“Hey, Contractors!” Digital Advertising Campaign

Three rural counties on California’s central coast got together and created a novel partnership to deliver energy-saving programs and industry trainings to help reduce energy use and strengthen local job markets. Called 3C-REN (Tri-County Regional Energy Network), it’s a multi-million dollar investment by the Counties of San Luis Obispo, Santa Barbara and Ventura.

3C-REN’s programs were spreading steadily by word of mouth and earned media, but they wanted to really ramp up with more new contractors. Those contractors, in large part “mom and pop,” 1-2 person operations, are strapped for time; they could benefit from 3C-REN’s on-demand trainings, direct incentives, and client-finder supports, if only they knew about them.

The solution was a digital ad campaign targeting contractors in the region. The campaign to speaks directly to contractors working in energy efficiency upgrades. Objects–a heat pump, drywall sealant, and other tools– were animated to convey personality and familiarity, telling contractors “we’re experts in our field, and we’re here for you.” Ad messaging promoted three distinct offerings and clicked through to a campaign landing page, built to boost SEO and ad retargeting during the campaign.

MIG targeted ad delivery precisely: a narrow geography; using lookalike audiences from past 3C-REN SEM campaigns, similar websites, and social media followers; and using professional and interest targets.

The effort delivered hundreds of thousands of impressions to a laser-targeted audience. In this sparsely populated region, the campaign got over a thousand clicks to the campaign website, and the desired bump in web traffic, event signups, and email subscriptions to build participation.