CMC engaged dozens of channel partners in dissemination program information
Challenge
- Establish brand awareness of the PGW EnergySense Home Rebates Program among Philadelphia homeowners in a cost-effective manner
Solution
- Conduct detailed segmentation and targeted analysis and generated GIS mapping
- Engage community organizations
- Conduct strategic public relations campaign to garner media coverage
Critical Success Factors
- Target customers with highest participation potential, using analytics & GIS mapping
- Engage community organizations
- Conduct strategic public relations campaign to garner media coverage
Program Implementation
- Performed detailed segmentation analysis and generated GIS maps of target neighborhoods
- Established relationships with community organizations
- Provided content for association print and online communications
- Scheduled and gave presentations at association meetings and exhibited at community events
- Planned press event featuring Philadelphia Mayor Michael Nutter publicly announcing program launch
- Conceived and implemented press event demonstrating a live, home-energy assessment
- Created various collateral pieces including customer letters, flyers, print ads, FAQs and brochure
Results
- Engaged dozens of channel partners in disseminating program information through print and online resources
- Presented at more than 20 channel partner meetings and events
- Organized two press events, covered by three television stations, one radiostation, and one online news service
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