Driving Engagements and Leads for Energy Efficiency Programs

CLIENT

South Jersey Gas

CAMPAIGN

Energy Efficiency

INDUSTRY

  • Energy

SERVICES

  • Data Analytics, Design & Copywriting, Digital, Print & Fulfillment, Segmentation Strategy, Strategic Marketing, Websites
Overview

Whale has been working with South Jersey Gas (SJG) on their energy efficiency data & marketing efforts for over 4 years, including both residential and commercial activations. These programs include, but are not limited to; Energy Efficiency Brand Awareness, Quick Home Energy Checkup (QHEC) (formerly Home Energy Assessment), Weatherization, Loans & Rebates, Home Performance with ENERGY STAR, Direct Install, and Prescriptive and Custom.

Whale Deliverables

Data Analysis: Appending data, creating profiles and segmenting individuals into tiered targeting databases containing who is most likely to participate in each program based on past program enrollments.

Strategy Development: Creation of channel strategy, drop schedules, concept development, creative & copy strategy, and overall marketing management.

Campaign Execution: Execution of marketing campaigns using channels including: all creative & copy for the campaign, direct mail print & production, digital advertising, email, landing page design & development, and more.

Ongoing Tracking & Optimization: Monthly tracking presentations and ongoing optimization to ensure campaign success.

Success and Results

At Whale, we understand that every utility’s service territory and customers are unique, and that marketing strategies must be tailored to meet the needs and wants of the local customer base. For SJG’s Energy Efficiency campaign, we always start each year with updated data analyses and database builds to ensure that we are targeting the most likely to participate customers. We also use the data nuggets to help in our creative concepting and build out efforts. For EE, we use a variety of marketing tactics depending on the program and end-user. Over the years, we’ve been able to create a successful marketing mix that has led to favorable marketing results and helped contribute to:

Over 100% increase in leads

for residential EE programs year-over-year.

On average 3x more leads

for commercial EE programs compared to historical results.

Summary

By utilizing tailored target audiences, integrated marketing tactics, and strong creative/messaging, Whale has  year-over-year run successful lead-generation marketing campaigns for the South Jersey Gas Energy Efficiency Programs.