Solar Rebrand​

​

Challenge: Austin Energy's Solar Incentives Program was in need of a rebrand, asap. Also, with federal incentives ramping down and a new program on the horizon, the time had finally come to advertise the program. 

​

Research & Insight: ESRI Tapestry Segmentation data was used to discover a target audience of active, tech savvy, educated, and socially responsible Austinites. Those who were willing to pay the price to go solar did so as a way to "keep up with the Joneses" and to showcase their love for the environment. Creative and taglines were tested and refined by employing focus groups and online surveys. 

​

Strategy: Vibrant colors and illustration were used to attract attention and embody the quirkiness of Austin culture. The following tactics were scheduled and implemented: new landing pages on the Austin Energy website, weatherization assistance for the low-income neighborhood surrounding the community solar project site, radio spots, newspaper and magazine print ads, Facebook advertising, direct mail, event outreach, and messaging sent through owned media channels, such as the Online Customer Care portal, Facebook, Twitter, and the utility's monthly newsletter.