Program leads, cost per acquisition and lead source. They are some of the most important metrics to your residential portfolio. While you need this number to be measurable and consistent month after month, it’s often the opposite. So what’s the secret? How do you create a marketing strategy for a large residential portfolio that delivers the leads you need, quickly and consistently month after month? Knowing that the San Antonio market is extremely engaged with their utility, Inbound marketing was key to driving consistent program leads month after month.

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Click Here to Save
Now:
How To Use Inbound Marketing
To Drive 8,000 Leads In Nine
MonthsMegan Nyquist, Franklin Energy
Justin Chamberlain,CPS Energy

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Who Is CPS Energy

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About CPS Energy
AA+
Largest municipally-
owned electric and
gas Utility in US
#1 Electric Customers
804K Gas Customers
343K
Solar leader in Texas;
Eighth in the nation.
#1
$11BIn Assets
$2.5BIn Annual Revenue

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What is Save for
Tomorrow Energy Plan
(STEP)?• Approved by City Council in 2009
• Represents a significant commitment to
promoting energy efficiency by CPS
Energy customers
• Established a community goal of saving
771 MW by 2020, equivalent to a large
power plant
• Energy savings are achieved through a
broad portfolio of customer programs
522 MW
Saved through EE, DR & Solar
141K Jobs
More than 1,000 created by NEE partners

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Wide Range of Programs
• Electric Vehicle Charging Network• Residential and
Commercial Energy
Efficiency
• Schools and Multi-Family
Programs
• Retail Product Partnerships
• 206MW Saved through
FY2017
• Weatherization Program
• 50MW Saved through FY2017
• 17,500 Weatherized Homes
• 10,000 Solar Customers
• Solar Rebates
• SolarHost SA
• Roofless Solar
• Saved 59MW through FY 2017
• 135,000 Connected Thermostats
• Direct Install
• BYOT

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The Challenge

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Top Marketing Challenges
• Communication to a large and spread out audience
• 804,000 electricity customers and more than 343,000 natural
natural gas customers in its 1,566-square-mile service area
• CPS Energy customers are very engaged and vocal with
local representatives
• Customer experience and clear communication of offerings was
crucial
• Needed measurable, consistent results to hit goal with the
launch of a new portfolio
• 114% savings goal in first year with many new programs

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The Solution

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Inbound Digital Strategy
Inbound marketing focuses on creating
education content that attracts customers to
your website where they can enter the
customer journey.

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What It Is
• Building trust not skepticism
• Marketing with a magnet not a sledgehammer
• Outsmarting, not outspending your competitors

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What It Is NOT
• Email blasts
• Direct Mail
• Outbound Call
Campaigns
• Interruptive
Messaging

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Inbound Methodology
Promoters
Blog
Social
Media
Keywords
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Email
Workflows
Attract Convert Close Delight
Visitors Leads Customers PromotersStrangers

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Creating a Brand
• Create a recognizable
branded logo
• Make portfolio easy
to understand
• Gives us one place for
the customer journey
to begin
• One place to attract
customers to

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Attracting New Leads: Social
Media
• Focus on providing value
instead of selling
• Create a fun & engaging
voice that will attract
customers and encourage
sharing
• Not just “Sign up…”
• Create awareness about EE
Sept 2016 – Dec 2017
647 Interactions
3,344Visits

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Community Outreach
Targeted Facebook Advertising
• Allows us to reach customers not
following CPS Energy social media
• Targeted Casa Verde demographics in
geography to provide value
2,694 Customers Reached
60 Link Clicks
$42.63 total spend

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Referral Link Building
• Instead of paying for ads, partnered
with local services to add value to
their users and attract them to the
website
• Referral link building not only
increases website traffic, but also
SEO and authority in search results
• Cpsenergy.com
• Nextdoor.com
• Sanantonio.gov
• Networkofcare.org
• Texspertsac.com

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SaveNow Newsletter
• 33% Open rate (137,000 Customers)
• 3.5% Click Rate (14,000 Customers)
• Provided educational content to over
470,000 residential customers on a
quarterly basis
• Linked to articles on how to save energy
• Published as full articles to indexed by
Google
• Included CTAs to program pages

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The Customer Journey
Landing Pages:
• Clear and concise headlines
• Bullets with relevant
information
• Action oriented Copy
Call-to-Action:
• Attention grabbing
• Action Oriented
• Seamless on page
placement
Form:
• Evaluate the length
• Segmentation questions
• Labels & Placeholders
• Limit input types

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The Results

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Inbound Marketing Results –
PY1
Leads Collected Through The
Website
8,600
Website Visits
100K
Annual Savings Goal
Achieved
114%
Customer Satisfaction Score
91%

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100,000 Visits to the Website
– So what?
Home Energy
Assessment
3,048
Kit Requests
3,387
Rebate Requests
960
Average
Conversion Rate
27% Highest
Conversion Rate –
Kit Request
40%

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PY1 Participation
Home Energy
Assessments Completed
2,913
Kits Delivered
8,287
Rebates Projects Processed
7,354
Multifamily Units
8,416

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THANK YOU FOR ATTENDING!
WE’LL SEE YOU AT
AESP 2018 SPRING
CONFERENCE
MAY 21-23 | ATLANTA, GA