A SIMPLE CHOICE
The ENERGY STAR brand is recognized by 85% of people in America as a symbol of energy efficiency. EPA asked Crosby to help take advantage of this high awareness to elevate the brand to be more than a label on energy efficient appliances. The time was ripe to reinvigorate ENERGY STAR as the leading resource of energy saving advice and guidance. And to educate America about the brand’s leadership in certifying energy efficient new homes and helping business partners save billions in energy costs.
Drawing a contrast with the dizzying array of energy saving voices, blogs, and resources available today, we positioned the venerable ENERGY STAR brand as “the simple choice” for all things energy efficient.
Print PSAs feature people enthusiastically displaying the ENERGY STAR mark and expressing their passionate affinity with the brand’s energy saving and climate protecting mission.
Crosby partnered with the EPA to reorganize and redesign a content rich site and developed new tools and applications to help people achieve greater energy efficiency. The site receives more than 10 million visitors annually.
We developed shareable branded content for use by EPA and its more than 16,000 ENERGY STAR partners, which represent America’s leading manufacturers, retailers, utilities, public sector organizations, and businesses.
To help communicate helpful and timely information and to aid the brand’s retail partners in promoting seasonal messages, we create engaging graphics that tell the ENERGY STAR story simply and persuasively.
To help reinforce brand credibility, we tell the story of how the complexity of determining energy efficiency for a single light bulb is reduced to a simple choice with ENERGY STAR.
For the ENERGY STAR new homes branch, Crosby created impactful messaging and materials. This suite of materials for builder partners communicates the unique benefits of ENERGY STAR certified new homes to prospective home buyers.
In one year, print PSAs tallied 64 insertions in national and regional magazines
Print PSA insertions totaled more than 100 million circulation
Print PSAs scored $7.7 million in earned media value
Display banner ads generated 9.4 million impressions, bringing 70,000 new visitors to energystar.gov
Every month, the redesigned energystar.gov gets 10 million unique visits
Bounce rate decreased by 50% when we launched the new site design
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