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Program & Campaign Development

McKinstry powerED program and People.Power.Planet conservation campaign
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The Ask

When I joined McKinstry, my peers were getting ready to launch a new service offering. It was a three-part approach to energy conservation—people, process, and performance. The goal was to educate and motivate building occupants and operators through the "people" module. The "process" module included actions like adding lighting timers and adjusting HVAC system settings. The "performance" module provided regular updates to customers on how their efforts were impacting actual usage data. Leaders chose the program name "powerED" from a list of my suggestions. From that point on, I was heavily involved in building, promoting, selling, and refining the powerED program and its People.Power.Planet campaign materials over 5+ years.

The Process

To support powerED sales and the People.Power.Planet campaign, I aided or led dozens of small and large initiatives:

  • Defining our value proposition and sales messaging

  • Researching energy and sustainability facts, tips, and trends

  • Building a suite of marketing collateral to equip our sales teams across the organization

  • Creating powerED program materials (B2B resources including checklists and communications plans)

  • Building and maintaining a SharePoint resource hub for shared and consistent program delivery

  • Writing and designing People.Power.Planet campaign materials (B2C content encouraging students, teachers, and employees to take action)

  • Developing and launching peoplepowerplanet.com with the help of an agency

  • Developing and testing the powerED program webpage on McKinstry's corporate website

  • Educating the sales team across McKinstry's national footprint on powerED

  • Responding to RFPs and crafting proposals for powerED

  • Building a local government version of the program and campaign website

  • Launched social media presence (Facebook, Instagram, Twitter)

The Goal

I was tasked with helping achieve a number of goals over the years. They included:

  1. Defining our value proposition and sales messaging

  2. Building internal resources to educate employees and support the program beyond a regional scale

  3. Creating program content and campaign materials

  4. Expanding the program from a K-12 schools focus into the local government market (e.g., library systems, city governments, recreation boards)

The Deliverables

  • Sales and marketing collateral

  • powerED program webpage on mckinstry.com

  • People.Power.Planet K-12 and local government websites (planning, wireframes, user journey mapping, copywriting, bug testing)

  • Sales enablement tool development, including training sessions with our proposal writing team

  • Internal SharePoint resource hub for shared and consistent program delivery across regions

  • People.Power.Planet campaign materials (B2C content encouraging students, teachers, and employees to take action)

  • RFP responses and proposals for powerED

  • Social media planning and launches (Facebook, Instagram, Twitter)

The Results

The powerED program has yielded more than 1.27 billion kBTU in energy savings for participating facilities. Customers have avoided $23 million in energy costs. They've shrunk carbon emissions by more than 160,000 metric tons. Thanks to more than 112,000 pledges from participants eager to reduce energy waste and take better care of the planet, the results are staggering.

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