PECO’s Energy Efficiency Awareness Addresses “The Elephant in the Room”
To increase awareness, drive engagement and encourage action for its commercial and industrial energy efficiency program, PECO launched “The Elephant in the Room”, a marketing campaign combining humor and a computer-generated elephant to convey the message that energy waste is unignorable. The campaign was crafted to transform the conversation from technical benefits to emotional urgency, joining broad awareness by targeting PECO’s top 1% of commercial energy users. The campaign resulted in nearly 400 project opportunities, representing more than 56 million kWh in energy savings and $4.7 million in potential project incentives, demonstrating the power of outside-of-the-box messaging.
Speaker: Alana Shaw, Manager, Marketing Promotions, PECO
Alana Shaw is PECO’s Manager, Marketing Promotions who is responsible for the residential and commercial energy efficiency programs’ promotions as well as outreach/education efforts and oversight for the energy efficiency call center. Alana has been with PECO since 2007 and held multiple roles including Sr. Marketing Specialist and Sr. Performance Assessment Specialist. Prior to joining PECO, she worked in the transportation and logistics industry. She received her Bachelor of Business Administration from James Madison University and an MBA from St. Joseph’s University.
