How BGE saw a 300% increase in program participation through effective marketing

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By Sabrina Blaiklock and Matthew Buecker, BGE

Today’s customer is increasingly knowledgeable about residential energy savings. They may not know, however, what concrete steps to take in order to save energy and money in their homes. The challenge for Baltimore Gas & Electric (BGE) was to find a new way to effectively engage with customers about energy efficiency.

ICF has deep expertise in helping utilities engage with customers to provide energy efficiency savings. We worked together with BGE to create a “fairy-tale” themed marketing campaign to raise awareness of the company’s Smart Energy Savers Programs—and increased program participation by 300%.

Learn how the campaign came together and the secrets of its success.

Join experts from BGE and ICF for an inside look at: 

  • The award-winning campaign’s impressions, metrics, and overall performance.
  • The importance of a marketing campaign journey—concept testing, focus groups, and mood rooms—in designing a successful program.
  • How to use data and market research to better understand customer needs and expectations.
Meet the authors
  1. Sabrina Blaiklock, Vice President, Marketing
  2. Matthew Buecker, BGE