In March 2018, the City of La Mesa affirmed its commitment to environmental sustainability by adopting an ambitious Climate Action Plan (CAP) that established a long-range roadmap to decrease energy and water waste, create safer streets for bikers and pedestrians, increase recycling, promote clean renewable energy, reduce vehicle trips, and increase the urban tree canopy.
To achieve their CAP goals, La Mesa would need to engage its community members and get everyone to do their part.
La Mesa devised a program to provide tools and resources to help residents and small business owners to improve energy and water 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 energy and water efficiency program.
(W)right On Communications began by developing the simple, self-explanatory and memorable brand for a “DIY Energy Saving and Sustainability Toolkit.”
The San Diego public relations agency developed brand standards followed by all program content, from a step-by-step user guide and website copy, to social media posts and marketing flyers. WOC also researched, sourced and assembled the toolkit’s contents from LED lightbulbs to faucet aerators. WOC’s integrated marketing communications plan combined paid tactics from direct mailers to hyper-targeted social media advertisements with earned, owned and shared tactics.
The branding and communications program was so successful in raising awareness and generating interest that within a week of launch a waiting list had to be created for the popular kits.
Key to the agency’s owned media strategy was a helpful how-to video to promote the DIY Energy Saving and Sustainability Toolkit to residents and businesses while teaching them about energy and water sustainability.