I'm So Hot! Yeah, You Are

The Maryland Clean Energy Center (MCEC) launched a comprehensive, multi-channel marketing campaign to expand awareness and adoption of the Clean Energy Advantage (CEA) Loan Program. This program is instrumental in advancing MCEC’s mission to reduce greenhouse gas emissions, mitigate climate change impacts, and help Maryland achieve critical climate goals by making home energy efficiency affordable.
Strategy and Execution
The campaign was designed to meet two primary goals: increase consumer awareness of the CEA Loan Program (especially among Low-to-Moderate Income, or LMI, communities) and drive new loan applications through our network of CEA Approved Contractors.
To achieve maximum visibility and penetration in underserved regions, MCEC executed a robust integrated strategy utilizing:
Mass Media: High-impact transit advertisements and targeted direct mail, which were highly effective in building recognition within target regions.
Digital Engagement: A mix of digital display ads, retargeting campaigns, and hyper-local outreach via platforms like Nextdoor, resulting in strong online engagement.
Direct Outreach: Targeted email campaigns reinforced contractors as the key driver of program participation.
Impact and Reach
The campaign successfully achieved a total of 9.4 million views across all channels, demonstrating extraordinary reach among thousands of Maryland residents. The outreach resulted in a significant, measurable increase in overall website traffic, directly correlating the integrated approach to heightened consumer interest. Furthermore, A/B testing across creative materials provided valuable, data-driven insights into which messaging resonated best with LMI audiences, laying a strong foundation for future optimization. By building broad brand presence and public understanding of the CEA Loan Program, this effort proved that strategic, multi-channel marketing is essential to furthering equitable clean energy adoption.