National Grid

Waltham, Massachusetts

ENERGY STAR Excellence Awards - ENERGY STAR Promotion

National Grid

National Grid is an international energy delivery company that provides electricity to more than three million customers in Massachusetts, New Hampshire, New York, and Rhode Island, and manages the electricity network on Long Island under an agreement with the Long Island Power Authority (LIPA). It is also the largest distributor of natural gas in the northeastern United States. In 2011, National Grid continued to set itself apart as a leading sponsor of targeted and innovative energy efficiency promotions, building on a tradition of driving long-term market adoption of energy-efficient products and practices through education with ENERGY STAR. Key accomplishments include:


         Launching two new campaigns featuring ENERGY STAR, "Tap into Savings" and "Fine Art of Recycling," drawing participation from other ENERGY STAR partners such as Sears Holdings Corporation, and garnering more than 7.3 million earned media impressions and 9 million online impressions.

         Expanding its Spanish-language ENERGY STAR marketing efforts in Massachusetts and Rhode Island through a multichannel campaign that included a new website, television and radio advertising and interviews, bilingual point-of-purchase materials, and community events.

         Conducting 10 focus groups in partnership with other utility sponsors to assess consumer knowledge and preferences about lighting products. This information will be used to inform National Grid's future efforts to promote energy-efficient lighting.

         Expanding point-of-purchase materials at retail locations across Massachusetts to include mobile phone-focused QR codes and updating consumer information about ENERGY STAR on banners, danglers, fact cards, brochures, stickers, and more--over 130,000 materials were printed.

         Encouraging customers to use ENERGY STAR qualified products, with significant impacts--as a result of the company's campaigns, more than two million ENERGY STAR qualified products were sold to its customers in 2011.

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