A day out on the lake. A summer afternoon in your backyard. A morning snowshoe trek on your favorite trail. New England based ReVision Energy wants to tap into your passion for the outdoors and inspire you to enjoy the sun with solar panels. Their new brand campaign, “Enjoy the Sun,” introduces a new logo and fresh approach to the 15-year old employee-owned company, which boasts 7,000 solar installations across Maine, New Hampshire, Massachusetts, and Vermont.
“Too often marketing solar has been a technical trade, all about kilowatts, cost per watts, and inverters” said Bridget Sprague, ReVision’s Director of Marketing, “We found that what really connects solar owners is a desire to make choices in life that protect the outdoors they enjoy with family and friends.”
Behind the Scenes
The concept “Enjoy the Sun” came out of an exhaustive brand audit process, conducted by Sprague, whose background includes 10 years running her own socially-responsible branding firm. After interviewing ReVision Energy employees, customers, and prospects, a consistent theme emerged – a love for canoeing and kayaking, fishing and hiking, rock climbing, or just hanging out with family and friends under the sun.
While the solar industry is relatively new in the Northeast, “Enjoy the Sun” is all about connecting to a well established, and mature industry: outdoor recreation. Over 70% of Mainers and 61% of people in New Hampshire and Massachusetts participate in an outdoor recreation outing each year, a sector that contributes over $17 Billion to Northern New England’s economy, according to the Outdoor Industry Association.
ReVision also hopes the outdoor recreation message will resonate strongly with a rapidly growing demographic for solar: millennials. According to a Deloitte study, 64% of millennials report being ‘Extremely interested’ in solar, compared to 47% of Gen-Xers and 39% of Baby Boomers.
“Millennials, whether they are buying homes or living in apartments, look critically at their energy choices and want to generate it more responsibly,” said Sprague, “Solar aligns perfectly with their values, and now it’s affordable, too.” Sprague points out that solar has fallen in price by 74% since 2004, and ReVision offers solar loans where a customer can swap a power bill for solar and save money immediately.
ReVision Energy has become the leading solar energy company in northern New England, founded by two guys in a garage and growing to over 220 employee-owners in five locations (Liberty & Portland, ME; Concord & Exeter, NH; N. Andover, MA).
— Solar Builder magazine