Marketing Strategy Development for the Energy Saving Trust
Background and objectives
The Energy Saving Trust’s (EST) biggest challenge is also linked to their biggest advantage: the breadth and extent of their influence, amongst consumers, communities, local authorities, retailers, manufacturers, and the energy sector. Verdant initially revisited the existing strategy and plans, alongside all the EST’s existing research. Taking into account changing market conditions, growing awareness and changing legislation in the UK, Verdant delivered a focused report that outlined the role of each of these audiences in achieving the Energy Saving Trust’s targets.
Results and evaluation
- Delivered three year marketing strategy to bring together business strands
- Developed model for the customer journey
- Specified and differentiated the roles for local and national marketing
- Identified existing research and evidence to support approach
- Focussed on marketing effectiveness
“It was useful to have an independent look at the strategy and supporting research, this exercise highlighted some valuable information which we had not fully exploited. It was challenging to consolidate the strategies of the many audiences we target but Verdant brought this together, adding value and showing clearly how each audience contributes to our ultimate goal of increasing energy efficiency in the UK.”
