The first half of 2012 has been one of the hottest on record. And the lack of rain hasn’t helped us out either. So, when we heard about this marketing plan to conserve water in New York, we wanted to pass it along. It just goes to show how the power of well-placed marketing can not only attribute to cost savings, but also make this world a little greener.

Objective:

To conserve water and help customers reduce their water bills.

Strategy & Execution:

A New York based water company wanted to target its customers announcing a new conservation program. Included in the mailing was an informational video, a fridge magnet and a slide chart used to calculate the amount of water needed to keep a healthy lawn. The chart was meant to be used in conjunction with a watering guide number, known as ET (Evapo-Transpiration), that was published daily in the newspaper and was based on rain and humidity levels.

Results:

The water company received a 15% return on the program, 7% above what they anticipated. Projections indicated that around 5,000 gallons of water would be saved per household, passing on an average savings of $75 (based on an average $200 water bill for the summer months).

-Case study provided by Promotional Products Association International, a partner of Lipic’s.