CMC engaged dozens of channel partners in dissemination program information

Challenge

• Establish brand awareness of the PGW EnergySense Home Rebates Program among Philadelphia homeowners in a cost-effective manner

Solution

• Conduct detailed segmentation and targeted analysis and generated GIS mapping
• Engage community organizations
• Conduct strategic public relations campaign to garner media coverage

Critical Success Factors

• Target customers with highest participation potential, using analytics & GIS mapping
• Engage community organizations
• Conduct strategic public relations campaign to garner media coverage

Program Implementation

• Performed detailed segmentation analysis and generated GIS maps of target neighborhoods
• Established relationships with community organizations
• Provided content for association print and online communications
• Scheduled and gave presentations at association meetings and exhibited at community events
• Planned press event featuring Philadelphia Mayor Michael Nutter publicly announcing program launch
• Conceived and implemented press event demonstrating a live, home-energy assessment
• Created various collateral pieces including customer letters, flyers, print ads, FAQs and brochure

Results

• Engaged dozens of channel partners in disseminating program information through print and online resources
• Presented at more than 20 channel partner meetings and events
• Organized two press events, covered by three television stations, one radiostation, and one online news service