Nashville Electric Service Energy Savers Workshop, Work Overview

Overview

INCREASE CONSUMER INTEREST
in energy efficiency by partnering with Nashville Electric Service (NES)
HELP NES
attract more attendees to its free Neighborhood Energy Savers Workshops
GENERATE GOODWILL ON BEHALF OF NES
and position NES as a responsible community partner

CREATE
a comprehensive marketing plan to generate interest in workshops and convert consumers into energy savers
ESTABLISH
messaging to specific target audiences (customers at large and a sub-group of customers interested in being “green”)
DEVELOP
tactics for workshop promotion

SOCIAL ADS PROMOTING THE WEBSITE
were posted on Facebook and Twitter and streamed on Pandora
TRADITIONAL MARKETING
such as bill inserts and posters were used
CALLS TO ACTIONS
were placed in the monthly NES newsletter (Power Notes)
WORKSHOP LOCATION CHANNELS
(e.g., YMCA member email, flyers on bulletin boards) were used to contact people who already frequented the event spaces
PRODUCED TWO RADIO SPOTS
and aired them on local stations promoting the upcoming workshops

in average number of attendees at workshops

learned of the workshop from one of the executed marketing strategies

participated in hands-on DIY workstations

from attendees for the program