APS became an ENERGY STAR partner in 2005, and Ecos began implementing its ENERGY STAR Residential Lighting Program — just one part of a broader conservation campaign — in October of that year. The program is comprised of two core elements: 1) promoting the value of the ENERGY STAR brand and benefits of ENERGY STAR qualified lighting, and 2) offering customers discounted pricing through an upstream manufacturer buy-down on CFLs. The program tied its launch in with the national ENERGY STAR Change a Light, Change the World campaign, and over the next year moved more than 1 million CFLs and saw retailer participation jump 266 percent.
The success of the program has been truly a “team” effort by all areas of Ecos: strong manufacturer and retailer relationships through our program team; a toll-free customer support hotline through our service center; and advertising and media events through our Marketing department. The main marketing message, “See Savings in a Whole New Light,” resonated with new adopters, who were eager to learn about the benefits of energy-efficient lighting and save money on their purchases.
Adopting energy-efficient lighting in the Phoenix area has become a part of the culture, with much thanks to the program. Movement of CFLs surpasses goals every year, and even local and state leaders have responded; Governor Janet Napolitano proclaimed the first Wednesday in October ENERGY STAR Change a Light Day for the state in 2006 and 2007, while Mayor Phil Gordon has proclaimed an ENERGY STAR Day for Phoenix both years as well. The program has also given APS opportunities to develop stronger community relationships; each year the utility conducts lighting “change-outs” at nonprofit organizations like Ronald McDonald House and low-income housing centers.
Read more about Ecos lighting programs in the full case study (PDF file).
