The Community Energy Scheme, Stoke
April 6, 2019
Renewable, challenger energy brand, Solarplicity wanted to launch their Community Energy Scheme in partnership with Stoke-on-Trent City Council.
The primary target audience were council tenants; a cross-section of society from young families to retired workers, all who have a strong sense of local community.
We had a strong proposition; save money on your energy bills and feel good about saving the planet.
Council tenants are a ready-made community where word travels fast. We knew we needed to exploit our most powerful marketing tool; word of mouth and so we created a 3 month, multi touch campaign to celebrate the benefits that the scheme brings.
You can find out about the experiential aspect of this campaign here >
To raise awareness of the Community Energy Scheme to Council tenants across Stoke-on-Trent
To support the sales and customer service team with the relevant marketing collateral to ensure customers were educated on the benefits and the features of the scheme
How do you introduce a new, innovative and technology-led energy scheme, to an audience where over 50% are unengaged with the energy market?
#1 Be bold with your message
#2 Reassure through education & familiarity
#3 Keep it local with the focus on the community
#4 Be engaging with your activity
Compared to the same period the previous year (August to October) the amount of new visitors from Stoke increased ten-fold and ranked 2nd (next to London) in terms of the most visitors from any one, single location.
The sales team reported that after the campaign, circa 80%+ of council tenants they engaged with had heard about the scheme.
The customer service team reported that customers were much more knowledgable about the scheme and as such, confident in signing up.
Since the launch of the scheme and over a period of 6 months, over 5,000 tenants signed up, exceeding expectations.
How we did it
Multi channels to engage and reassure