Branding an Energy Conscious Non-Profit (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: New Energy Economy

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a Santa Fe non-profit organization focused on promoting renewable energy.

Joining us on the show was Mariel Nanasi, Executive Director of the New Energy Economy organization based in Santa Fe. New Energy Economy (NEE) was founded in 2003 to build a carbon-free energy future for our health and the environment.

The number one goal of NEE is to promote clean energy and use the power of the sun that shines here while having a positive impact on the environment and creating jobs at the same time.

The New Energy Economy target audience encompasses all demographics and is comprised of people who care about what kind of environment/climate they and their children & grandchildren will inherit. Other interested groups include those interested in saving money.

To promote their cause, NEE partners with others to share stories that demonstrate how converting to clean energy is effective. For example, after Santa Fe County piloted solar power at two fire stations and saw not only cost savings but refunds from the public utility, they are moving forward with conversion of other fire stations across the county.

To reach their audience, New Energy Economy employs billboards and advertises on radio and in newspapers. They also do extensive community outreach and speak at high schools and colleges.  Glover suggested benchmarking as a good way to evaluate the effectiveness of ad campaigns. Measure such things as website visits, protest attendees, name recognition, etc. to determine which channels are most successful.

Those Branding Guys also reiterated that it is vital to create the message of what your brand and mission is all about. Then chose the marketing channels to allocate resource to.

Enjoy the show.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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