Cobb EMC, servicing select counties in Georgia, is one of the largest not-for-profit, member-owned electric cooperatives in the U.S. After lower than expected enrollments in a cooperative solar program for those interested in renewable energy, they partnered with Claritas to better understand their member data and determine what future programs would make the most sense to roll out to their members, and what channels to market them through.
Claritas took Cobb EMC’s customer data and appended PRIZM Premier segmentation to create distinct target groups. Storyboards laying out clear and concise recommendations showed their members weren’t interested in solar or installed their own panels, but there was high interest in Electric Vehicles (Evs) among two of their five target groups. Using this data they created electric vehicle tools, resources and programs for their members.
56.7% email open rate among one of their target groups
300 more visitors to their landing page, daily
The industry’s most widely adopted segmentation solution, PRIZM Premier, provides rich insights for every household in the U.S. including demographics, lifestyle and media preferences, shopping behaviors and technology usage.