ESA Campaign

TOU Summer 2023 Campaign • Home Energy Checkup Videos • FERA Campaign • ESA Campaign

ESA Campaign

The Energy Savings Assistance (ESA) Program provides free energy-efficient home improvements to PG&E customers who meet specific income requirements, and own or rent a home that’s at least five years old. Previously, ESA was mailing on a quarterly basis. Now, due to the success of highly engaging program messaging and creative we worked on with Jascenth Edwards, the campaign strategy is being transitioned to monthly automated campaigns to ensure a steadier flow of applications in the pipeline. This allows implementers to better keep up with the demand being generated.

Campaign elements include video, direct mail, and email.

Videos

We created these videos to help customers understand the details of the offering and the process, including what will happen after they apply. Both videos use family members to deliver the message, rather than faceless announcers. This makes the message feel a lot friendlier. We also include playful elements, like pets, to further warm up the communication.

Direct Mail and Email

These elements focus on delivering newsworthy information that prompts people to take action. We highlight the recent change in income guidelines making more people eligible, which enables us to encourage them to apply again even if they’ve unsuccessfully applied before.