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Power Switch is on as First 1,000 Narragansett Electric Customers Buy Into Clean Energy Message
Power Switch is on as First 1,000 Narragansett Electric Customers Buy Into Clean Energy Message
Published 09-23-04
Submitted by SmartPower Agency
In the first 100 days of the campaign, over 1,100 residential and small business customers began purchasing renewable electric power generated by a combination of wind, solar, biomass and small hydropower. This dramatic public response came as SmartPower, a non-profit clean energy campaigner, conducted an integrated marketing campaign to raise awareness of clean energy's availability. RIREF hired SmartPower to promote a new clean energy program called GreenUp because of SmartPower's unique experience in this area. GreenUp was developed by Narragansett Electric Company, a National Grid company.
"Rhode Island residents are making the connection between cleaner electric energy and both better health and a more energy secure America," said Brian Keane, executive director of SmartPower. "The results from this campaign have come so quickly that we're thinking we may have cracked the code on marketing clean energy. In Rhode Island, clean energy is real, it's here and it's working."
SmartPower and a coalition of clean energy partners developed television and radio commercials designed to support Narragansett Electric's GreenUp offer by educating residents about the benefits and availability of clean energy. SmartPower purchased air time on several local and statewide radio and television stations and began running the commercials in May. SmartPower also sent mail to thousands of Rhode Island residents asking them to support clean energy, initiated community-based marketing efforts including speaking engagements with business organizations and sponsorship of a local road race.
State officials are impressed with the early returns. "The specialized clean energy marketing employed by SmartPower has engaged all the partners - government, the utility and the clean energy suppliers - and created a cohesive campaign which has quickly generated results," said Janice McClanaghan, chief of Energy and Community Services for the Rhode Island State Energy Office.
In a poll conducted by SmartPower, Rhode Island residents cited family health concerns and an over reliance on foreign oil as reasons to choose Narragansett Electric's GreenUp program. Under GreenUp, customers voluntarily sign up for clean energy for an extra monthly charge and remain with Narragansett Electric.
GreenUp customers signed up through an insert in their electric bill, through SmartPower's website www.CleanEnergyRI.com or through the efforts of the four clean energy companies doing business in Rhode Island: Community Energy, Conservation Services Group, People's Power & Light, and Sterling Planet.
