Putting the spotlight on small business energy efficiency.

Unbeknownst to many small business owners across Massachusetts and New York, National Grid offers no-cost energy assessments to small businesses to help them identify ways to reduce energy usage and costs. Small businesses that take advantage of the assessment can also receive incentives from National Grid to offset project costs of any eligible energy efficiency upgrades they decide to implement at their facility.

While small business owners consider environmental, social and corporate governance to be a priority and would love to reduce their energy usage, most of them are very busy managing their company and have limited staff and personnel. Mower was tasked to develop a campaign that would grab their attention, increase awareness of the program and boost the number of small businesses that sign up for no-cost energy assessments.

Using case studies to put the spotlight on real small business owners.

Mower developed the “Spotlight on Small Business” campaign to give special attention to the real small business owners the utility serves day in and day out. Partnering with vendors who created case study videos, Mower designed a landing page with a header image featuring real National Grid small business owners. Headlines and call-to-actions on the page were designed to encourage visitors to sign up for a no-cost energy assessment.

Powerful testimonials from these business owners featured in both the videos and case study articles, written by Mower, showcased the positive impact these energy efficiency projects had on their small business.

Mower used email, paid search and paid/organic social media to drive traffic to the landing page and shared the news with local Chambers of Commerce as another way to increase awareness of the program.