Statewide | EnergizeNH

Public Interest, Energy, PR/Outreach, Media Buying, Statewide, Outreach, Op-eds, Reputation Management

Challenge:

Millennium partnered with McLane GPS to help the Business and Industry Association (BIA) of New Hampshire increase awareness and inspire action in response to the state’s energy crisis though branding, outreach, and public relations.

The BIA tasked Millennium, in partnership with McLane GPS, with developing a statewide marketing campaign and strategic outreach and public relations strategies that would raise awareness of the state’s energy crisis and influence policymakers to bring capacity into the region.

This presented the organization with a number of challenges:

  • Raise awareness of the state’s energy crisis
  • Inspire action among businesses throughout the state
  • Influence policy/policymakers to increase supply to the region
  • Communicate the energy crisis to the general public
  • Hold critical round-table discussions with key stakeholders
  • Identify metrics for success and track results

Approach

The Business and Industry Association’s position is that the state is in an electrical energy crisis that is affecting job creation and the economy, and the negative consequences of not adding more energy infrastructure are pronounced.

The Business and Industry Association is New Hampshire’s statewide chamber of commerce and leading business advocate, representing more than 400 members in a variety of industries. The campaign was branded EnergizeNH. Together with the BIA, Millennium (mass media) and McLane GPS (PR/outreach) targeted NH’s businesses, policymakers, and the general public with powerful statistics, testimonials, and direct messaging that reinforced the BIA’s position on the energy crisis.

 

The mass media campaign included a strategic mix of traditional and digital marketing efforts. The public relations and outreach included statewide news releases, op-eds, letters to the editor, and presentations.

Millennium developed a powerful mass media campaign including creative logo design; a fully-responsive, lead generating landing page, and high-impact online advertising as well as print, TV, and radio. In addition, Millennium worked with McLane GPS to get the word out to policymakers regarding the state’s energy crisis and what must be done to alleviate the problem.

 

Solution / Results

Millennium’s strategic campaign garnered significant results for BIA. The campaign delivered more than 2.5 million impressions, 2 million of which were from traditional media including television, radio, and print, and approximately 500,000 from online media including video, display, and pay-per-click advertising.

The digital campaigns delivered more than 15,000 interactions, resulting in an engagement rate of 3%.

The public relations initiatives conducted in collaboration with McLane GPS provided extensive media coverage, from press releases to op-eds and more.

The EnergizeNH campaign was impactful across New Hampshire’s business community, increasing awareness about the region’s energy crisis and enhancing exposure for the BIA.

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