Overview
In the Spring of 2007, PNM, New Mexico’s largest utility company, contracted the services of APT.  Pending legislative approval, APT was to formulate and manage a program to increase consumer awareness and purchases of ENERGY STAR® CFLs and light fixtures.  

Initially, the program would feature PNM-sponsored markdowns on CFLs at "big box" retailers such as The Home Depot, Costco, Lowe’s and Sam’s Club.  Later, a discount of $1.50 off CFL bulb packages and $12.00 off light fixtures would be offered to PNM electric customers at independent retailers through the use of instant coupons.

PNM wanted to offer these discounts to their residential electric service customers throughout New Mexico. Their goal was to use a variety of retailers to sell 231,000 CFLs in 2007.  

When the legislature gave its approval on August 28, APT had a majority of the components of the program already in place.

Implementation
In June 2007, Larry Gould joined APT as the PNM Program Manager.  During the next two months, 2 Field Representatives were hired and trained, point of purchase (POP) materials were designed and produced, and a list of potential retailers was established.  Larry and Mike Del Negro worked daily with the PNM team, Brad Steele from Energy Federation, Inc., and various retailers and bulb manufacturers to affect the program launch on October 1, 2007.

Meanwhile, PNM worked with EFI to create an online catalog store where PNM customers could purchase discounted bulbs and lighting products.  A website was also created to promote the Home Lighting Program and identify the participating retailers.  The Field Representatives visited the retailers to explain the program, set up the POP materials and hold in-store events to promote the CFLs. 

On November 1, the Field Representatives began visiting hardware stores to arrange for their participation in the program.  Supermarkets and drug stores will be added in 2008.

Summary of Results
The program was launched on October 1.  During the next 3 months, the program generated the sale of over 333,000 CFLs, exceeding the 2007 sales goal by 45%.  Representatives from PNM have visited the stores and have reported their satisfaction with the initial launch and praised the capabilities of the 2 Field Representatives.

The 4 "big box" retailers along with TCP, Feit, GE and Sylvania have provided weekly sales data to APT.  The 2 Representatives have regularly notified the stores of their sales performance and have worked to implement improvements in product placement and signing within the stores.

Presently, APT is working to include grocery stores, drug stores, and small independent retailers in the program. The Field Representatives have visited many prospective retailers to enroll them in the Instant Coupon Program.  For further impact, PNM is featuring the Home Lighting Program in its monthly bill enclosures, on its website, and by the use of billboards throughout Albuquerque.