NHSaves^®

Energizing the Granite State: The NHSaves utility partners’ “Thrival Guide” Campaign Bridges Urban-Rural Gaps to Drive Energy Efficiency

NHSaves, funded by electric and natural gas ratepayers and delivered by Eversource, Liberty, New Hampshire Electric Cooperative and Unitil, sought to create powerful, engaging, and motivating strategies to boost consumer and business awareness of energy efficiency benefits. The goal was to drive significant action towards energy reduction, primarily through the available energy efficiency programs.

While the state is divided into ten counties, more than 75% of New Hampshire’s population resides within the Southern Tier and Central Capital Area, making these regions the most densely populated in the state. To reach the rural North Country audience with limited digital access, we utilized local print publications in Coos County, alongside high-visibility digital placements, public relations, and paid and organic social media.

The visually exciting campaign, titled “Thrival Guide,” captured the spirit of New Hampshire with unique graphics that resonated with the local pride of Granite Staters. By taking cues from survival guides and nature booklets, the campaign presented helpful tips about energy-saving rebates and technologies in an engaging format. This multifaceted approach allowed us to maximize the budget for the greatest reach, connecting deeply with both urban and rural residents, and setting the stage for increased energy efficiency participation across the state.