NHSaves was seeking to elevate brand awareness and attract the customers of its four supporting utility companies (Eversource, Liberty Utilities, New Hampshire Electric Co-Op and Unitil) to take part in energy-saving initiatives. While the NHSaves program had been around for more than a decade, it was gaining little traction as the leading source for energy savings and efficiency.
EVR developed an integrated brand marketing campaign to better clarify the mission, drive awareness and promote environmentally responsible behaviors in support of a three-year, energy-efficiency promotion plan. We shifted brand misconception and redefined market position as a desirable and inspired movement that positioned both the NHSaves brand and their efficiency programs as valuable to the New Hampshire community.
A new visual brand identity was designed along with messaging and a brand platform, and all were integrated into a phased campaign driven by diverse media channels, unique content and digital strategies. The existing website was refreshed to enhance and enable a better user experience. More engaging content was created for public relations efforts and social media channels including Facebook Canvas ads, quizzes, polls and interactive flip cards.
Market understanding of the brand purpose was increased with the introduction of a brand descriptor (Your Source for Energy Efficiency) and a new logo mark. A progressive brand color palette, visual and verbal identity, design system and messaging were also created. Extensive brand research guided the entire development process.
To help drive brand awareness, EVR deployed an integrated media strategy leveraging both traditional and digital channels. We elevated online presence to help interested residents find NHSaves incentives and rebates. The campaign included radio, pay-per-click and display ads, Facebook, Pandora and Instagram newsfeed ads and boosted social posts.
Brand Radio Spot
Since the launch of the refreshed brand campaign, website sessions have doubled across the board, with the aid of both paid and organic marketing efforts. Channels such as Pandora, YouTube and Programmatic Native and Display were ideal for building brand awareness via their low average cost-per-impression and hyper-targeted delivery. The 5.5M+ impressions aided in increased brand awareness resulting in over 40,000 clicks and nearly 2,000 high opportunity actions on the website including rebate requests. Community building on social drove engaged traffic to the website and increased the number of Facebook Followers by 33% over the previous year. In addition to traffic, site engagement has also increased: time on site is up 13% while the overall bounce rate has decreased 22%.