CHALLENGE: Is the Finger Lakes region ready to embrace the relatively new technology of pellet heat and if so, how can a sales/promotion program be built to expand this offering within an already established energy company based mainly in propane? SDG reached out to one of our trusted partners Rebecca Bortner, a highly respected marketing specialist, to spearhead this dive into an emerging market. An aggressive timeframe, an untapped market, and a product that required a lot of consumer education – sounds like the making of an interesting challenge.

SOLUTION: We started with an overall study of three things, the client’s current organization capabilities and reputation amongst current and potential customers, the capabilities of the new product, and a demographic study of the area and definition of potential clients. These answers let us approach our design and marketing solution from a metrics-based position rather than a creative one. Our findings allowed us to establish a comprehensive marketing campaign to launch this product push. Including product rollout press, initial release special events, advertising – large and small format, a devoted website and presence, print and radio media campaigns, email campaigns and more. The ability to laser focus Ehrhart’s corporate communications through an abundance of research puts them in a desirable position – poised to revolutionize the heating industry in New York State.