Brand Building / Corporate Sustainability / Stakeholder Engagement / Competitor Analysis
What I did: Created personalised content to spread awareness on renewable energy to small business owners in Moreland. Applied ethnographic research methods to understand people in the area and their sentiment towards sustainability. The project objective was to get the attention of decision-makers and prompt them to book an on-site feasibility assessment.
The Customer Funnel:
Awareness → Engagement → Conversion → Loyalty → Advocacy
Awareness represents the small business owners in Moreland, that are eligible for a government rebate, and does not have solar power installed already. The intent of our communication was to…
• Educate the impact of climate change and how small businesses can make a difference.
• Provide insights into the cost-savings of renewable energy and government rebates.
• Promote EnviroGroup as the preferred vendor for commercial solar power installation.
Of the total registered businesses in Moreland, the Construction and Transport industries were the most dominant. Based on these findings, we tailored our approach to specifically target these customer segments.
The Result: Generated personalised marketing collateral that encouraged business owners to switch their electricity to renewable energy thereby reducing their carbon footprints. Achieved an engagement rate of 27% from the initial outreach.
I created a style guide for the company to elevate their corporate branding.
