Massachusetts Clean Energy Center
Building Statewide Awareness Through Local Support
To achieve statewide reach efficiently and creatively for MassCEC, we implemented a strategic mix of various channels and tactics. Channel allocation was based on various factors, including cost, message flexibility, regional relevance, and targeting opportunities.
As a Boston-based company, we highly value our work for the Commonwealth. For four years, we've partnered with the Massachusetts Clean Energy Center to promote clean energy solutions and reduce the reliance on fossil fuels. Our challenge was timing our outreach to maximize impact within a broad audience throughout Massachusetts.
We crafted a strategy that combined local community support with consistent statewide branding. Our plan included a 70/30 mix of channels for awareness, engagement/and conversion.
- TV (linear and connected) and out-of-home placements (recycle kiosks, bike share posters, station domination, roadside billboards) to enhance visibility
- A custom sponsorship with the WooSox for regional support
- Digital video expansion, standard banners, native ads, and high-impact formats for scale and engagement
- Optimized Search budget based on historical performance
We tailored messaging for specific Massachusetts regions that are more likely to adopt certain technologies, rotating relevant messages across digital channels to complement our brand messaging.