We implemented the Hispanic outreach portion of California’s Statewide Energy Program known as Flex our Power
Situation
From 2002-2009 we implemented the Hispanic outreach portion of California’s Statewide Energy Program known as Flex our Power. We based our campaign design on our understanding of the unique needs of our target market. For example:
- Hispanics prefer businesses and organizations that make an effort to reach them in Spanish
- Hispanics tend to frequent small neighborhood stores and not “big box” stores
- California’s Spanish-speaking population is predominately Mexican in origin, yet marketing translations typically used a standard “classroom” Spanish
Solution
We created a Flex Your Power campaign that took into account marketing barriers such as language, culture, income, terminology, housing type, location, media choices and so on.
Results
In 2010 our portion of the Flex Your Power campaign was recognized as an effective behavioral approach to improving customer energy efficiency by the American Council for an Energy Efficient Economy.
