New Jersey’s Clean Energy Program

New Jersey’s Clean Energy Program

By admin . 20 Apr, 2017 . in

 

THE CHALLENGE

  • Create compelling, impactful marketing campaigns to increase participation in commercial and industrial (C&I) programs
  • Achieve deeper energy savings among the largest energy users in the state

THE SOLUTION

  • Implement a marketing strategy for the C&I sector that is research-based, targeted and designed to be measurable
  • Develop an overarching brand strategy for the NJCEP portfolio

CRITICAL SUCCESS FACTORS

  • Increase energy savings from non-lighting applications
  • Increase program awareness by targeting specific decision makers and influencers
  • Establish cooperative relationships across marketing, outreach and program implementation teams for the C&I and Residential programs

PROGRAM IMPLEMENTATION

  • Utilized a content marketing strategy educating decision makers through articles in trade and industry press, case studies and a webinar series
  • Created digital, print and radio advertising campaigns targeting C-level executives and facility managers
  • Co-developed an umbrella campaign across the C&I and Residential portfolios, featuring a widely distributed info-graphic video to educate viewers of participation benefits
  • Redesigned the program logo and updated C&I webpages, including a proprietary web portal that provides sector-specific energy profiles and common efficiency measures
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