October 26th, 2008 · No Comments

From the Environmental Protection Agency

The 2008 Green Power Leadership Awards were presented in conjunction with the National Renewable Energy Marketing Conference, held October 26-29 in Denver, Colorado.

Green Power Pilot Award — Honorable Mention

After conducting primary research in both the Rio Grande Valley and Houston, Texas markets, Green Mountain Energy Company found that the Hispanic population in these areas was highly interested in clean electricity and Green Mountain’s product offering. In early April 2008, Green Mountain launched its first integrated advertising and PR campaign targeting the Hispanic market in Texas. A media plan that included a combination of both English and Spanish language advertising, and a comprehensive media mix of TV, radio, print and outdoor, was designed for maximum effectiveness.

The campaign also included a phone line staffed by Spanish-speaking representatives and the launch of a new website in Spanish. As a result, Green Mountain has experienced a 107% year-on-year increase in Spanish phone communications, driving significant traffic to the Spanish website, and had a 277% increase in Spanish-speaking sales just in the first month of the campaign.

Green Mountain’s approach to a comprehensive Hispanic communications campaign, founded in research and integrated throughout marketing, advertising, PR and sales channels, produced a successful launch and market opportunity. The company’s innovative campaign to an important and growing segment of the Texas population demonstrates leadership and proficiency in green power marketing.

Green Mountain Energy Company received Green Power Leadership Awards in 2001, 2002, and 2003.