Advertising- Solar
This section is a culmination of my various advertising work for ClearPath Energy. The work consists of traditional advertising avenues including print and radio and modern advertising work including digital website ads.
New York Landowner Acquisition Print Campaign
In collaboration with The Daily News, which covers the Livingston County News and Batavia Daily News.
The purpose of this campaign was to drive landowner leads from the rural area of eastern New York. This campaign was published between mid-November and end of December 2021.
TARGET DEMOGRAPHIC: Rural landowners (typically farmers, with the land being generational land) age 45+, family-oriented, more conservative-leaning in politics, and looking for a way to keep land within the family and/or looking for another income stream.
The images below show the story of the print campaign. The first was a half page intended to introduce the audience to ClearPath Energy and our services, so when the following two were published they would recognize the company. The second’s purpose was to go more in depth on what leasing your land to ClearPath Energy meant for them, as a landowner, establishing a baseline for what we looked for in land, and included testimonials from two current landowners helped establish trust and notoriety. The third print was to also establish why they need to become a landowner with us, honing in on the emotional aspect of what their land meant to them and their family.
This was the first print campaign I ever did. In hindsight, looking at this in 2024, I would condense the copy of the two full pages and take out much of the “fluff” and identify the most important information the readers need to know. The ClearPath Energy website has two different pages dedicated to the land lease opportunity that goes more in depth, making much of this copy redundant and only crowds the available space of the two full pages.
New York Landowner Acquisition Digital Campaign
Much like the print campaign you just looked through, the purpose of this campaign was to drive landowner leads from the rural area of eastern New York. This campaign was active between mid-November 2021 through mid-January 2022.
TARGET DEMOGRAPHIC: Rural landowners (typically farmers, with the land being generational land) age 45+, family-oriented, more conservative-leaning in politics, and looking for a way to keep land within the family and/or looking for another income stream. More digitally savvy compared to the print campaign targets. The 20-44 year age crowd was added to reach the children of these landowners as they are more digitally inclined than their parents.
This digital campaign utilized retargeting. Pre-determined targets were fed one of the first 3 ads (Keep on Farming, Earn Passive Income, Protect the Future,) and if they interacted with the ad they were fed, they were served the fourth ad (Lease to Solar Company You Trust.)
Looking back on this six weeks post-campaign, there are several design aspects I would change given the chance.
The vignette overshadows much of the imagery and darkens it too much on the Protect the Future ad. Although it’s not much, I would either lessen the amount of vignette or up the brightness or contrast for the image to counterbalance it.
I would use imagery that has more varying color. In the images that were used there were mainly greens/yellows/beiges- I would add a sky blue to draw in more of the nature theme and add more contrast.