High profile brand meets circular economy demands.
San Diego, CA
- Brand Strategy
- Brand Management
- Digital Strategy
- Demand Generation
- PR and Media Relations
- Creative Execution
Due to EnergySmart Jobs’ high profile and co-branding requirements, they needed a strategy that allowed the brand to stand on its own while remaining versatile enough to complement partners in co-branding scenarios in a heavily bureaucratic environment. Alder’s Founder and Chief Marketing Strategist, Melanie Adamson, led an effort to align stakeholders, streamline design and establish a structured branding process. The result was a cleverly designed brand package with fast approvals and buy-in, saving time and money.
The program at the heart of the branding effort was administered through the California Energy Commission and funded by the American Recovery and Reinvestment Act. It partnered with the California Conservation Corps by training participants to identify energy efficiency opportunities within commercial buildings of small- and medium-sized businesses (SMBs). The program’s mission struck a chord with Alder’s values and it gave us the primary imagery we used to promote the brand.
Invaluable media coverage in markets from San Diego to Marin County, California, and national exposure via the WSJ.
energy savings achieved within 18 months
Melanie’s marketing chops helped EnergySmart Jobs spread the message about the great work the program did, and no doubt brought more grocers into the program. She came up with ideas that were innovative—such as infographics, day-in-the-life photos, and even videos—all before these approaches became commonplace. I’m so thankful I had the opportunity to work with Melanie on ESJ!
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