Helping PECO drive conversions to natural gas heat
PECO is the largest supplier of electricity and natural gas to the Philadelphia area, with roughly two million customers. As a major energy provider, PECO is committed to environmental sustainability, and one of their major initiatives is converting homeowner customers from other forms of heating to earth-friendly and less-costly natural gas.
Highly-targeted direct marketing
Working with PECO to stimulate conversions, HB&M handles content and messaging for a highly-targeted direct marketing campaign that employs both print and digital media. The campaign is directed to PECO customers who have gas lines for cooking or hot water, but not for home heating.
Test mailings and cost savings
Test mailings among targeted customers revealed that, although homeowners were environmentally conscious, the main motivation for converting to natural gas was cost savings.
Lead nurturing pays off in record conversions
Ongoing HB&M mailings and PECO marketing efforts feed a well-executed process of lead nurturing among prospects that ultimately results in conversions.
The most recent campaign has produced the highest conversion rates among customers since the initial launch in 2016.