Company: Jacobs Agency, Chicago, IL
Company Description: Jacobs Agency helps clients untangle their business problems. From targeted awareness to lead generation to audience engagement, we have been recognized (and won awards) for our activating, resonating and often evocative work. While their industries vary, the reason clients come to us is the same: they need sharp thinking, superior creative and the ability to reach targets on multiple levels.
Nomination Category: Marketing Campaign Awards Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Utilities

Nomination Title: Nicor Gas Energy Efficiency Program Liberate Campaign

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Nicor Gas, the largest natural gas distributor in Illinois, engaged Jacobs Agency to ramp up program year two of the Nicor Gas Energy Efficiency Program. To meet the communications objectives of building awareness of, credibility for and participation in the program, Jacobs Agency developed an integrated marketing communications plan that includes a mix of mass media and public relations. The campaign targets homeowners and business customers within Nicor Gas’ northern Illinois footprint.

COMMUNICATION STRATEGY (including media plan)

Energy is a low involvement purchase. To overcome this obstacle, communication efforts need to connect to a higher level of values to engage the audience and change behavior. Jacobs Agency developed the “Liberate” campaign to draw an emotional connection between saving energy and “liberating” money to invest in what is personally important to the key audience segments. Additionally, the Agency deployed an integrated, diverse media mix to establish effective reach and frequency of message. Jacobs Agency utilized the following tactics to accomplish the campaign objectives:

• Developed an integrated media mix across vehicles that was zip-targeted to the Nicor Gas service territory
  - Optimized media mix throughout the program year to expand market reach, engage untapped audience segments, and diversify radio and online partners

• Developed the “Liberate” platform, brand guidelines and roll-out plan executed across the following channels:
  - Online display advertising
  - Local print
  - Radio
  - Out of home
  - Google AdWords PPC campaign
  - Public relations

RESULTS

Jacobs Agency’s integrated “Liberate” campaign for the Nicor Gas Energy Efficiency Program generated significant program awareness, garnering over 156M paid and earned media impressions, exceeding impression goals for both fall and winter flights. The program website experienced record-high traffic during the campaign, increasing unique web visits by 88%, while call center volume increased by 19% compared to 9 months prior to the campaign. Program participation also trended upward during campaign periods. The current program year will end in May 2013, with program year three picking up in June.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Natasha Kesaji, VP Client Services, has nearly two decades of experience in marketing communications across multiple disciplines and within multiple industries. Her background in a variety of functions on the agency side has provided her with a unique perspective and insightful approach to achieving a client’s communication objectives. She has helped grow business for consumer and financial giants including Wrigley, Citibank, LaSalle Bank and Federal Reserve Banks. Her proven planning experience and strong interpersonal skills have made her an excellent liaison of communication between the Agency and an impressive client list of B2B and B2C clients and brands. With her expertise in strategy development, account planning, and overall management of client activities, Natasha ensures that objectives are met, approaches are sound and communications are relevant.