Energy Trust of Oregon -
Business Lighting

Challenge: Oregon HB 2531 effectively banned the sale of fluorescent lighting beginning in 2024. Converting from fluorescent to LED lights was widely seen as a costly and complicated process for many businesses, especially small and non-profit entities.

Objective: The objective of this campaign was to effectively provide awareness to small business owners in Oregon that, for a limited time, Energy Trust of Oregon was offering qualifying small businesses a no-cost lighting upgrade to LED lights. They needed to know this incentive existed, was legitimate, and that they should take advantage of it before time ran out.

Strategy: This incentive was offered to small businesses in both the commercial, industrial, and non-profit sectors. BPN needed to create a straightforward, easily understandable, B2B focused message that educated business owners about the ban, explained the free incentive program, and drove the audience to take action. BPN executed creative decisions in a way that would reflect and resonate with both commercial and industrial businesses. This campaign was executed across various English and Spanish publications in Oregon, Google search, social media (Meta and LinkedIn), and programmatic display ads. A key aspect that we kept in mind during the conception of this campaign was Energy Trust’s goal of reaching more underserved communities. BPN ensured that the media placement and creative itself would be accessible to these communities. Google keywords, social media assets, and print creative were all transcreated into Spanish in order to directly reach and resonate with these audiences. Additionally, BPN developed two testimonial blog posts from customers who had taken advantage of this offer. These blog posts help build the trust between Oregonians and Energy Trust. We aimed to focus the blogs on the customer and their story rather than just promoting the offer.

Results: The final results of this campaign massively exceeded expectations. Due to the unexpectedly large amount of installation sign-ups and savings running close to capacity, the social media component of this campaign needed to be concluded four months earlier than planned.