Back to News
Chartwell recognizes E.ON U.S. for excellence in marketing direct load control program
ATLANTA – E.ON U.S., the parent company of Louisville Gas & Electric (LGE) and Kentucky Utilities (KU), won the Chartwell Best Practices Award for Marketing Energy Efficiency for the utility company’s efforts to promote its residential load control program.
E.ON U.S. was recognized for its successful testing of marketing campaigns across various ZIP codes in its LGE and KU service areas. As part of the effort, E.ON developed three different marketing appeals and tested their effectiveness across six unique customer segments to determine which message achieved the best results with which segment.
“Our winner this year went to great lengths to determine the best way to market its demand response program – a program that has resulted in more than 100 MW of load control capacity,” said Jennifer Quay Allen, Chartwell senior research analyst. “Testing a variety of emotional and logical appeals across a demographically diverse range of ZIP codes is a unique and scientifically valid way to ensure the lowest possible customer acquisition costs for energy efficiency programs.”
The second annual award was presented at Chartwell’s Best Practices Summit on Marketing Energy Efficiency Programs April 23-24 in Orlando, Fla. A detailed case study on E.ON’s efforts will appear in the May issue of Chartwell’s Best Practices for Utilities & Energy Companies newsletter.
"It is highly rewarding to be honored in such a national forum of energy efficiency marketers. Just as our winning marketing campaign reflects our dedication to continuous improvement of cost efficiency in expansion of our energy efficiency programs, we greatly appreciate the entries from the other utilities which inspire further concepts to test," said Christopher Whelan, E.ON U.S. market manager.
The award – one of several Chartwell Best Practices Awards – honors results-oriented marketing or communications campaigns aimed at increasing awareness of energy efficiency in general or promoting specific programs, products or services designed to improve energy efficiency. Utilities that enter projects or programs for consideration in the award competition must submit an entry form and supporting materials. The entries are judged by Chartwell researchers who are subject matter experts. There were 23 entries from North American utilities for consideration in the 2009 competition.
Chartwell Inc., an independent information services company providing best practices research and analysis to the utility and energy industry, facilitates knowledge exchange among utility professionals responsible for management practices and technology solutions. Chartwell publishes best practices case studies, quantitative research and electronic newsletters, and hosts conferences and other events for utility professionals. For more information, visit www.chartwellinc.com.
E.ON U.S. LLC, headquartered in Louisville, Ky., is a subsidiary of E.ON A.G., the world's largest investor-owned energy services provider. E.ON U.S. is a diversified energy services company that owns and operates Louisville Gas and Electric Co., a regulated utility that serves 314,000 natural gas and 389,000 electric customers in Louisville and 16 surrounding counties, and Kentucky Utilities Co., a regulated electric utility in Lexington, Ky., that serves 538,000 customers in 77 Kentucky counties and five counties in Virginia.
