CMC Clean Markets Division helped New Jersey’s Clean Energy Program achieve deeper energy savings.
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
Results
- Received a 16-percent increase in incentive applications over previous program year
- Increased program participation through webinars: 14% of FY15 webinar participants submitted applications in FY16
- Directed nearly 7,750 unique visitors to program website through marketing campaigns
- Engaged representatives from each of the state’s seven electric and gas utilities
- Generated program awareness through nearly 10,200 C&I homepage views
- Developed more than two-dozen case studies, published 18 articles and earned media references in more than two-dozen publications
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