the latest state to dish out big bucks to a PR firm for an education campaign about utilities deregulation.

ANNAPOLIS, MD: Maryland last week became the latest state to dish out big bucks to a PR firm for an education campaign about utilities deregulation.

ANNAPOLIS, MD: Maryland last week became the latest state to dish

out big bucks to a PR firm for an education campaign about utilities

deregulation.



The state, however, made the unusual decision to look well north of its

border for PR help.



High Point Communications, a New Hampshire-based agency, has been

awarded the dollars 286,000 media relations and communication outreach

campaign to help educate Maryland home and small-business owners about

the deregulation process.



To win the account, High Point teamed up with MD-based ad shop Noble

Steed. The entire campaign, which also includes advertising and

fulfillment components, is budgeted at dollars 6 million.



High Point director of media relations Al Cappannelli said his firm was

chosen for its experience within the sector. The company is already

working on deregulation programs in Texas and New Hampshire.



The PR campaign is slated to kick off early next month with a media

education program designed to help familiarize reporters with the terms

and questions they will likely be hearing. High Point will also be

developing a web site for consumers wanting more information.

Deregulation kicks into full force in June, when consumers will be asked

to select a provider.



Other agencies will lend a hand to Maryland’s effort. NH-based Gregory

S. Franklin & Associates will pitch in with strategic counsel, while

MD-based firms The Cammay Group and Innovations will lead community

outreach programs.



Among the other states that have looked to PR agencies to help with

deregulation are Ohio (currently choosing a firm for its dollars 3

million effort) and Illinois (whose Commerce Commission retained The MWW

Group for a dollars 3000,000 campaign.)



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