National Grid

A utility provider helps to keep the lights on.

In response to the financial strain caused by COVID-19, National Grid sought to support its customers in Massachusetts, New York and Rhode Island. Realizing that many of their customers couldn’t keep up with regular—but important—bills like rent and utilities, National Grid developed the Emergency Rental Assistance Program (ERAP). Established to help renters by covering up to 12 months of payment assistance and up to $2,500 towards overdue utility bills, all the program needed was a marketing and media partner to ensure that those who qualified knew where to begin.

That’s where we came in.

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To guarantee the program’s success, we focused on visibility. We developed a comprehensive media plan to promote ERAP using segmented ZIP code information from National Grid’s database, and complemented our illustrations and lifestyle images with supportive messaging. We relied on empathy and a little bit of candor—letting customers know that if they needed immediate help, they could turn to National Grid.

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That ZIP code information helped us target the neighborhoods where ERAP would be most beneficial. Using our full slate of media capabilities—social and programmatic media, email, direct mail, automated outbound calls, webinars and native media—our call to action was simple: We asked prospective customers to visit the regional landing page to determine if they qualified for assistance. We also set aside a percentage of our budget to translate ads into Spanish, broadening our community reach.

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With social media platforms like Snapchat, X (formerly Twitter) and Facebook as our social media standouts, we drove an incredible number of users to National Grid’s website.  

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Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.

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