IID Earns National Recognition for Successful Shift & Save Campaign

-Editorial 

The Imperial Irrigation District (IID) has received a national Award of Excellence from the American Public Power Association (APPA) for its Shift & Save customer outreach campaign, which helped drive a significant increase in residential participation in IID’s Time-of-Use electricity rate.

IID was recognized in the Web and Social Media category of APPA’s Excellence in Public Power Communications Awards. Award recipients were honored during APPA’s Customer Connections Conference, held October 25–28 in Nashville, Tennessee. 

At the campaign’s launch, approximately 400 customers were participating in IID’s Time-of-Use rate. As of October 27, 2026, enrollment had reached 5,891 customers, representing an increase of nearly 1,400%. The growth demonstrates the campaign’s effectiveness in helping customers understand the optional rate and the potential savings available by shifting when they use electricity.

Shift & Save was developed around a simple message: small changes in when customers use electricity can make a difference in what they pay. By shifting activities such as laundry, dishwashing, and other energy-intensive tasks outside the weekday summer peak period of 4–9 p.m., participating customers have the opportunity to reduce their electricity costs.

The campaign combined a streamlined online enrollment process with a $250 prepaid-card incentive for eligible customers, bilingual digital outreach, short-form videos, practical energy-saving reminders and 16 community enrollment clinics throughout the Imperial and Coachella Valleys.

“Shift & Save demonstrates what public power can accomplish when customer affordability, education and system reliability are addressed together,” said IID Board Chairwoman Karin Eugenio. “The campaign met customers where they were, online and in their communities, and provided practical tools and a meaningful incentive to participate. This national award is well-deserved recognition for the IID employees whose creativity and commitment made the campaign successful.”

Developed and executed entirely by IID employees, the campaign brought together the expertise of the Public Affairs Department, Power Department, Customer Service, and other supporting teams. Their coordinated efforts combined creative communications, customer education and community engagement to achieve measurable results.

“This award reflects the exceptional work of IID employees who transformed an innovative idea into a successful customer program,” said IID Division 1 Director Alex Cardenas. “By combining creative communications, customer education, and collaboration across departments, our team helped thousands of customers better understand how they can manage their electricity costs while supporting a more reliable and efficient electric system. This is a great example of what we can accomplish when we work together.”

With nearly 6,000 customers enrolled, IID is approaching the participation target established for its $250 enrollment incentive. While the limited incentive is nearing its conclusion, the District’s optional residential Time-of-Use rate will remain available, allowing customers to continue benefiting from opportunities to reduce their electricity costs by shifting usage to off-peak hours.

APPA’s Excellence in Public Power Communications Awards recognizes outstanding communications produced by public power utilities across the nation. Entries are evaluated in three categories: Web and Social Media, Video, and Print and Digital Materials.