RE Promotion Provides Unexpected Exposure

A good company deed to help promote renewable energy and green tags turned into an unexpectedly successful business prospect for a coffee roaster company based in Olympia, Washington.

Portland, Oregon – May 27, 2004 [] One of the The Bonneville Environmental Foundation’s (BEF) long-standing customers, Batdorf & Bronson Coffee Roasters (B&B) – known for its commitment to environmental sustainability as well as for its premium coffees – donated approximately $59,000 worth of coffee and mugs to encourage utility customers into purchasing green power, as part of a regional multi-utility campaign. Expecting only modest exposure via the campaign’s promotional activities, B&B has instead been given mass exposure to more than a million electric utility customers via customized monthly bill inserts, and even broader exposure to the general public through a television commercial featuring B&B, which Belo Marketing Solutions (BMS) produced and KING 5 and KONG 6/16 are airing this month throughout Washington state’s Puget Sound region. The B&B contribution is also featured on all of the utility companies’ websites, the home page of King 5 as well as on the BEF website. BMS, a division of KING 5, which developed the program to promote awareness of three Puget Sound Region utilities’ green power offerings, approached BEF to solicit its support. BEF was already working with the utility companies as their green resource supplier. In turn, BEF sought donations from its own retail customers to help promote the program by donating some sort of give-away as an enticement to purchase the utilities’ green power. B&B quickly stepped up with its contribution. “B&B deserves a lot of credit for what it is doing to help promote the sale of green power in the Puget Sound Region. Its donation was by far the most generous offer we received,” said Noreen King, marketing consultant for BMS. “When we developed the program, the sponsor’s advertising package we put together was estimated to be worth about $90,000 to $100,000. There was no dedicated sponsor’s television advertisement on the table, and no free production offered. The more the program came together, the more we found we could do to promote B&B and help customers buy green power. The promotion piece of the green power campaign continued to grow, and we now estimate that B&B’s advertising package is worth three times as much as originally thought!” The campaign itself kicked off in April and is centered on a joint effort among Puget Sound Energy, Snohomish County Public Utility District and Tacoma Power to encourage customers to purchase green power. Not coincidentally, B&B is representative of how commercial customers can ensure green power is part of the electrical grid. Through its relationship with BEF, B&B purchases enough Green Tags each year to offset all of its electrical power requirements with green power. This includes its roasteries in Olympia and in Atlanta, GA, as well as its three retail outlets. These purchases have made B&B America’s first 100% green powered coffee company. “Obviously, this donation helps us, our customers and our potential new customers get our coffee into their homes, and we appreciate that, but what is truly important is that this program helps get green power into people’s homes,” said Lois Maffeo, director of information and publications for B&B. “Every ton of greenhouse gases and other polluting emissions that are avoided because they were replaced by a green energy source is good for everyone. As a business whose operation is directly tied to the environment, we take green power to heart. We feel this applies to where and how we live as well, and we are proud to be able to contribute to this green power awareness campaign for all of our benefit.”
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