Type of Promotion:

Conservation Promotion

Product(s) Used:

Calculators

Method(s) Applied:

Direct Mail

After enduring years of public outrage because of rising electricity costs, the utility sought to educate its customers on how they could help cut their own electric bills. A kilowatt hour slide calculator was developed to show how much electricity was used by typical home appliances and how recipients could read their own meters and gauge their consumption. The calculator was issued to answer calls and letters complaining about high bills and was offered in a coupon ad appearing in newspapers. Twenty-thousand calculators were distributed, and the utility's public relations director called the specialty "one of our most effective energy conservation tools." Requests for the calculator out-pulled the advertiser's offer for a booklet by five to one.