From July to September 2021, our team developed content and copy, designed, and delivered a comprehensive marketing campaign focused on interest and enrollment in Portland General Electric's (PGE) Peak Time Rebates Program. The campaign aimed to get customers to sign up and receive alerts about PGE's Peak Time Events. As a result, customers could receive rebates on their electric bills by participating and adjusting their energy usage habits.
To build interest and enrollment among Spanish-speaking customers, our team focused on building upon behaviors they already engaged in and speaking to their energy-saving and money-saving habits.
To create experiences beyond words, team IZO collaborated with PGE to identify and develop culturally relevant materials for the Oregon Latinx community through language and visuals with awareness of Spanish socio-linguistic nuances— not translation but transcreation, giving messaging a cultural context. Next, we identified the best communication methods (audio vs. visual or both) for the Latinx audience with the intent and focus on building brand awareness and trust with the Latinx base through education and information, and a warm approach.
Roles & Responsibilities:
As Project Manager for the Peak Time Rebates campaign, I oversaw all the creative assets and art direction to ensure all deliverables were within the PGE style guide for digital, print, and television. I worked with creatives, copywriters, and stakeholders to find messaging and imagery that would resonate with PGE's Latinx customer base.
Our team created this 30-second video to be featured on local Spanish-speaking channels for one month for PGE’s energy savings program which reached over 300,000 Spanish-speaking customers and created 50,000 impressions leading to a 150% increase in customer calls and website traffic during the first week of commercial release.
