|
Georgia Power made a substantial commitment in 2006 to promote the use of CFLs to our customers. We developed a fully integrated customer education campaign designed to build consumer understanding about the benefits of energy efficiency and about specific ways consumers can save money and energy. ENERGY STAR qualified CFLs became the centerpiece of our strategy because they serve as a gateway to broader awareness and they represent an easy and inexpensive way for customers to save energy. Georgia’s Sales Tax Holiday- From August 3-6, consumers in the state of Georgia had the opportunity to purchase a broad range of ENERGY STAR qualified products during a Tax Holiday that exempted them from state and local sales taxes. To promote the tax-free weekend, Georgia Power partnered with The Home Depot to host in-store events at two metro Atlanta stores. Over 6,000 people passed our interactive displays, generating as much as a 1,236% increase in CFL sales versus the year-to-date daily sales average. Ongoing Retail Training and Support- One of the primary drivers of our 2006 campaign was to create repeat sales of ENERGY STAR qualified products. The most effective means of achieving this goal was to work directly at the store level to build ENERGY STAR awareness with The Home Depot sales associates. Over 250 site visits were made at 39 metro Atlanta area The Home Depot stores. Over 125 sales associates were trained on the benefits of ENERGY STAR products. ENERGY STAR Change A Light Pledge Drive- Georgia Power’s ENERGY STAR Change A Light campaign pledge goal was intended to drive pledges through various enrollment channels including: 131 Georgia Power local offices, Georgia Power employee drive, non-profit/low-income, bill insert, toll-free pledge line, in-store retail events, Georgia Power web site, corporate energy fairs and community events. 70,968 Change A Light pledges have been collected with 75,088 change-outs committed and over 80,000 CFLs were given to Georgia Power customers and non-profits generating a savings of at least 36,622,980 kWh. ENERGY STAR Change A Light Campaign Kickoff and Media Event- Our October 4 event was designed to officially kickoff “Change A Light” month with national participation from DOE as well as Georgia state officials. The objective of the media event was to draw broad attention to the work being done to promote energy efficiency in Georgia and the South. Georgia Power’s President & CEO (Mike Garrett), DOE’s Assistant Secretary (Karen Harbert) and Georgia Public Service Commission Chairman (Stan Wise) addressed the audience, then flipped the switch to officially kickoff Change A Light month from Georgia Power’s corporate headquarters, utilizing a large light switch that literally turned on a giant CFL. ENERGY STAR Change A Light In-store Events- Throughout October and November, Georgia Power ENERGY STAR representatives ran customer education events for over 19,000 people at 10 The Home Depot locations in the Atlanta area. The Georgia Power ENERGY STAR Program was able to increase CFL sales by as much as 1,600% at participating The Home Depot locations. Corporate Energy Fairs- Georgia Power hosted its own Fair and teamed up with corporate neighbors (The Home Depot, CNN, The City of Atlanta) to educate their employees through displays, literature and one-on-one discussions. CFLs were handed out to participants who voluntarily signed a Change A Light pledge. More than 10,000 employees participated in the Corporate Fairs. The Housing Authority of Savannah CFL Give Aways- The Housing Authority of Savannah (HAS) is the third largest public housing agency in Georgia. It provides affordable and safe housing to almost 7,000 low income individuals and families in inner city neighborhoods. Seven ENERGY STAR events were held at six different HAS facilities. Over 1,000 residents participated and received a free CFL to use in their home. Herndon Housing Change Out- Georgia Power provided 3,500 ENERGY STAR qualified CFLs in support of Georgia Interfaith Power and Light (GIPL) to change out incandescent light bulbs in a low-income residential housing complex on November 4. GIPL is a non-profit organization that works with faith communities on issues of energy conservation and creation care. 3,150 75-watt incandescent light bulbs were replaced with 14 watt CFLs and 350 60 watt incandescent light bulbs were replaced with 14 watt CFLs at this 273-unit complex generating a savings of 2,082,500 kWh.
Advertising & Media Coverage- Our campaign generated approximately 293 million media impressions
|
 |
 |
 |
 |
|
||||||||
|
|||||||||