Energy Action Ltd is an Irish Registered Charity established in 1988, with the core objective of alleviating fuel poverty in Dublin by the provision of insulation in the homes of older people.
The aim of Energy Action’s annual Fuel Poverty Conference is to provide a forum for those working in the area of fuel poverty to share key information, experience, and perspectives in order to identify lasting solutions to the issue. The conference reviews current policy and best practices with regard to fuel poverty/energy affordability in the Republic of Ireland, Northern Ireland, the UK, and continental Europe and provided a stimulating forum for debate and discussion around these key issues as well as the exchange of valuable information.
The Fuel Poverty Conference began in 2013 with the aim of opening dialogue around the subject of fuel poverty amongst the stakeholders in the energy industry. I was invited to help market and project manage the FPCON15 with the goal of reaching a wider audience than they achieved in the previous year. The primary goal was to develop a website and inbound marketing campaign that will engage the various stakeholders to book seats and buy sponsorships packages at the upcoming conference taking place at Croke Park.
The 2015 Fuel Poverty Conference was the first year that a digital marketing campaign was rolled out. A new conference website and an array of social media channels were developed. This saw a year-on-year increase in attendees, speakers, and sponsors. FPCON19 even went as far as trialling an Energy Cafe and was streamed online to a national audience. We brought in a number of interns to help manage the digital and traditional marketing and aid in the project management of all the online assets.
After the initial success of our first digital campaign, we realised that we need to better understand the conference audience. We worked on building a detailed customer profiling to better understand the different types of conference customers and how best to communicate with them. This led to a comprehensively designed inbound marketing campaign across social media, email marketing, and radio. These changes so a 100% increase in footfall and public relations before and throughout the fuel poverty conferences in 2018 and 2019.
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