Since 2004, Staples Marketing Communications has provided comprehensive marketing and
outreach services ...
... for six Energy Watch Partnerships, which are joint programs between Pacific Gas and Electric Company and local government entities.
Situation
Energy Watch Partnerships are designed to reduce local energy use by delivering a suite of local programs and services geared to the needs of the partner community.
Solutions
We completely revised its marketing strategy, focusing more on 1) credentialing the program and its benefits within the business community, 2) facilitating direct communications with business owners and managers. Our 2010 marketing approach includes:
- Partnering with local Chambers of Commerce for member email-blasts; hard copy and e-newsletters; presentations at business mixers, seminars and workshops; website ads and articles; pilot projects with businesses that have taken energy efficient actions.
- Generating editorial coverage in local news media, including business publications
- Identifying the decision-maker at local businesses, sending a letter of introduction, following up with a meeting
- Leveraging city and/or county communications to local businesses
Results
The program has assisted in achieving enrollment goals. More than 1500 businesses have been enrolled in the program.
