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Green Design

ksv

ksv

burlington vt

At KSV, the mission is to move people by disrupting convention, and they’ve been doing it extraordinarily well for more than 30 years.

They’ve also been industry leaders in sustainability and efficiency marketing for more than a decade, working with such brands as Seventh Generation, Efficiency Vermont, Green Mountain Energy and Mass Save, and also handling efficiency marketing efforts for utility giant National Grid. “At our core, we’re a behavior change agency,” says KSV Executive Creative Director David Coats. “That means engaging our audience on their terms, having the best possible insight into what drives them to embrace efficiency and sustainability, then connecting with them in simple, human ways.” He says it’s crucial that people see sustainable products and efficiency programs not as sacrifices, but as ways of improving quality of life. “There’s nothing wrong with selling efficiency as a great way to save money, because for some people, that’s what matter most. We have to respect that and remember that the burden is on us, not on our audience, to demonstrate the appeal.”

Concludes Coats: “The digital age has completely lifted the veil that once existed between brands and their customers, allowing people to choose products and services that truly align with their own values. That means you can't simply slap a green label on your product and call it a day, you have to make sustainability a verifiable part of how you do business. To succeed these days, you have to mean it.”

ksv

KSV's process involves marrying consumer insight and message strategy to the latest, most relevant ways of reaching the right audience. For Massachusetts’ energy efficiency consortium Mass Save, that’s meant a multi-platform approach for their latest statewide awareness campaign that combines outdoor, radio, and print with paid search, digital display, and social media outreach. “Massachusetts has already been named the most efficient state in the nation two years running,” observes David Coats. “The goal of this campaign is to build on that reputation and help people from all walks of life see the value of efficiency in their lives.”

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