CASE STUDIES | 1 |
2
BE STRATEGIC
Cost: Under $10 Per Unit
OBJECTIVE | Help the Spring Valley Water Company reduce customers’ water bills and teach water conservation.
STRATEGY | Water consumption during the summer had always been a problem for the Rockland County, NY water company. With the help of a local promotional products distributor, the company targeted its 53,000 residential customers with a mailing announcing a new conservation program and a bounce-back card offering an informational packet. Respondents were sent an information video tape, refrigerator magnet and a slide chart to calculate the amount of water needed to keep a healthy lawn. It was used in conjunction with a watering guide number, known as ET (Evapo-Transpiration) that was published daily in the newspaper.
RESULTS | Anticipating an 8 percent return, the advertiser actually received a 15 percent return, with 7,950 responses. Projections indicated that approximately 5,000 gallons of water would be saved per participating household, thereby passing on a savings of $75 each based on an average $200 water bill for the summer months.
CASE STUDIES | 1 |
2
BE CREATIVE
Cost: Under $10 Per Unit
OBJECTIVE | Educate Logan County residents about recycling opportunities and increase their involvement in litter control and environmentally sound waste management.
STRATEGY | The advertiser sponsored an environmental poster/essay contest which was open to all school children in the county. Winning entries, plus photos and brief features on their creators, were published in an environmental awareness calendar. The printed calendars were distributed by representatives of the Logan County Litter and Recycling Office to every student in the county’s school system for use in their homes. Additional calendars were sent to key national, state and local government officials and dignitaries, and plaques were awarded to the poster/essay contest winners at a public ceremony.
RESULTS | The program director reported recycling totals increased by 15 percent after the calendars were distributed and credits the calendar promotion with contributing to a 75 percent decrease in littering and illegal dumping within the county. Letters of congratulations and commendation were also sent to the county office by Vice President Al Gore, Ohio Senator John Glenn and House Representative David Hobson.
