Example Programs and Campaigns
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Net Metering Campaign

This campaign was designed to take advantage of confusion and people searching for answers on a program in flux.

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Rebut Free Solar

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Net Metering Campaign - 9 Months

Educate & Inform

Many prospective buyers were confused about the concept of net metering. Understanding was made more challenging as policies were changing at the time, and many did not know the differences or confused the multiple policies.

Being a source of information for both casual and serious researchers has long term value. It benefits the brand when giving people facts and information that are easy to grasp. And when there is less personal intrusion - such as collection of information and following up with direct contact - the brand impression may be even stronger for some people.

Being a source of information for both casual and serious researchers has long term value. It benefits the brand when giving people facts and information that are easy to grasp. And when there is less personal intrusion - such as collection of information and following up with direct contact - the brand impression may be even stronger for some people.

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3 - Three Month Projects
A series of campaigns across media and advertising spaces. Direct email campaigns were used for existing and new leads.
Targets and Results

The overall goal was to achieve wider brand awareness and to produce more curious and serious leads.

  • Collected 1,871 names and contact information.
  • Acquired 388 new top of sales funnel entries.
  • Converted 157 second stage (quotes) leads.
Wrap-Up Observations
After the campaigns were ended, requests for net metering information continued. Beginning with second project and into the third, downloads were offered. Future requests were partly traced to those digital documents.

Rebut Free Solar - 4 Months

Clarify & Encourage

Soon after the passage of the Inflation Reduction Act, there was a sharp increase in advertising and content promoting "new government programs" about "free solar".

Taking advantage of these online free solar digital promotions, there is an opportunity to leverage existing awareness as well as introduce the topic to those for whom it is new.

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1 - Four Month Project
A spectrum of ads was the primary choice to compete with and alter the free solar impressions made. Multiple posts and a landing page were added for long term gain.
Targets and Results

There were two key goals: To become a source for honest and no-nonsense information about solar costs and to enhance the company reputation. And to produce new leads.

  • Encouraged over 600 and still counting branded downloads.
  • Generated 249 first stage sales leads directly from discussion on the topic.
  • Converted 86 second stage (quotes) leads.
  • "Free Solar" search engine results (SERP) position improved 80% at end of campaign;
Wrap-Up Observations
Landing page visits and downloads continued to grow after the campaign end. Although campaign generated a volume of less serious buyers, net sales over that forecasted for the year increased.

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