Improve Your Quality of Light - MarCom Awards

Arch Street Communications

Tarrytown, NY
Arch Street Communications (ASC), a New York Women-Owned and Disadvantaged (W/DBE) strategic communications firm, delivers meaningful, measurable and defensible communications solutions that build awareness, achieve project goals and increase public understanding of initiatives and services related to issues Americans care about: energy, economic development, safety, climate change, transportation, and jobs. Established in 1992, ASC brings 30 years of experience to social issue marketing, including a focus on inclusiveness and equity. ASC brings a depth of multidisciplinary skills and expertise not found in traditional communications firms, including public policy and the emerging technologies essential in addressing state and national climate action programs. ASC’s capabilities include strategic planning, public engagement, market research, digital communication, design and the development of marketing campaigns that move major initiatives and engage markets to save, change, and improve lives. ASC has advanced more than 100 initiatives, including 80-plus in New York State. The firm works for state agencies along the eastern seaboard initiatives as well as for federal agencies and private sector developers in offshore wind, renewables, and large scale infrastructure.

Improve Your Quality of Light

Client: New York Power Authority (NYPA)
Category: Strategic Communications | Marketing/Promotion Campaign | 147c. Digital Marketing
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About Project

Campaign Objective:

The Improve Your Quality of Light digital campaign was developed to support the The New York Power Authority’s Smart Street Lighting New York program to promote the use of LED streetlights to increase energy efficiency, reduce greenhouse gases, and improve safety lighting in communities across NY.

Campaign Message:

The campaign messaging humanized technical information with compelling photos and storytelling. Messaging was informed by rigorous market research and audience analysis that led to the development of highly targeted messaging for municipal audiences across New York. Focusing messaging on municipal decision makers, Improve Your Quality of Light made choosing smart street lighting a solid leadership choice by showcasing the community benefits of more light in more places, benefits like being able to feel safe taking a walk, jogging the extra mile, shopping with friends, and the end of a day signaling the start of a night out.

Campaign Strategy:

The campaign was run entirely on digital platforms, primarily LinkedIn to reach the target audience of decision makers in municipalities and institutions. A first-ever InMail messaging component of the digital approach directed messaging into the inboxes of the target audience, propelling calls and interest.

Outcome:

The digital campaign produced a 36.1% clickthrough rate, which is nearly 10 times the industry average. At the close of the campaign run, about 300,000 streetlights had been replaced, surpassing the halfway milestone towards the target of replacing 500,000 streetlights by 2025.

Credits

Arch Street Communications, Creative and Campaign Strategy