Nashville Electric Service 2015 Neighborhood Energy Savers Workshop campaign
Nashville Electric Service (NES) is one of the 12 largest public electric utilities in the nation, distributing energy to more than 360,000 customers in Middle Tennessee. As a service to its customers, NES offers free community workshops teaching the importance of energy efficiency.
Challenges / Objectives / Implementation
While consumers are increasingly aware of the benefits of using less energy, the challenge lies in getting them to change their behaviors. Based on primary and secondary research, NES could capitalize on growing consumer interest in energy efficiency.
DVL Seigenthaler created a comprehensive marketing plan to generate goodwill on behalf of NES in the community and position the utility as a responsible community partner. The plan targeted NES customers at large and a sub-group of customers with an interest in being “green.” Working in conjunction with NES, DVL Seigenthaler established messaging specific to target audiences, developed tactics for workshop promotion, established an overall look for the campaign, updated workshop presentation materials and created a post-workshop survey. In addition:
- Workshops were featured in multiple electric bill inserts and in NES’ monthly customer newsletter (Power Notes) with similar calls to action.
- A half-page flyer with workshop information was made available in the NES lobby, community centers and workshop locations.
- Yard signs announced the workshop locations.
- Workshop location channels (e.g., YMCA member email, flyer on bulletin board) were used to contact people who already frequented the event spaces.
- Posters were created to hang up in local businesses, like coffee shops.
- A series of full-page ads was developed to promote workshops throughout the year.
- Two radio spots were produced and aired on local stations to promote upcoming workshops.
- Twitter and Facebook ads promoted each workshop. Digital and audio ads ran on Pandora and were targeted by the listener’s location. Workshop updates were posted to NESPowerNews.com for consumers and media.
With a 30% increase in the average number of attendees per workshop, DVL Seigenthaler successfully
DOUBLED the goal set for a 15% increase in attendance. Additional metrics include:
- 80% of workshop attendees found out about the workshops from one of the executed marketing strategies.
- 239 attendees participated in the hands-on workstations teaching DIY home improvements.
- 180 energy-saving tool kits were distributed.
- Attendees gave an average rating of 4.9 out of 5 for the program.