Client: Pasadena Water and Power
Primary Objective: Crown City’s conservation efforts aims to put money back in residents wallets.
Campaign Name: Home Improvement Program – Good for Pasadena, Great for your wallet.
Our job was to provide research, key messaging, branding strategy, creative design, communication planning and outreach, implementing a brand ambassador training program, determining the best marketing tactics on reaching a hard to reach demographics. Pasadena Water and Power goals were to educate and enroll 500 residential customers in an energy efficiency and water saving program to reduce water usage by at least 28-acre foot per year, and develop a plan to make “smart energy” easier for people to understand and use. The following is how our team approached the project.
Phase 1: Research Demographics, Target Market, Tapestry Segmentation by ZIP Code- Our team relied on Claritas, USA Data and ESRI.com to provide the entire team with accurate real-time information.
Phase 2: Key Messaging and Branding
Phase 3: City-wide Outreach and Marketing Strategy, Brand Ambassador Training Program, Communications Launch and Phased-In Outreach Plan.
Phase 4: Creative Design and Collateral Materials – The design was modern, energetic, with bold, seasonal colors and communicated putting money back in one’s wallet and using energy wisely. The design of the annual campaign was in a seasonal approach using different messages, imagery and colors that aligned with the four seasons. Allegra’s creative team designed a visual that connected with PWP’s logo, seasonal direct mailers, community outreach fliers, door hangers, reminder cards, energy audit forms, envelopes, information graphics and other outreach collateral materials.
Allegra recently won a 2018 Hermes Award for best direct mail campaign