Santee Cooper updated its rates, effective April 2025, with a three-part rate structure for residential customers that includes a new charge for monthly peak demand. To help residential customers understand the new rate structure and better control their bills, Santee Cooper created the “Defeat The Peak. Bank The Savings.” integrated advertising, marketing and public relations campaign.
Defeat The Peak follows the energy-shifting rivalry of the Santees and Coopers. Each family is trying to outdo the other at being energy savvy and keeping electric use low during the three peak hours each day that customer demand for electricity surges – and so does the cost to provide it.
“The campaign was designed to make managing electric use and demand during peak hours feel approachable and actionable, rather than abstract or intimidating,” said Nicole Aiello, Manager of Marketing.
Digital advertising, a dedicated webpage, social posts and more showed customers how the Santees and the Coopers mastered the art of timing energy-guzzling appliances, including dishwashers, clothes dryers, heating and cooling systems, and water heaters, to cut their peak demand and lower their electric bills.
By following the campaign’s primary messaging – shifting use of high energy use appliances to the 21 hours outside of peak hours – customers have more control over their bills through lowering their demand.
The campaign won two American Public Power Association Excellence in Communications Awards. However, the real test was if it resonated with customers, helped them understand and lower their demand, and drove measurable change in the amount of electricity used across the entire system during peak hours. The answer is a resounding “yes.”
By using the tips and tricks communicated through the campaign, customers are making smart energy decisions. As a result, Santee Cooper’s Energy Control Center has reported a measurable decrease in electric use during peak hours, and customers have reported making new energy-smart habits.
“In our annual residential customer service survey, more than three quarters of customers say they have made changes to their energy usage habits to save money as part of the Defeat The Peak campaign,” said Bryan Lewis of Director, Retail Customer Service. “The campaign definitely made an impression and is helping our customers transition.”