Knoxville Utilities Board: Green Power
As we all know, the deep South is full of wonderful, warm, intelligent people. As a whole, though, we’re not the most environmentally conscious group in the country. So, when my client Knoxville Utilities Board wanted to launch a Green Power renewable energy option for businesses and residents to purchase in 2001, I suspected that traditional approaches to marketing earth conservation would fall flat.
Instead, I researched what was important to residents of Knoxville (God, family, football, and local natural features like the Great Smoky Mountains and the Tennessee River), and from that created a brand value called Eco-Patriotism that we used to develop marketing messages.
Eco-Patriotism was the concept of being environmentally responsible because it was what a good citizen would do, to protect the beauty of the area for children and grandchildren. It was neighborly and patriotic to do your part. It was part of being a good steward of the earth.
To communicate this idea, we used traditional advertising pieces, including a newspaper insert with testimonials from local grandmothers, church and business leaders, and University of Tennessee football players talking about why Green Power was important.
We also talked to kids, teaching the next generation about fossil fuels versus renewable forms of energy. We did this through events (including face painting green power cords at a local Earth Day celebration), a video PSA contest with online voting, and a site for kids at www.kubkids.org. Outdated now, the site was years beyond any local online efforts to reach kids.
The best news: KUB had TVA’s most successful Green Power launch, enrolling four times more subscribers than any other TVA market.
Credits to In10sity Interactive for the art and programming on kubkids.org.