Energie Acties Soest (EAS) is committed to helping residents of Soest make their homes more sustainable. The organization offers energy scans and heating advice, among other things, and works together with local energy cooperatives such as SOEN. Despite their valuable services, brand awareness and involvement among residents could still be improved. That is why EAS asked WarmteLokaal to develop a marketing and communication strategy that would lead to greater visibility and more interaction with residents.
In order to arrive at an effective strategy, WarmteLokaal conducted a thorough analysis. This started with a study of existing respondents and the effectiveness of previous campaigns. The most important target groups were then mapped out based on BSR lifestyles, so that the communication would better match the needs and motivations of different groups of residents.
In collaboration with EAS and representatives of SOEN, we developed value propositions per target group through brainstorming sessions. This allowed us to determine more specifically which communication channels and resources are the most effective. The result is a strategy that not only creates more awareness, but also guides residents from initial interest to actual sustainability measures.
A key starting point in the communication strategy is the residents’ journey: from awareness and orientation to the final choice and action. This process differs per target group and requires a customized approach. We proposed various communication resources, including:
• Targeted social media campaigns with inspiring residents’ stories
• Neighborhood meetings and flyers, organized in collaboration with SOEN
• Personal approach via telephone calls and e-mails, tailored to specific target groups
• Interactive online tools, such as cost-saving calculators and informative webinars
• A professional website as a central location for information and registrations
This strategy not only helps EAS to increase its visibility, but also to actually get residents moving. The communication is better aligned with their questions and motivations, which increases the chance that they will actually take steps towards sustainability. EAS is considering training its energy coaches in target group-oriented communication and conducting a pilot for a specific target group via social media. In addition, the EAS website will be further developed into the central platform for residents who are interested in energy saving. With this project, WarmteLokaal shows how a targeted marketing and communication strategy can contribute to a successful energy transition at a local level.