Challenge

The New Energy Technology Systems (NETS) project was created in response to a rapidly growing sector and need for a skilled, stable and confident workforce to safely assess, design and install solar batteries across Victoria. To increase consumer awareness of, and demand for, accredited tradespeople, as well as generate industry awareness of the new skills training and qualification, Future Energy Skills engaged Ellis Jones to undertake a state-wide campaign, from strategic direction through to design and execution.

Response

The success of the pilot program, and its evolution in to an ongoing training program, benefits from consumers understanding and seeking out fully qualified, accredited tradespeople when procuring solar battery design, installation and assessment.

Such demand will also ensure the emerging and rapidly growing uptake of solar batteries in homes, workplaces and industry can be safely and effectively delivered.

Driven by this understanding and critical thinking, Ellis Jones created a campaign strategy for the NETS project consumer awareness campaign. Central to the strategy was: a strong, creative campaign concept to unify communication and messaging; a micro-site to function as a content hub and provide a clear pathway to awareness and action; a content marketing cycle to generate powerful stories and increase reach across various channels; a content partnerships to amplify campaign content; a collaboration with project partners.

Outcome

The campaign has now launched, its success of will be measured over the next 24 months by the following:

  • Increase in enquiries and expressions of interest to the pilot training program
  • Increase in enquiries from consumers seeking accredited solar battery tradespeople
  • Microsite analytics, including page visits, Google search activity increases, click-throughs to installer search page, accreditation and enrolment websites
  • Content and media reach, and media coverage.