The Energy Saving Trust is to revamp its online strategy in a bid to persuade more consumers that energy saving measures can be implemented cheaply.
The not-for-profit, part-government-funded organisation has hired digital agency Sapient to analyse its website and social networking activity, and improve its appeal to more cost-conscious energy savers.
Sapient won the £3m account following a review involving 40 agencies. The previous incumbent was Grand Union.
“Our online presence needs developing from the point of view of customers who want to save money,” says Jasper Bell, Energy Saving Trust digital marketing manager.
Bell says the site needs to become as attractive and useful to people who want to save energy in small cheap ways as it has been to people prepared to invest large sums in big projects, such as roof insulation.
The organisation, which is aiming to increase its online traffic from 1.5 million to 1.7 million hits by the end of next March on a tight budget, is also bidding to increase the amount of user-generated tips and advice online by integrating its social networking feeds into its website.
Bell adds that the Energy Saving Trust’s online presence is a “critical” part of its strategy to help more consumers reduce their carbon footprint. The organisation competes with large energy companies’ efforts to attract consumers to sign up to bespoke energy-saving schemes.