The Goal

Nashville Electric Service Energy Savers Workshop - The Goal
  • 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

The Plan

Nashville Electric Service Energy Savers Workshop - The Plan
  • 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

The Execution

Nashville Electric Service Energy Savers Workshop - The Execution
  • 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

The Results

30% INCREASE

in average number of attendees at workshops

80% OF WORKSHOP ATTENDEES

learned of the workshop from one of the executed marketing strategies

239 ATTENDEES

participated in hands-on DIY workstations

4.9/5 AVERAGE RATING

from attendees for the program

Nashville Electric Service Energy Savers Workshop - The Results

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