PixelMEDIA Inc.

Prior to the launch of the re-designed Mass Save website in 2010, a wide range of Massachusetts residential energy efficiency programs were spread out over six separate websites. The programs were sponsored by nine gas and electric utilities and energy services companies serving the state in conjunction with initiatives from the Massachusetts Department of Energy Resources (DOER). Through incentives and education, customers were encouraged to lower their overall energy consumption and, as a result, save money and reduce the demand for fossil fuels and the release of greenhouse gases into the environment.

The sponsors and DOER asked PixelMEDIA to consolidate the 6 separate websites into one site and to create a single branded user experience: Mass Save.

Success Factors

Mass Save’s strategic objective was straightforward: to encourage residents and businesses to be energy efficient through increased awareness and through direct energy-saving incentives offered by the Mass Save sponsors. PixelMEDIA identified three key project initiatives to achieve this goal:

Define audience segments and needs-based categories

Working with a team that included each sponsoring company, PixelMEDIA helps to define the target audiences and segment them into Residential, Business, and Professional (contractors, architects, etc.) categories.

With the categories in place, the team defined the needs and goals of each segment, as well as the business rules that would determine eligibility, availability, and call to action for each.  At the same time, PixelMEDIA looked at the six original websites to determine each one’s value proposition; the unique content; and the engagement model and call to action.

The resulting organization model was based on a progressive sequence that matched incentives with the needs of users at several levels: Lighting and Appliances, Heating and Cooling, and Building a House or Addition. Customers could take small, low-cost steps—such as installing compact fluorescent bulbs (CFLs) or replacing a refrigerator—or learn about “whole house” solutions that offered incentives on heat and hot water systems, air conditioning, or home insulation. In addition, customers could easily browse across categories to learn about other energy-saving opportunities and make plans for improvements throughout their homes and businesses.

Since the initial launch, two more categories have been added to accommodate the long-term goals of deeper energy savings and enhanced awareness about energy efficiency: Home Energy Assessments and the Learning Center.

Develop a tool to deliver localized incentives

Because incentives were specific to certain sponsors, PixelMEDIA needed to develop a mechanism that prevented customers from seeing incentives that were not offered in their service areas. A ZIP-code based incentive finder was designed to let customers identify their location, fuel type, and building type.

Once a customer entered a ZIP code, the incentive finder matched it against a database of the sponsors’ service areas. The fuel type and building type data refined the search to return gas or electric incentives and incentives designed for single or multi-family homes. In addition, the incentive finder filtered out out-of-state customers and customers of municipal power companies. The system was intelligent enough, however, to return results to municipal electric customers who heated their homes with gas.

Deploy an enterprise-level content management system

The consolidation of the 6 websites provided an opportunity to reduce production and administrative costs. PixelMEDIA implemented an enterprise-grade content management system (CMS) for Mass Save that streamlines the process of creating, approving, and publishing new content to the website by multiple sponsors and vendors. PixelMEDIA also provides support services for major revisions and user training. In addition to reducing production cost and complexity, the CMS enables a structured approach based on the branded look and feel of the website.

Results

The consolidation of six websites into one resulted in a unified, branded user experience and a single destination to support a range of statewide and regional energy efficiency campaigns. The masssave.com URL provides a simple, easy-to-remember call to action in television, radio, outdoor, and print advertising and provides a recognizable, trusted presence at events across the state.

In the time since the 2010 launch, the website has seen an increase of more than 500% in visitors, and more than 5 million page views—an increase of 570%.

In May, 2011, PixelMEDIA implemented a customized analytics framework that will coordinate site activity—including conversions and downloads—with the growing spectrum of marketing efforts. The tracking tools have enabled the Mass Save team to accurately track the steady increase in active participation on the site.

In the fall of 2011, the residential section was redesigned to add the Home Energy Assessments and Learning Center categories and relaunched in conjunction with a range of marketing efforts.

In October, 2011, Massachusetts was ranked as the country’s leading state in terms of energy efficiency investment and initiatives by the American Council for an Energy-Efficient Economy (ACEEE). The State Energy Efficiency Scorecard ranks the states based on best practices and leadership in energy efficiency policy and program implementation. Prior to the launch of the Mass Save program, marketing campaigns, and website, Massachusetts had been ranked third.

The new Mass Save brand continues to grow as a focal point for sponsors, state agencies, contractors, and energy customers, with an increasing emphasis on no-cost home energy assessments, financing, and contractor participation.

Tags: Brand identity, Content strategy, Information Architecture, User Experience, Website design