Constellation NewEnergy - Sponsorship Campaign
Company: Constellation NewEnergy, Inc., Baltimore, MD
Entry Submitted By: FleishmanHilliard
Company Description: Constellation, an Exelon company, is a leading competitive energy company provider of power, natural gas, renewable energy, and energy management products and services for homes and businesses across the continental United States. We provide integrated energy solutions that help customers strategically buy, manage and use energy. Today, approximately 2.5 million customers who rely on our services.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Sponsorship
Nomination Title: Constellation-NHL: Powering Game Day. Powering Every Day.
Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Constellation NewEnergy, Inc. (Constellation), the number one retail power supplier in the U.S., is “America’s Energy Choice” because the company strives to provide its customers with holistic energy solutions that meet their needs. In recent years, Constellation recognized that its customer communities were facing dual challenges: a desire to curb their outsized energy output; and a need to improve energy literacy to create buy-in for needed energy efficiency projects.
Constellation has worked diligently to build relationships with energy partners and customers through unique collaborations, innovative service offerings and community programs in a way that demonstrates not only Constellation’s commitment to sustainability, but its commitment to energy efficiency as a business model.
As such, Constellation embarked on a groundbreaking partnership with the National Hockey League® to change the game – and narrative – around environmental leadership. Beginning in 2014, the NHL® named Constellation its official energy service provider to help achieve the organization’s ambitious energy reduction goals as laid out in the 2010 NHL® Sustainability Report.
In this role, Constellation has served as an energy manager providing Renewable Energy Certificates (RECs) and Carbon Offsets to counterbalance the League’s carbon footprint for the entire season. This tangible reduction in energy output resulted in the NHL® being recognized by the U.S. Environmental Protection Agency as 25th largest user of green power in the U.S. in 2016 – the only sports organization to make its prestigious list of “Green Power Partners.” This groundbreaking partnership also marks the first time a sports league has offset an entire season’s carbon footprint.
Outside its traditional role as an energy manager, Constellation is also helping the NHL® lead the professional sports industry outside the rinks, strengthening green culture among the League’s clubs and 54.5 million fans nationwide. The unique, community-focused culture of the NHL® offered ideal platforms for the partnership to engage audiences, giving Constellation key opportunities to reach ice hockey fans and other stakeholders, directly and inter-personally.
Through a high-visibility joint marketing campaign, Constellation is creating content and sponsoring high-watermark events with the NHL® to engage and educate these fans and communities on best practices in energy consumption. In doing so, Constellation has been able to tap an engaged and receptive market. Research (Scarborough Research Inc.) shows that the League's faithful rank among the most environmentally conscious fans in sports, falling on the spectrum somewhere between daily recycler and tenured environmentalist.
Constellation began its second year of partnership activation with the NHL® for the 2015-2016 Season. Notably, Constellation helped produce the first-ever NHL Green™ Week to highlight all of its messaging and drum beat marketing activities into a concentrated period to more actively promote the energy efficiency messaging and the NHL Green™ campaign.
As a result, the overall success of the partnership has yielded new opportunities for Constellation to employ this unprecedented model for other customers, including Constellation’s sponsorship at the Club level with the Chicago Blackhawks at the United Center and New Jersey Devils at the Prudential Center, two facilities powered by Constellation, a gas supply deal with the St. Louis Blues and a sponsorship with Quicken Loans Arena, home of the Cleveland Cavaliers and Cleveland Monsters.
For Constellation, this recognition verified the indispensable role it played in helping customers meet their ambitious sustainability goals, while introducing and familiarizing itself to their audience – NHL® clubs, fans, and the industry at large.
Outside of hockey, this sports marketing sponsorship model has been replicated to include projects with the Baltimore Ravens, as well as a recently launched initiative with the Professional Golfers Association of America.
Furthermore, Constellation’s growing profile in sports sponsorships represents the ‘authentic partnership’ the company strives to have with its customers – tailoring services to help customers become efficiency leaders. Supplying the League’s green energy solutions, such as generation and storage at stadiums and events, not only showcases Constellation’s brand and services, but raises awareness on driving the use of sustainable energy at scale.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
Integrated marketing campaign including consumer education and branding across numerous channels:
-Syndicated PSA airing on NBC, NBCSN and NHL Network reaching 8.5MM households.
-Digital campaign delivering 10.2 MM impressions during 2014-2015 Season.
-Hashtag “#NHLGreenTips” receiving 2 MM impressions.
-Sponsored “Power Play” on NHL.com, 1.7 million impressions.
-NHL.com ad buys of nearly 2MM guaranteed impressions.
-Inaugural NHL Green Week™ see supplemental materials.
-NHL® Greener Rinks program was celebrated by the White House Office of Science and Technology Policy.
-NHL® Legacy Initiative saw the renovation of community hockey rinks in Boston.
Additional sports partnerships:
-PGA of America named Constellation its ‘official energy provider and sustainability partner’ for five years in September. Highlights include “marquee” like the 2016 Ryder Cup.
-In May, Constellation became the “preferred energy choice of the Baltimore Ravens.”
-In February, Constellation announced a multi-year sponsorship agreement with the Cleveland Cavaliers Operating Company and Quicken Loans Arena family.