A sponsorship with the PGA has helped Constellation promote its brand by showcasing energy efficiency on golf courses.
"We wanted to be customer centric and talk about innovation," says Kristina Gregory, vice president, marketing and corporate sponsorships for Constellation. "Corporate stewardship is important and we wanted to let customers know about our community focus.
Baltimore-based Constellation, part of Exelon Corp., serves about two million residential, business and public sector customers through six utility companies. The PGA partnership focuses heavily on promoting sustainability in golf and reducing the sport's energy impact. The energy sector doesn't typically spend a lot of money on brand building, but he partnership was appealing, because Constellation realized it could own the concepts of energy efficiency and sustainability with the PGA, as the association didn't currently have a sustainability manager.
When the partnership started in 2016, Constellation did research to figure out what changes it wanted to measure and communicate to the public. "It provided the PGA with an opportunity to talk about Constellation naturally," notes Gregory, who spoke at the recent ANA Masters of B2B in Chicago.
The average gold course spends more than $54,000 annually on electricity, especially when you consider the high water consumption of most courses and country clubs. Constellation's sustainability initiatives could save the courses 30 to 40 percent each year.