National Grid is one of the largest investor-owned energy companies in the world – covering Massachusetts, New York, Rhode Island and the UK. Furthermore, National Grid works with stakeholders to promote the development and implementation of sustainable, innovative and affordable energy solutions.
Abbey Mecca is proud to have been selected by National Grid New Energy Solutions Division to work on The Fruit Belt Neighborhood Solar Partnership initiative. A collaboration between National Grid, Buffalo Niagara Medical Campus, Solar Liberty, and NYSERDA, the Fruit Belt Neighborhood Solar Partnership was developed to introduce no-cost solar power and energy efficiency opportunities for residents in the Fruit Belt community. The Fruit Belt Neighborhood, located just outside downtown Buffalo, is compromised of a 36-block neighborhood near the Buffalo Niagara Medical Campus.
Abbey Mecca was charged with developing the branding and messaging to introduce and communicate the multiple benefits of this unique program.
Our experience with brands in the solar energy space including Solar Liberty, DynoRaxx and Allegro Power, positioned our agency well to lead development of brand strategy and position, marketing collateral design and advertising.
First, our creative team was tasked to develop a logo that captured the essence behind the newly formed Fruit Belt Neighborhood Solar Partnership.
The hyper-local nature of the project necessitated the use of print collateral and direct mail as the most effective way to raise awareness about FBNSP in the community. Door hangers, postcards, posters and lawn signs were designed and printed. A focused, print advertising campaign was also developed utilizing weekly newspapers that reach the Fruit Belt neighborhood.
Launched in May of 2016, the program has completed the first solar installation and has interest from more than 40 homes owners in the Fruit Belt. Local news media including The Buffalo News and WIVB-TV have also reported on the project.