San Antonio, Texas – The Association of Energy Services Professionals (AESP) honored FOCUS ON ENERGY® at the organization’s 29th annual conference on Monday.
Focus on Energy, Wisconsin’s statewide energy efficiency and renewable resource program, won the AESP Award for Outstanding Achievement in Residential Marketing for the development, execution and impact of its 2018 “Wisconsin Is In” campaign.
“We are very proud of the ‘Wisconsin Is In’ campaign and honored to receive this recognition,” said Focus on Energy Program Director, Erinn-Monroe-Nye. “We want to thank the AESP and the volunteer judges for their hard work and dedication to the energy efficiency industry.”
Focus on Energy partnered with advertising agency Verdant (formerly Brand Cool) on the “Wisconsin Is In” campaign, which launched in January 2018 with the goal of increasing rural engagement and participation in Focus on Energy programs and offerings.
The campaign helped Focus on Energy increase residential participation by 68 percent in 582 rural zip codes identified by the Public Service Commission of Wisconsin, which conducted studies on the disparity of Focus on Energy benefits and participation in rural communities versus urban communities. As a result, the amount of financial incentives Focus on Energy paid to rural residential customers who invested in energy efficiency increased by nine percent.
To address the disparity, Focus on Energy and Verdant researched rural Wisconsin customers, including data from Focus on Energy’s most recent open-ended responses to customer satisfaction.
That research led to the creation of the “Wisconsin Is In” campaign. The advertising campaign promotes state pride and support, explaining that, by investing in energy efficiency, rural residents put money back into the state and support job creation. Encouraging rural residents to give back to their state – and to do so while saving money in their homes – was advantageous in driving support for economic improvement through participation in Focus on Energy.
Focus on Energy is funded by 107 Wisconsin utilities, and ratepayers served by those utilities are eligible for the energy expertise and financial incentives Focus on Energy offers to businesses, homeowners, farms, schools and local governments. The most recent independent evaluation found every $1 invested in Focus on Energy programs creates $5.93 in benefits for Wisconsin, including economic benefits, reduced energy costs, and reduced pollution.
About Focus on Energy
Focus on Energy is Wisconsin utilities' statewide energy efficiency and renewable resource program funded by the state's investor-owned energy utilities and participating municipal and electric cooperative utilities. Focus on Energy works with eligible Wisconsin residents and businesses to install cost-effective energy efficiency and renewable energy projects. Focus on Energy information, resources and financial incentives help to implement projects that otherwise would not be completed. Its efforts help Wisconsin residents and businesses manage rising energy costs, promote in-state economic development, protect our environment and control Wisconsin's growing demand for electricity and natural gas. For more information call 800.762.7077 or visit www.focusonenergy.com.
Founded in 1989 as a not-for-profit association, AESP is a member-based association dedicated to improving the delivery and implementation of energy efficiency, demand-side management and demand response programs. AESP provides professional development programs, access to a network of energy practitioners, and promotes the transfer of knowledge and experience.