Best Practices – Program Marketing – Increasing Demand Response Participation – BGE – 2017

BGE introduced a multi-channel marketing campaign in 2016 to increase participation in its PeakRewards℠ demand response program. The utility’s promotions featured summertime imagery highlighting the various ways customers could maximize bill credits earned through the PeakRewards℠ program. BGE’s digital focus allowed the utility to effectively leverage psychographic and geographic segmentation to better target its marketing efforts.