To drive participation in the campaign, PSE and the C+C team employed a variety of traditional and grassroots promotional tactics.
Radio: The team partnered with three radio stations across PSE’s service area to drive participation, with a combination of (3) :60 radio spots promoting the events, contest, and volunteering elements; live remotes at three Rock the Bulb events; and other efforts such as blog postings, listener emails and in-studio interviews. The bulk of the radio promotion focused on these stations, with supporting coverage on several other regional news and music stations.
TV: The team partnered with Comcast to run a ‘zoned’ :60 spot on cable TV, customized for each region where events were held and scheduled to run in the week preceding each event. PSE also partnered with the local Univision affiliate, KUNS-TV, to reach out to Spanish-speaking populations in advance of the events held in Federal Way, Kent, Auburn and Puyallup.
Print: The team developed a 3-column ad customized for each region where events were held, as well as a 4-column ad listing all event locations. These ads were placed in major regional publications, as well as smaller community papers in each community hosting an event – including Spanish language paper La Raza del Noroeste.
Web: The team developed a web banner ad promoting the contest and events, customized for each week’s upcoming event. The ad was placed on major local newspaper, TV and radio web sites.
Internal PSE Media:The team developed a piece to go into customer bills announcing the campaign, and drafted several articles for PSE’s internal media vehicles including Energy at Home email newsletter, EnergyWise customer newsletter and several pieces for Friday Focus, which reaches PSE employees each week.