CMC successfully achieves PPL small business goals with multichannel, integrated marketing campaigns.
Challenge
- To deliver more than 320 MWh of energy savings from PPL’s small business Direct Discount program in less than three years
- To create innovative marketing marketing strategies and campaigns that exceed the average response rate of 2-2.5%
Critical Success Factors
- Cooperation and coordination between all marketing and public relations players, within PPL, it’s contractors and the stakeholder community
- Create targeted communications and relevant messaging
- Integrate campaign through specific channel partner associations and direct to small businesses through direct mail, e-blasts, mass advertising and social media
Program Implementation
- CMC worked closely with PPL Corporate Communications, PPL’s advertising agency, program implementer DNVGL and PPL stakeholders to launch the Direct Discount program and maintain momentum throughout the three-year period
- CMC designed and organized Main Street “blitzes” press events followed by program teams going door to door to Main Street businesses, offering free energy assessments
- CMC created social media and e-blast campaigns delivered through channel partner organizations
- Working through PPL Corporate Communications, CMC developed press kits, organized press events and developed supporting materials
- PPL’s Advertising agency designed direct mail campaigns, print and media advertising and marketing collateral
Solution
- Design a series of multichannel, integrated marketing campaigns to target market segments with the greatest potential and achieve better-than-average response rates
Results
- Achieved a 25% small business market penetration within three-year time frame
- Exceed small business program goals
- Achieved marketing campaign response rate four times greater than average
- Showcased as a feature presentation at the 2012 AESP Spring Conference in Baltimore
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