Moorhead, Minn., Public Service has the highest participation rate of any renewable energy program in the country, according to the National Renewable Energy Laboratory. Seven percent of the utility's customers have signed up to "Capture the Wind."

The program began in 1998 and recently launched a successful effort to enroll enough residents to build a second turbine. The effort succeeded in just four weeks.

Several ingredients

What accounts for this success? A wind energy program requires several ingredients. But the first is a willing customer base.

"We're thrilled that our customers have been so receptive to wind energy," said Jennifer Walz, communications director for Moorhead Public Service. "We haven't really had to go out and market the program aggressively."

In fact, she said, Moorhead had several additional marketing efforts planned for the first subscription effort in 1998, but the program filled so quickly that they were not necessary. Customers had committed to the entire output of the turbine within two weeks.

The program got a boost when Minnesota State University-Moorhead made a big commitment. The university agreed to buy 333,333 kWh of wind energy for $5,000 per year over 10 years.

The success of the first program left customers wanting more wind power. "We had about 100 names on a waiting list," Walz explained. "That gave us a starting point."

Visibility

Moorhead also benefited from the visibility of the first turbine. "People believe in wind energy because they can see the turbine turning," Walz said. "The tangible benefits of placing the turbine where the community can recognize it have definitely helped us promote wind energy.

"Residents already know it's windy here. Minnesota ranks ninth nationally for wind potential. Seeing the turbine in our community makes that statistic real to our residents."

Moorhead reinforces this reality by giving tours of the turbine to community groups. It also promotes ownership among program participants through a newsletter, which goes to subscribers several times a year.

"Our turbine was also the first in the Fargo-Moorhead area," she added. "We still have a corner on the market."

Being first meant benefiting from the novelty of the project. Walz said local media picked up on the project and raised its visibility in the community. Moorhead used news releases to notify area media, and they've covered both the first and second campaigns.

"We were concerned about the second round," Walz said. The utility feared it would generate less media interest than the first project. "But we can't complain. We've been pretty successful with getting the media's attention."

Public ceremony

The city took several steps to attract media attention this time. In a public ceremony, Moorhead Mayor Morris Lanning signed a proclamation declaring Oct. 23-29 "Capture the Wind Week." And MPS held a Second Wind Celebration for potential wind customers where utility representatives explained how the program works and focused on environmental benefits of wind power.

"An average customer using 1,000 kilowatthours of electricity each month will prevent 8,800 pounds of greenhouse gases from being emitted into the air," explained Christopher Reed, energy services and marketing director, at the celebration. "That has the same effect on the environment as planting 1.2 acres of trees."

Moorhead distributed cookies featuring the program's logo and set up a booth where residents could sign up for the wind power.

While only about 50 people attended, "What it did do is get the media involved," Walz said. "Two local television stations featured the celebration on their newscasts."

Media contact doesn't stop with the launching of a new turbine, however. "We've used every opportunity to contact the media," Walz said. "We put out news releases at every step of the program. We notified the media when we moved up to No. 1 on NREL's renewable energy program participation list. The local media picks up on the stories."

Mailer spreads word
Besides media coverage, the utility used a direct mail piece to inform customers about the second wind turbine program. It featured program's readily identifiable "Capture the Wind" logo.

The flyer included information on the success of the first program, the environmental benefits of wind energy, and the program specifics. It also featured an application, making it easy for customers to participate.
Combined with media attention, the flyer did its job. The program's second phase ended the same way as its first: with success.

Photo cutlines: Moorhead's wind generator is located where residents can see it. It's a constant reminder of the benefits of wind power and of the utility's program.

A group of Cubs Scouts tour the Moorhead Public Service turbine on a chilly Minnesota day. Energy Services and Marketing Director Christopher Reed, back center, conducted the tour.