The Opportunity:

In 2018, the City of La Mesa affirmed its commitment to environmental sustainability by adopting an ambitious Climate Action Plan (CAP) that established a long-term roadmap for decreasing energy and water waste, creating safer streets for bikers and pedestrians, increasing recycling, promoting clean, renewable energy, and more.

To achieve its CAP goals, La Mesa needed to engage its community and get everyone on board. The City devised a program to help residents and small business owners increase efficiency in their homes and businesses.

To drive awareness, interest and participation, the City needed a communications partner to tell its CAP story and market its first-in-the-county resource efficiency program.

The Solution:

Our team began by developing the simple, self-explanatory and memorable brand for a “DIY Energy Saving and Sustainability Toolkit.”

We developed comprehensive program content, from a step-by-step user guide and website copy to social media posts and marketing flyers. We also researched, sourced and assembled the toolkit’s contents, from LED lightbulbs to faucet aerators.

Our integrated marketing communications plan combined paid tactics such as hyper-targeted social media advertisements with earned, owned and shared tactics.

The Results:

The branding initiative was so successful in raising awareness and generating interest that within a week of its launch, La Mesa created a waiting list for the popular kits.

Key to our owned media strategy was a helpful how-to video to promote the Energy Saving and Sustainability Toolkit to residents and businesses.

Media coverage in the San Diego Union-Tribune and hyperlocal outlets provided further interest and engagement.