PPL EnergyPlus Supporting Residential Offers with Direct Mail, Mass Advertising

May 4, 2011
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PPL EnergyPlus is supporting its new residential offers at PECO and PPL Electric Utilities with a variety of marketing efforts, Gene Alessandrini, senior vice president of marketing for PPL EnergyPlus, told Matters.

As first reported by Matters (5/3), PPL EnergyPlus entered its first residential markets with fixed rate offers at both PECO and PPL Electric Utilities.

Alessandrini told matters that PPL EnergyPlus will support the offers through newspaper and radio ads, direct mail, and well as various business partnerships.

Alessandrini said that expanding PPL EnergyPlus' service to residential customers was a natural progression, and that the timing of its market entry (versus when rate caps first came off) reflects PPL EnergyPlus' desire to first establish a strong foundation on the non-residential side before taking on a new expansion. Given the resource and technology-intensive nature of the mass market, PPL EnergyPlus timed its residential expansion so that it would not overload its business, Alessandrini said.

Alessandrini said that, long-term, PPL EnergyPlus expects to expand mass market sales both to additional service territories in Pennsylvania, as well as other states in PJM, but that plans will depend on a number of factors, including its experience at PECO and PPL.

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