Description:

The focus of marketing for commercial, industrial and agricultural energy efficiency programs is historically on large business customers. But an equitable approach requires engaging small businesses including those in rural areas and owned by people of color. 

Energy Trust of Oregon achieved impressive results in reaching these businesses through their integrated Run Better/Rinde Mas marketing campaign. This session will review the strategy and implementation of the campaign in 2021. It will also touch on the changes made to the campaign for 2022 based on the 2021 results and the initial results from this year’s campaign. 

By participating in this webinar, attendees should be able to: 

1. Describe a successful strategy for engaging small businesses in energy efficiency.
2. Demonstrate the effectiveness of digital strategies in targeting small business owners
3. Enable other programs to employ similar strategies in their commercial, industrial and/or agriculture programs

Speaker