Convince multifamily building owners to incorporate energy efficiency upgrades into their capital improvement plans.
Energy efficiency is low on the priority list for owners of multifamily buildings—if it’s even there at all. NYSERDA challenged us to create a campaign that would not only generate awareness and interest in upgrades among building owners, but to convert that interest into a significant uptick in leads.
Find out what makes building owners tick, and target it relentlessly.
General messaging based on features and incentives wasn’t doing enough to move the needle on upgrade projects, so we employed primary research to define a more specific target audience. Our research identified two key “best-prospect” market segments: one interested in ROI, and another more focused on tech-savviness and sustainability.
Create a smarter multifamily campaign—through full-service strategic planning, customized outreach and events and ongoing testing and refinement.
+300% new leads
50% conversion rate from live events
89% influence on qualified leads
+110% influence on qualified leads
+139% average microsite session duration