CMC Clean Markets Division helped New Jersey’s Clean Energy Program achieve deeper energy savings.

The Challenge

• Create compelling, impactful marketing campaigns to increase participation in commercial and industrial (C&I) programs
• Achieve deeper energy savings among the largest energy users in the state

The Solution

• Implement a marketing strategy for the C&I sector that is research-based, targeted and designed to be measurable
• Develop an overarching brand strategy for the NJCEP portfolio

Critical Success Factors

• Increase energy savings from non-lighting applications
• Increase program awareness by targeting specific decision makers and influencers
• Establish cooperative relationships across marketing, outreach and program implementation teams for the C&I and Residential programs

Program Implementation

• Utilized a content marketing strategy educating decision makers through articles in trade and industry press, case studies and a webinar series
• Created digital, print and radio advertising campaigns targeting C-level executives and facility managers
• Co-developed an umbrella campaign across the C&I and Residential portfolios, featuring a widely distributed info-graphic video to educate viewers of participation benefits
• Redesigned the program logo and updated C&I webpages, including a proprietary web portal that provides sector-specific energy profiles and common efficiency measures

Results

• Received a 16-percent increase in incentive applications over previous program year
• Increased program participation through webinars: 14% of FY15 webinar participants submitted applications in FY16
• Directed nearly 7,750 unique visitors to program website through marketing campaigns
• Engaged representatives from each of the state’s seven electric and gas utilities
• Generated program awareness through nearly 10,200 C&I homepage views
• Developed more than two-dozen case studies, published 18 articles and earned media references in more than two-dozen publications