Marketing Results that Resonate.

From boosting brand awareness to increasing conversions, these marketing campaign results below highlight my ability to deliver outcomes that exceed expectations.

2023-2024 Builder Engagement Campaign

Washington Gas promoted ENERGY STAR® products to builders through a targeted media campaign using native Google display, responsive display and Google search ads.

Media: Standard Display, Paid Search, Native Display, Responsive Display, Printed Builder Brochures

Total Impressions: 4,399,474

Conversions (Builder Application Form
Fills): 86

2023-2024 Water Heater Campaign

The water heater campaign for Washington Gas highlighted the Maryland and Virginia ENERGY STAR® certified water heater rebates and emphasized early replacement, potential energy savings and federal tax credits.

Media: Email, Direct Mail, Organic Social Media, Paid Search, Facebook, Discovery, Nextdoor advertisements.

Total Impressions: 28,819,081

Water Heater Page Sessions : 64, 614

2023-2024 ENERGY STAR® Appliance Rebate Campaign

Social media posts, email
campaigns, and postcards were deployed
to generate program awareness and
participation in Washington Gas rebate programs in Maryland and Virginia.

These advertisements focused on the
benefits of ENERGY STAR® appliances
that qualify for Home Energy Savings
Program rebates.

Number of Social Media Posts: 43

Organic Social Impressions: 13,021

Smart Thermostat Email: 134,740 opens, 8,491 clicks and 328 program
participants.

MD Tax Free Email: 47,050 opens, 1,835
clicks and 157 program participants.

MD Increase Email and Postcard: 151,680 opens, 1,904 clicks and 385
program participants.

2023-2024 Home Heating Appliance Campaign

Strategy: Digital campaigns for home heating equipment highlighted the incentives available to customers for
ENERGY STAR® certified boilers and furnaces, emphasizing early replacement, potential energy savings and federal tax credits. Sell sheets were also leveraged by contractors to educate customers about the benefits of ENERGY STAR ® certified home heating appliances.

Media: Paid Search, Facebook, Nextdoor,
social media organic posts, Spotify, Responsive Display, and Discovery advertisements.

Total Impressions: 28,958,140

Home Heating Webpage Sessions: 91,070

2022-2023 Builder Engagement Campaign

Strategy: Marketing for the Washington Gas New Homes program focuses on Maryland homebuilders, underscoring the quality,
value and positive impact building with ENERGY STAR® certified equipment can have on their bottom line. Paid media targeted the core audience of Maryland
homebuilders highlighting the incentives available to them when they build with ENERGY STAR.

Media: Standard Display, Native Display, Responsive Display and Search

Total Impressions: 5.1 Million

2022-2023 Water Heater Campaign

Strategy: The water heater campaign
highlighted the ENERGY
STAR® certified water heater rebates
and emphasized early replacement,
potential energy savings and federal tax
credits.

A postcard and email campaign sent in June 2023 promoting rebates on water heaters with additional manufacturer savings led to an additional 23 conversions.

Media: Email, Standard Display, Native Display, Responsive Display, Display Retargeting, Direct Mail, Google Discovery, Paid Social and Search

Total Impressions: 3.3 Million

2022-2023 ENERGY STAR® Appliance Rebate Campaign

Strategy: This campaign highlighted available Washington Gas rebates, along with potential energy savings and efficiency benefits of upgrading to ENERGY STAR® products. Through tactics such as branded content, which highlighted a variety of energy saving tips, ads sought to engage, inform, and motivate customers to purchase ENERGY STAR certified appliances and HVAC equipment.

Media: Email, Standard Display, Native Display, Direct Mail, Display Retargeting, Responsive Display, Paid Social, Bill
Inserts, Spotify, Branded Content, Nextdoor and Search.

Total Impressions: 1.8 Million

2022-2023 Home Heating Appliance Campaign

Strategy: Digital campaigns for home heating equipment highlighted the incentives available to customers when they purchase ENERGY STAR® certified boilers and furnaces, emphasizing early replacement, potential energy savings and federal tax credits.

Media: Email, Standard Display, Native Display, Responsive Display, Direct Mail, Google Discovery, Paid & Owned Social and Search

Total Impressions: 5.6 Million

Home Energy Conservation Kit Campaign

Between 2023-2024, Washington Gas provided over 5,600 Energy Conservation Kits to customers.

Notably, 90% of these kits came from marketing tactics such as hyper-targeted marketing emails, direct mail postcards, home energy report marketing modules, and community events.

Without my omnichannel and targeted marketing approach this achievement would not have been possible for the company.

Energy Efficiency Microsite

The Washington Gas energy efficiency microsite was created to give customers a clear pathway to information and the application process for rebates and other energy efficiency programs. Attached is a demo video on navigating to different pages on the website.

My team and I conducted market research, leveraged stakeholder surveys and design workshops to priories information, enhanced site design and improved the overall customer experience.

To date (July 2024), there have been 600K+web sessions to the website since the website launch in late 2022.

2023 Washington Gas Connected TV & YouTube Campaign

Washington Gas launched Connected TV (CTV) and YouTube advertisements to further reach its Maryland residential customers and increase rebate program awareness.

These video advertisements yielded 1,037,674 impressions and a 74.31% video completion rate, significantly surpassing the 865,000 impressions and 50% video completion rate benchmark.

Marketing Campaign Results

I take pride in delivering quality content that completely captures my audience. Here are some of the results of my work.

2017-2018 SOCIAL MEDIA STRATEGY

I was in charge of creating content for the Facebook, Twitter, and LinkedIn pages at NWRA.

The goal was to create content that attracted both the general public and people serving the waste and recycling industry. I got to know my audience and started to create content that focused on events that interested them, information on how to keep them safe and recycle smarter, and other items such as infographics to keep readers engaged.

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2017 - 2018 WEEKLY NEWSLETTER STATISTICS

At NWRA I was in charge of researching and compiling the Weekly Review newsletter that reached 18,000+ contacts in the waste and recycling industry. This newsletter had an open rate of 35% and a click-to-open rate of 28.92%. The newsletter would feature a recap of important industry news and information, including media articles where members and NWRA staff are quoted.

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