Case Study:  Michigan Saves 

POWER MARKETING RESEARCH was asked to assist with branding, strategic communications planning, and creation of a marketing toolkit for the Michigan Saves Home Energy Loan Program. This program offers energy loans to help finance the cost of energy efficiency improvements for Michigan energy consumers including businesses, municipalities and residents.

The program is marketed directly to homeowners through home contractors and lenders, so an important goal was to put an effective set of tools into the hands of these communicators.

Brand Identity

Using the proprietary Power Marketing Research marketing workbook we conducted a branding workshop with the Michigan Saves Team. The group discussed critical issues around target audiences, competitors, positioning, and brand identity. Using this information a creative brief was developed, and later a logo.

PMR also helped create the Michigan Saves tagline — "Easy. Affordable. Smart." — and the elevator speech: "Michigan Saves is a nonprofit organization dedicated to making energy improvements easy and affordable."

Strategic Communications Plan

Michigan Saves also needed guidance on how to leverage the program among their target market using some of their key communicators. We provided direction on the target communities within Michigan to initially roll out the program. The strategic communication plan included details on how to use the tagline to deliver the message of energy efficiency to the homeowner, which communication mechanisms to use, and what tools should be created. The structure and content recommendations for the Michigan Saves website rounded out the plan.

Marketing Toolkit

Once the identity was created, a series of marketing tools needed to be designed so the program could be communicated effectively. We developed a business card, rack cards, mailing inserts, web ads, newsletter articles, PowerPoint template, and more. For appearances at events and workshops it was important to have branded apparel, so we made sure the new logo was front and 

Using the proprietary Power Marketing Research marketing workbook we conducted a branding workshop with the Michigan Saves Team. The group discussed critical issues around target audiences, competitors, positioning, and brand identity. Using this information a creative brief was developed, and later a logo.

PMR also helped create the Michigan Saves tagline — "Easy. Affordable. Smart." — and the elevator speech: "Michigan Saves is a nonprofit organization dedicated to making energy improvements easy and affordable."

Strategic Communications Plan

Michigan Saves also needed guidance on how to leverage the program among their target market using some of their key communicators. We provided direction on the target communities within Michigan to initially roll out the program. The strategic communication plan included details on how to use the tagline to deliver the message of energy efficiency to the homeowner, which communication mechanisms to use, and what tools should be created. The structure and content recommendations for the Michigan Saves website rounded out the plan.

Marketing Toolkit

Once the identity was created, a series of marketing tools needed to be designed so the program could be communicated effectively. We developed a business card, rack cards, mailing inserts, web ads, newsletter articles, PowerPoint template, and more. For appearances at events and workshops it was important to have branded apparel, so we made sure the new logo was front and center.