Refreshing a Strategic Approach to Promoting Energy Efficiency

Challenge

As an organization in a rapidly emerging field, NEEP has a lot of stakeholders, multiple audiences, and the potential for endless partners. NEEP needed a strategic approach to prioritizing these, to understand how best to communicate with each, and to develop a strategy that ensures the communications activities they invest in are the most high-leverage and effective.

Solution

Over a six month period, Adamec Communications worked closely with NEEP leadership, staff, and Board members to develop an Outcome Map for the organization that articulates the long-term change NEEP seeks in the world, their own contribution toward that vision, and the partner groups that will be necessary to achieving those goals. Armed with that shared understanding, NEEP was then better informed to start considering audience prioritization. We explored the audiences that are most high-leverage to make a difference, what it is NEEP wanted from these audiences, and the best ways – given natural barriers and motivations – to compel them in the desired direction. Together, we developed a new brand narrative that would serve as a lens through which all organizational messaging could be developed. Lastly, with the background of this important work, we were then equipped to develop a communications strategy, informed by a set of specific strategy and tactic recommendations from Adamec Communications.