Convincing low-income families to sign up for free upgrades provided by the EmPower NY program.
EmPowerNY is a state-funded program that provides low-income families with energy efficiency upgrades to make their homes more comfortable and efficient. However, despite offering valuable home improvements at no cost, the program still had difficulty engaging families to take advantage of upgrades.
Go beyond “free” to uncover deeper fears, anxieties, and aspirations.
Through primary research, we found that, unsurprisingly, “free” is definitely a compelling motivator—but it has to come with transparency and sincerity. Results revealed that low-income audiences are skeptical of any deal that sounds too good to be true, and could be turned off by promises of no-cost home improvements that lower their energy bills.
Stop selling, and start solving problems.
Taking a “less is more” approach from the outset, we developed direct mail, print ads, banner ads, an SEM campaign, monthly lead nurturing emails, and contractor engagement materials designed to be simple, helpful, and reassuring.
2,200 new projects
31.5% of all new projects driven by marketing tactics
140k website visitors
10.48% website bounce rate vs. industry standard of 40-60%
91% unique website visitors
50%lead conversion from CBOs