Marin Clean Energy
At a Glance
Industry
Energy or Utility
Project Types
Clean and Renewable Energy, Engagement and Behavior Change
Year
2023
Location
San Rafael, CA
Summary
Beth Craig developed a comprehensive communications strategy for MCE’s electrification efforts to increase awareness and make electric technology more accessible to homeowners, small businesses, and contractors.
Goals
MCE is a public, not-for-profit electricity provider that delivers renewable energy at stable rates and reinvests in local energy programs. Electrifying homes and businesses is essential to MCE’s mission of reducing emissions and creating equitable community benefits.
To support this mission MCE enlisted Beth Craig to develop an electrification communications strategy to hone messaging and reach new target audiences with information and resources to help them electrify.
Solutions
Beth Craig developed an electrification communications strategy in the following stages:
- Research of available technologies, benefits of electrification, barriers to adoption, and MCE’s electrification offerings.
- Analysis of the current market and MCE’s service area to identify and define key target audiences.
- Cross-reference of competitor analysis and communications best practices to identify specific strategies to reach each target audience.
From this research, Beth developed a communications strategy proposal and best practices to spread awareness, encourage action, and increase visibility on available rebates and incentives.
Based on the outlined communications strategy Beth also crafted a comprehensive toolkit of educational and informative digital resources including blog posts, social media posts, videos, decision trees, and an electric appliance comparative analysis.
Potential Impact
Implementation is expected to improve awareness around the importance of electrifying homes and businesses, increase engagement across MCE’s digital channels, and create a buzz in the early adopter market. This project will help reach additional audiences with information and incentives to make electrification more accessible for all.