This is the deck I organized and presented at the 2014 Renewable Energy Markets Conference in Sacramento. This was part of the presentation I co-led with Tess O'Brien, the CEO/founder of Clean Power Perks, titled, "Marketing Renewable Energy in the Digital Age: Interactive Workshop."

1. Click to edit Master subtitle style
12/03/14
GREEN MOUNTAIN ENERGY:
BRAND VIDEO CASE STUDY

2. 22
WHO IS GREEN MOUNTAIN ENERGY?
• Nation’s longest-serving renewable energy retailer
(since 1997)
• Our Mission: Use the power of consumer choice to change
the way power is made
|
Cleaner Energy Products (Illinois, Maryland, New
Jersey, New York, Oregon, Pennsylvania, Texas)
RECs, Carbon Offsets, and Sustainable Solutions
for commercial customers in all 50 states
greenmountainenergy.com

3. 33
OUR IMPACT: OUR CUSTOMERS
• Since we were founded, our customers have helped
prevent as much CO2 pollution as:
• Green Mountain customers have also helped
develop 85 new wind and solar facilities across the
nation
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planting
3.6 million
trees, or
2.9 million
cars
off the road for 1 year, or
17.6 million
households
turning off their lights for 1 year

4. OUR CHALLENGES
• Competition:
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In Texas, the retail electricity market
is mature, and highly competitive.
Many REPs offer renewable energy.
How do we differentiate ourselves?
• Awareness:
The Northeast electricity market is
not as mature as Texas. Many
consumers do not even realize they
can choose their electricity supplier.
How do we generate awareness?
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5. 55
SOLUTIONS
How do we solve for these challenges using digital
marketing strategies and tactics?
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Mission-based
Walk the talk
Clean energy pioneer
Brand video

6. ACTION
• Launched brand video April 17, 2014.
• Benefits of Brand Video
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 Branding: Video featured on home page for positioning purposes
 Search: Improve YouTube search rankings
 CPA: Video used in upper funnel campaign to help trademark search
volume and Cost Per Acquisition
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Consideration
Awareness
(Upper Funnel)
Purchase
Purchase
Funnel
Conversion
Optimization
Retargeting
Branded Search
Non-Branded Search & Display
Mass Media Advertising, i.e. Out of Home

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RESULTS
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Views: 26,680
Minutes watched: 30,773
Avg. View Duration: 1:09 (80%)
Website conversion rate: +28% vs. PY
Website traffic: +24% vs. PY
Organic search traffic (Texas): +61% vs. PY

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WATCH VIDEO
CLICK IMAGE TO WATCH

9. 99
QUESTIONS?
Nick Schenck
Senior Manager Digital Sales & Marketing
Green Mountain Energy Company
@SchenckNick