CITY OF MENLO PARK
A hyper-targeted, equity-centered campaign that spiked program enrollment for home electrification upgrades.
Services
Campaign Strategy Campaign Creative Multicultural Creative Print & Digital Assets Video Production Campaign Implementation
Industry
Government & Public Sector
Environmental
Social & Political Impact
The Challenge
The City of Menlo Park was facing a challenge familiar to many nonprofits and mission-driven organizations: getting people to take advantage of a free program. They were offering free home electrification to qualifying residents, but traditional outreach wasn’t converting enough participants. Grant funding had an expiration date, and a spending milestone stood between them and their next round of funds, so the team needed a new approach to work quickly.
The Approach
We jumped right in with a sprint-based campaign process built for speed without sacrificing strategy. We prioritized deliverables, refreshing the existing communication assets first, so the city and its community-based organization partners had more effective print material to use while we built out the digital campaign.
Smart targeting moved people from awareness to action.
Our hyper-targeted programmatic campaign started in Belle Haven, a historically underserved neighborhood at the center of the program's equity goals. When the program expanded citywide, we scaled the campaign with it.
We ran bilingual creative and authentic video content using Meta platforms and online video to build reach, and Performance Max, search, and site retargeting to drive conversions. With 799,610 impressions in a tightly defined Bay Area geography, the campaign moved residents from awareness to action.
+817% Increase in monthly applications in the first month
+283% Increase in monthly assessments completed
+333% Increase in monthly signed participation agreements
Equity was built in from the start.
Belle Haven is a multilingual, multicultural community. This was a communication challenge at the intersection of climate equity and community engagement. Our campaign messages reflect the values and culture of the residents and the home health and safety benefits of the electrification program. Bilingual English and Spanish creative ran across every channel, and print materials made sure the campaign reached less digitally connected residents.
Authentic video content drove campaign performance.
We knew that real stories would be key to driving conversion. In partnership with Together Pictures, we developed an authentic hero video featuring a local homeowner's firsthand experience with the program, alongside city staff to speak to its legitimacy. From this one capture, we produced a full suite of video content for use across platforms. With multiple 30-, 15-, and 6-second edits, we had a range of messaging and content to use across the campaign flight.
The campaign wrapped up in March 2026 and final program results are still being captured. But the first month told a clear story: when the right people hear about the right program in the right way, they act.
WHAT WE DELIVERED.
Campaign Creative
Messaging Development
Calls to Action
Look & Feel
Video Production
Display Ads
Video Ads
Flyers & Door Hangers
Lawn Signs
Banners & Event Assets
Campaign Implementation
Programmatic Advertising
Monthly Progress Reports
Post-Campaign Report & Analysis
Retargeting
Campaign Strategy
Discovery
Audience Demographics Research
Media Strategy
Channel Plan
Messaging Framework
Media Strategy & Channel Plan
