York County Natural Gas Authority: 2026 SGA Award Winner

What challenge was this project or initiative created to solve?

YCNGA faced a critical communications challenge: how to break through with customers in a crowded, often skeptical energy landscape where messaging can feel technical, impersonal, or overlooked.

We needed a way to humanize natural gas, simplify safety and efficiency messaging, and create a consistent, recognizable voice, while also strengthening internal engagement to ensure those messages were delivered authentically across every customer touchpoint.

What approach or solution did your team implement?

We introduced Glow, a friendly firefly ambassador designed entirely in-house by our marketing team, inspired by a concept from local Winthrop University students in an EPIC (Employer Provided Innovation Challenge) program.

Glow was intentionally created to transform how we communicate about natural gas, bringing warmth, clarity, and personality to complex topics like safety, efficiency, and environmental responsibility.

Her form as a firefly was also a deliberate choice. Like the flame of natural gas, Glow represents light, warmth, and energy in a way that feels familiar and deeply rooted in our region. Fireflies are a nostalgic and recognizable part of Southern summer evenings, evoking feelings of home, comfort, and safety – emotions that align naturally with the role we play in our customers’ daily lives.

Glow’s rollout was both externally integrated and internally activated:

Customer-facing channels included bill inserts, newsletters, social media, drive-thru giveaways, and community partnerships (including local business collaborations and a university press release). 

Internally, we equipped employees with “Glow 101” resources to ensure consistency, and they quickly embraced Glow beyond expectations. 

Glow evolved from a campaign into a company-wide mascot and cultural symbol organically adopted across teams and initiatives.

What was the result or measurable outcome?

Glow delivered measurable impact across both customer engagement and internal culture:

• Strong organic digital performance: Glow’s introduction achieved an average 8.54% engagement rate across platforms (LinkedIn 12.2%, Instagram 8.96%, Facebook 4.45%) – entirely without paid promotion. 
• High-visibility engagement: A Glow-themed customer coloring contest generated 26,000+ views in one month, significantly expanding reach and interaction. 
• Rapid brand recognition: Customer giveaways (stickers, 2026 planners) and community partnerships (e.g. coffee shop sleeves) made Glow instantly recognizable in the community. 
• Internal cultural adoption: Our employees embraced Glow as an honorary team member — displaying her on equipment, incorporating her into office decor, creating themed pumpkins and holiday displays, and requesting her inclusion in internal branding such as volunteer team apparel. 
• Consistent communication platform: Glow established a unified, scalable voice across all channels, improving clarity and retention of safety and energy messaging. 

This level of internal and external organic adoption demonstrates Glow’s success not just as a communications tool, but as a brand asset that drives connection, engagement, and trust.

How does this work reflect SGA’s mission to Share, Grow, and Advance the natural gas industry?

Share: Glow helps us make essential safety and energy information more accessible, engaging, and memorable for customers of all ages. 

Grow: By strengthening emotional connection and trust, Glow deepens our customer relationships and increases engagement with natural gas programs and messaging. 

Advance: Glow represents a forward-thinking approach to utility communications – blending creativity, regional storytelling, and brand strategy to reshape how the industry connects with modern audiences.

Contributor: Sherrie Long