Beat the Peak
Statewide Utility Campaign Case Study
THE NEED
The BTP campaign was originally designed to achieve 2 primary goals:
- Educate members on the BTP Initiative and how it impacts them
- Reach 20k BTP sign ups by the end of the program (from all sources and combined with existing total)
- In 2020, we added another conversion point to the campaign – Smart Thermostats. With a potential cost to the member, we know the conversion rates will be significantly lower than with the BTP sign ups. However, the upside to the providers is significantly higher than with BTP savings.
THE PLAN
The original strategy we developed included the following elements to accomplish the above goals:
- Sponsored Facebook Marketing campaign from the Beat the Peak Facebook page
- Geo-Fencing Events
- Display Ad campaign focused on the service communities in the state
- Search Engine Marketing Campaign
Revised, Current strategy:
- Narrowed our Geo-Fencing campaign to only the larger Annual Meetings. This helped us to deliver the impressions. We found that this was a huge driver to the website but did not convert at the desired level.
- We found that even though we were creating awareness for the BTP Initiative, we could be more laser focused on reaching the potential members by capitalizing on the brand recognition of the provider instead of BTP. This became a highly successful change and as a result, we discontinued the display and the geo-fencing campaigns and allocated those dollars to expand our footprint with this tactic..
THE RESULTS
Key Performance Indicators: