With power shortages and energy issues making headlines nationwide, the opportunity to promote energy-efficient lighting has never been better.

Advance Transformer Co., Rosemont, Ill., is seizing that opportunity by promoting the use of energy-efficient lighting technology and educating users. The manufacturer's initiative, called “Smart Solutions for Energy Efficient Lighting,” is a multifaceted marketing communications and education program designed to stimulate awareness and action on the part of lighting users.

It makes use of a variety of media to present its message, including a dedicated Web site at www.advancetransformer.com/smartsolutions and advertisements in national business and general-interest publications. A “virtual tour” of a typical business facility on the Web site demonstrates a variety of energy-saving lighting upgrade opportunities and highlights the dramatic operating cost reductions they drive. A number of other printed and electronic tools will also play roles in the initiative.

The Smart Solutions initiative stresses the point that inefficient lighting is one of the biggest, most wasteful drains on the national electric grid. “It is estimated that fewer than one-third of the total potential T-12 to T-8 commercial upgrades that could take place have actually been implemented,” said Andrew Wale, Advance's vice president of marketing. “And new lighting technologies like dimming and pulse-start HID systems also offer multiple benefits. End users need to be educated on why and how they should initiate these upgrades now.”

According to Advance, the Smart Solutions initiative will be largely devoted to helping organizations easily obtain the competitive advantages of energy-efficient lighting. The Smart Solutions Web site will act as a conduit providing immediate access to resources, including contact with leading Energy Services Companies (ESCOs) that can provide fast turnkey implementation of energy-efficient lighting strategies and technologies. Informational sources and tools such as cost-savings calculators will also be resident on the Web site.

For more information on the initiative, contact Susan Bloom, via phone at (732) 563-3517 or via e-mail at susan.atc.bloom@philips.com.