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"Going green" is a red hot issue for today's consumers. Consolidated Edison Co. of New York (Con Edison), recognizing this growing interest in environmental issues, made the decision to "go green" in May 2007 with a marketing campaign to promote electronic billing. The campaign, which encourages customers to receive their bills online by offering a donation to a tree-planting fund as an incentive, has proved a resounding success. During the first eight months of the campaign Con Edison has experienced a 62 percent increase in the number of e-bills activated, with customers activating more than 50,000 e-bills. |
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