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Brighter Energy Choice Brand Awareness Campaign

StraightUp Solar

Services

Marketing Strategy | Multi-Channel Campaign | Reporting

Challenge

During a time when headlines warned of deceptive practices by fly-by-night solar companies, earning and maintaining public trust had never been more critical. As a long-standing, values-driven Certified B Corp founded in 2006 on the notion of caring for community, StraightUp Solar needed a bright campaign that would set them apart—one that communicated not just what they do, but who they are.

Solution

To meet the moment, I led the development and execution of one of StraightUp Solar’s most comprehensive brand awareness campaigns at the time. At a time when trust in the solar industry was wavering, we anchored our message in one of the most powerful motivators for going solar: energy choice—not just in a clean power source and utility bill savings, but also in choosing a partner with integrity, community roots, and a long-term commitment to service.


Over the course of two months, I worked closely with the marketing team to roll out the values-driven brand message, “Your Brighter Energy Choice. Straight Up,” across multiple channels in two key regions. This included over-the-top (OTT) video ads, Google ads, internal and third-party email campaigns, SmartMailer direct mail, social media, and in-person community events.


I managed the full campaign lifecycle—from strategy, messaging, and timeline development to budget allocation, content creation, tracking implementation, and post-campaign reporting.


Results

The campaign exceeded expectations:


  • Impressions goal surpassed by 115%

  • Website session goal reached 95%

  • +18% organic sessions

  • +25% organic conversions

  • +18% direct sessions

  • +87% direct conversions

Impact

This campaign didn’t just generate metrics—it built momentum. By highlighting StraightUp Solar’s values and long-standing reputation, the campaign helped reinforce brand trust at a critical time in the solar industry. It also created a blueprint for how values-based messaging can drive measurable impact across multiple channels.

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