National Grid

National Grid is an electric and gas utility in Massachusetts, New York, and Rhode Island. National Grid’s comprehensive ENERGY STAR® marketing campaign deployed a three-pillar marketing strategy, including education, conversion, and community, that resulted in broad customer education and engagement on the benefits of ENERGY STAR across a wide assortment of products. Key 2021 accomplishments include:

• Educating consumers about the value of ENERGY STAR through a “Comfort Zone” campaign comprised of an Energy Efficiency Guide, blog posts, bill inserts, social media, and an email campaign reaching over 1 million customers in Massachusetts, Rhode Island, and Upstate New York, with open and click-through rates close to double industry averages.
• Converting customers through online marketplace promotions featuring ENERGY STAR, post-purchase educational outreach, and in-store programs working with 192 retail partner locations, all resulting in a significant increase in sales of ENERGY STAR certified air purifiers, dehumidifiers, smart thermostats, and lighting products.
• Engaging underserved audiences through an in-language, in-culture Hispanic campaign; a food-bank LED drive delivering 45,000 9-watt ENERGY STAR certified A-line bulbs; and a virtual school fundraiser to spread awareness and education about energy efficiency, climate change, and careers in energy that reached over 100,000 students and raised over $650,000 over the life of the program.

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