Major Push by Wood Heat Campaign Widens Consumer Exposure

Center continues its commitment to increasing low-grade markets as forest management tool.

Encouraging consumers to purchase an automated wood heat system – often a sizable investment – requires multiple touchpoints. The Feel Good Heat campaign generated more than 35 million touchpoints – or impressions – over the course of a major three-year promotional effort to reach residents in the New England area.

Funded by the U.S. Economic Development Administration and many regional partners, this phase of consumer education and content creation for the campaign exceeded expectations.

Campaign Wins and Takeaways

Feel Good Heat exposes homeowners, business owners, contractors, and residents in multiple states to wood heat’s trifecta of benefits: local, renewable, and cost efficient.

When oil and natural gas prices hit record highs, the campaign’s messages illustrated modern wood heat’s cost savings, price stability, and local impact. The video and displays ads were seen more than 35 million times and generated more than 240,000 clicks.

From Google and YouTube to other websites and social media, the campaign materials compelled more than 171,300 visitors to use FeelGoodHeat.org to learn more about making the switch, with more than 800 then connecting to boiler and wood fuel distributors.

By raising general awareness and exposing customers multiple times through different channels, the digital campaign improved buyers’ understanding of the benefits of a modern wood heat system and was key to eventual sales conversions.

Industry partners said that they received inquiries and leads that were more qualified and educated than in previous years. They attributed the change to education materials – such as the How it Works animated video – being effective in explaining both the value and logistics of modern wood heat.

“It was beneficial that the campaign stood apart from just one business. It’s one thing for a consumer to hear from a pellet company and another to hear through the lens of an unbiased, educational campaign. We not only see value of the campaign in receiving educated leads, but also in sharing messages with decision and policy makers. Doing that gives us a better shot at keeping and expanding incentives.”

– Hannah Campbell, Marketing and Public Relations Specialist, Maine Energy Systems

The campaign used vibrant visuals and video animations to catch people’s attention, and creative concepts turned numbers into playful visuals such as price volatility represented by amusement park riders and annual costs depicted as a personified piggy bank. “This approach worked really well,” said Kelsey Seeker, the Center’s marketing director. “The view rate of the videos remained above 87% throughout the life of the campaign, far exceeding the average 30% view rate for YouTube ads. The How It Works video topped the bunch at a 93% view rate!”

Watch the Videos

Continuous Messaging Needed

With an increasing need to educate people about the connection between forest management and having wood as a renewable heating option, the campaign produced From Woods to Warmth the video series that articulates wood heat’s integral role in good forest stewardship. The perspectives – from forester to environmentalist to homeowner – showcase the Northern Forest and many of its communities. The series seeks to explain why forest stewardship is good for the longevity of the forest, habitat, biodiversity, water quality, and local communities.

Explore the Series

“We need to continue this campaign because loggers desperately need low grade markets,” said Dana Doran, executive director of Professional Logging Contractors of the Northeast. “Wood heat gives them another market to deliver the same quality of wood locally which keeps them employed and keeps those dollars circulating in our communities.”

The Future of the Campaign

As the campaign evolves, the Center actively supports the development of the wood heat sector as a means of lowering the carbon impact of heating, retaining heating dollars in the region, supporting quality forest-based jobs, and sustaining strong forest stewardship practices.

The campaign now focuses on promoting its From Woods to Warmth series through existing networks and new audiences. Additionally, as the region accelerates its push to decarbonize the energy industry, Feel Good Heat will continue developing resources that position modern wood heat as one of several approaches to heat renewably and sustainably.

Learn more at feelgoodheat.org

Interested in using some of the campaign videos or images? Contact Kelsey Seeker at kseeker@northernforest.org.