I’m a big fan of Garrison Keillor and his radio show “Prairie Home Companion.” What is it that makes his listeners so loyal? Ask any of his 19,370 fans on Facebook and I bet they will agree it’s his mastery of story telling.
Some of the smartest ad campaigns have learned this lesson well. What dad can’t relate to Subaru’s “Baby Driver,” a story about the moment their “baby” drives the first time. Another favorite is an ad where Mark asks his girlfriend for a second chance using Google Chrome. Talk about viral marketing, this ad has gotten over 408,000 hits on YouTube since it first ran on TV. (if you haven’t seen it take a look...
Orange & Rockland Utilities
Small Business Energy Efficiency Program
Upcoming classes given by Ann Byne
challenge + solution
Orange & Rockland Utilities
challenge:
O&R’s “Small Business Energy Efficiency Program” was an idea that would benefit many businesses in the area. The challenge was, nobody knew about it and they had only one year to sign up enough people to get it off the ground.
solution:
The Byne Group gave the program a name— “Lighten Up”—with the tagline “Big savings for small business.” This bold statement immediately highlighted the benefit to the business owner. A microsite was created that related to the campaign, lightenupnow.com which was was easy to remember and required no complicated navigation.
The “Lighten Up” campaign has become very well known throughout the community and to date, the microsite has had 10,879 page views. By photographing recognizable figures throughout the community who were participants in the program—and highlighting the amount of money they saved as a result—the program gained enough recognition to not only get the program off the ground, but to give the sales team the viable leads they needed to keep the program going.
“After interviewing multiple creative agencies--some with decades of experience working with utilities and other energy companies--I thought I’d have an easier time capturing a unicorn than finding a creative partner who could make energy efficiency interesting to our customer base. Then I met with the Byne Group. They listened actively, asked the right questions, went to work and delivered a set of marketing concepts, strategies and messages that were creative, fresh and ultimately effective. Simply put, they do outstanding work and they’re a pleasure to work with."
-Ryan Southard
Program Manager,
Willdan Energy Solutions
