PSE&G Increases Energy Efficiency with “Welcome to the Saverhood” Campaign
A campaign was launched in March 2022 to raise awareness of the PSE&G’s energy efficiency programs by using a memorable and engaging look and feel across marketing efforts. To build on its momentum and maximize the number of customers reached, the campaign has extended through several mediums, including social media videos, TV spots, out-of-home (OOH) advertising, digital advertisements, printed collateral, and event displays and giveaways. This omnichannel marketing campaign spanned PSE&G’s service territory in New Jersey and employed a wide variety of tactics. Campaign highlights include more than 247,000 paid media conversions, 908 million paid impressions, more than 318,000 welcome kits delivered directly to residential customers, and 2.3 million website sessions. Chartwell analysts chose PSE&G as the Gold Program Marketing Award winner for its “Welcome to the Saverhood” campaign.
Speakers:
Ria Canagon, Manager of Energy Efficiency Outreach, PSE&G
Ria Canagon is the manager of Energy Efficiency Outreach at PSE&G. In this role, she leads the marketing and outreach teams supporting PSE&G’s energy efficiency and electric vehicle programs. She is responsible for driving customer and program contractor engagement for initiatives representing a $1 billion investment in energy efficiency. Ms. Canagon develops and executes sophisticated marketing strategies, managing collaborative efforts and deploying resources with the input of program management, implementation contractors and key internal and external stakeholders. Additionally, Ms. Canagon provides oversight of program marketing and promotions to ensure compliance with legal and regulatory requirements.
Ms. Canagon embarked on her PSE&G career in 2011 and has held roles in key business areas, including Fossil Environmental Compliance and Customer Care.
She earned a BS in Environmental Science from the New Jersey Institute of Technology, and an MBA degree from Excelsior University. Her interests include championing energy equity and guiding her team to deliver captivating campaigns that help homeowners and businesses use energy more efficiently and effectively.
