B.C. Hydro has been named the 2009 Marketer of the Year by the BC Chapter of the American Marketing Association.
BCAMA president Georgia Dahle said the utility company received the recognition because of its Power Smart campaign which educates customers on ways to reduce their energy use.
“As a public company they have a limited budget and they have to think externally and outside the box,” said Dahle. “They had to articulate their story and their strategy in a unique way that is creative.”
While the crown corporation has used Power Smart for some years, the story has now taken hold, added Patty Jones, group account director at DDB Canada, B.C. Hydro’s agency of record.
“Customer research told us that people see Hydro as a leader in conservation and they recall that Hydro is helping them with tips and products and by supporting them through Power Smart to do the right thing,” she said.
B.C. Hydro advertises on TV, in print, radio, outdoor and online throughout the year, but the biggest push is in October for Power Smart month, she said.
Simi Heer, a spokesperson for Hydro’s Power Smart program, said marketing programs focus on driving people to take action and change their behaviour, and Hydro saw dramatic increases in participation in 2008.
For instance, 34,000 people joined the Team Power Smart initiative pledging to reduce their energy consumption by 10%–an increase of 273% over the year prior.
There were also increases in retailer partnership programs where consumers are encouraged to purchase energy efficient appliances, said Heer.
The BCAMA will present the award to B.C. Hydro at the 39th annual Marketer of the Year Gala Sept. 15.
Past winners include Mr. Lube, White Spot Restaurants, Coast Capital Savings and Nintendo Canada.
