Launching a new statewide brand

Promotional messaging earns wider audience, generates brand awareness and results.

Challenge

Leadership from the Florida PACE Funding Agency wanted to offer the easiest path to secure financing for energy-efficiency, renewable generation, and wind-hardening improvements. The Florida PACE Funding Agency engaged our firm to bring to life a breakthrough strategy that would provide the state’s property owners with a smart way to access these benefits.

Breakthrough

We launched and branded E|VEST Florida, a consumer-facing brand for the Florida PACE Funding Agency, and promoted it to Florida property owners and contractors through strategic digital marketing and earned media coverage — including articles about owners’ stories in each local market.

This smart digital campaign helped us reach a wider audience and significantly increased our online application submissions.

— Kevin Scully, Creative Director at Florida PACE Funding Agency

Integrated Marketing

Talking About E|VEST

Social Media Marketing

A social media marketing campaign placed promoted content into the Facebook and LinkedIn news feeds of targeted B2C (homeowners and commercial property owners) and B2B (contractors) audiences across Florida. Content drove prospects to quoting landing pages and educational articles on the E|VEST Florida website.

The Search For Financing

Search Advertising

A pay-per-click search campaign targeted Florida property owners looking for financing options and drove them to service-specific landing pages. The campaign was optimized over several months to increase clickthrough and conversion rates, and to decrease the cost per application submission.

Digital

E|Vest Florida Website

Website design, development

We designed and developed a website for E|VEST Florida that provided detailed information about financing options, as well as application portals for property owners and contractors wishing to participate in the process.

E|VEST Landing Pages

Landing Pages

We created a set of three landing pages to increase conversion rates of submissions through the application portals. Each landing page focused on a specific financing use case (A/C, roofing, solar) and explained the process in easy-to-understand terms. Responsive design ensured that page content adjusted to changes in screen size across desktop and mobile devices.

Public Relations

New Financing

Media Coverage

We announced each stage of the brand launch process as financing was acquired, as the program officially debuted, and as counties subscribed. Once property improvements began, we generated coverage of owners’ stories in each local market.

Outcomes

2,984

Property owner application submissions; Generated by E|VEST Florida campaign

177

Application Submissions in 2015 generated by earned media coverage

36,383

Visits to the E|VEST website