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How do you make voluntary reductions in consumer electricity consumption happen?

How to you get PECO’s 1.6 million customers to care about the company’s State mandate to meet energy efficiency, energy conservation and demand reduction standards?  Answer…you don’t.  However you CAN tap into the area of sameness that strikes a chord with all their customers…the innate desire to save money.
PECO had already flooded the market with an award winning PECO Smart Ideas mass media and public awareness campaign.  CMC complimented the campaign by employing a strategy that broke down the offerings in a way that focused on the question of “what’s in it for me?” and fostered actual behavior change needed to meet the client’s goal.
How did we do it?  We researched PECO customer income demographics and matched the “Smart Ideas” that spoke most to the each demographic. For example, affluent homeowners received a message of saving money on big ticket items such as replacing heating, venting and air conditioning (HVAC) systems and the long term savings as well as the deep discounts being offered by PECO. Middle income customers were targeted with a message to take advantage of rebates offered for purchasing energy efficient washers and dryers and discounts on purchasing money saving CFL bulbs. Low income customers were presented no cost tips that could represent up to 25% saving on their electric bill.
Over time, we built a sphere of influence that turned influencers into advocates who shared information with family, friends, neighbors and co-workers about savings they received through the PECO Smart Ideas programs, while driving them to the company’s digital platforms to extend engagement.

CMC
Founded in 1995, Community Marketing Concepts (CMC), a minority and women owned family business is a marketing and communications agency focusing on connecting our clients’ messages to their targeted customers.
Philadelphia Office
  • 7300 City Avenue, Suite 330 Philadelphia, Pa 19151
  • (215) 871-0900
Delaware Office
  • 1000 N West Street, Suite 1200 Wilmington, DE 19801
  • (302) 456-9400
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