In 1998, a large utility launched a voluntary green pricing program which enables customers to purchase renewable energy for their homes and businesses and allocate part or all of their energy needs to the renewable option. Environmentally savvy customers flocked to the program and it quickly became one of the most popular in the country, expanding to several states.
After the initial success, obtaining new enrollments started to become a challenge. Acquisition costs increased, and traditional tactics like bill inserts and direct mail achieved limited success and negated the goal of the program, due to the environmental waste associated with paper-based marketing. The utility decided to leverage the move advisor program they’d had in place with Allconnect since 2002.
Using geo-targeted serviceability and segmentation to identify the right prospects among the movers transferred to them by the utility, Allconnect educates those customers about the program’s benefits—in terms they can understand, such as:
• By purchasing blocks of wind-generated energy for as low as $1 to $2 per month, they have a direct impact on increasing renewable energy production in their region.
• Each block purchased represents a minimum of 100kWh of renewable energy.
• If they choose, they can go 100% green.
Allconnect's solution not only captures new customers for the program, it also educates non-program participants and helps identify customers who may be interested in other products.
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