Tennessee Energy Education Initiative:
The Roadmap for Energy Improvements

The Challenge

The Tennessee Department of Environment and Conservation had just set up a new, statewide program to help businesses and industries manage their energy use. Organizations across many sectors needed to know about the events and training provided through the program – and fast. Shelton Group took a ground-up role in creating the brand identity for the Tennessee Energy Education Initiative and developing the tools to promote it.

The Insight

We started with a survey among the target audiences to figure out TEEI’s best opportunities for encouraging energy improvements over the long term, including which business sectors to prioritize. We saw that decision makers facing energy use choices were feeling overwhelmed – they had seen so much information and heard about so many options, they didn’t know how to prioritize or what would be best for their facility. TEEI needed to be their go-to for practical, actionable advice that would help them navigate the unknown.

The Solution

We centered communications around the idea of TEEI as a roadmap to better energy usage, and designed a look and feel (including the logo) for all collateral materials that reinforced the idea of simplicity, assurance and action. The email campaigns we created to promote each TEEI event bested industry averages for similar B2B campaigns in open rates and click-through rates. These campaigns and our new online resource center helped drive event attendance 35% higher than our goal.

In post-event surveys, the vast majority of attendees (84%) said the events helped them further their organizations’ energy efficiency programs, and 73% opted in to receive ongoing TEEI email updates and resources via email.


Exceeded attendance goal by 35%


open rates (vs. 19% industry average)


click-through rates (vs. 5% industry average)

Website HTML Emails Program Flyer


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