One-million-member organization honors storytelling strategy that built HERO Program’s success
LAS VEGAS, Sept. 21 – Renovate America Chief Marketing Officer Dean Hollander has been named CMO of the Year by the Internet Marketing Association (IMA) as part of its annual IMPACT Awards, which recognize exceptional contributions to Internet marketing as well as outstanding projects and campaigns. Renovate America also received three video awards from IMA, which has more than one million members.
"There were hundreds of individuals under consideration for this award, but we selected Dean for the unique human testimonial strategy he developed and his use of video/digital marketing to build thought leadership," said IMA Chairman Sinan Kanatsiz.
At Renovate America, Hollander has helped build the company’s flagship HERO Program into the nation’s largest form of residential Property Assessed Clean Energy financing, which funds energy efficiency, renewable energy, water conservation, and storm resiliency improvements. Hollander created both the Renovate America and HERO brands and leads an in-house creative team who develop all video and content. In addition, he works closely with leaders across the business to ensure the customer experience delivers on the brand promise.
"It's an honor to be recognized by the IMA for storytelling and brand development, and it's inspiring to see this organization embracing a broader definition of digital marketing that goes way beyond measuring views and clicks," said Hollander, who collected the award this week in Las Vegas during the IMA’s IMPACT16 event. "The best way to ensure you're being considered by customers is to be remembered throughout their purchasing journey, and authentic stories are virtually impossible to forget."
Unearthing and telling compelling stories about the HERO Program’s customers, and sharing them using digital media, have been key to the product’s marketing successes. In large part because of this approach, Renovate America was able to finance almost a billion dollars in home improvements before spending anything on advertising.
Early on, Hollander realized that one key to the story he was telling on behalf of the company was putting safeguards around how contractors interact with homeowners. Hollander helped create a checklist of consumer protections not found with other financing options, and branding around the HERO Protect team that helped homeowners with workmanship or other complaints even after the contractor was done with the work. Through his efforts, the creative team helped shape how the business served its customers in very meaningful ways.
Renovate America partners with local governments to provide the HERO Program to homeowners who finance a wide variety of product installations to conserve water and energy, or to generate renewable energy. These installations include energy-efficient products like HVAC, windows, and roofing; renewable and alternative products like solar; and water efficiency products for indoor systems and outdoor landscaping.
Since its inception in December 2011, the HERO Program has financed more than $1.8 billion of improvements in more than 75,000 homes throughout California. It is currently available to 88% of California households, and just last week launched in Missouri, and is getting approved by local governments in Florida. In addition to spurring significant water savings, HERO has financed projects that together will save more than 11.5 billion kWh of grid electricity, more than enough electricity to supply 1 million Americans for a full year.
About Renovate America
Renovate America partners with state and local governments to offer HERO, a property assessed clean energy (PACE) financing program, to communities. HERO is the leading residential PACE program in the U.S. and has financed more than $1.8 billion of improvements. This unique public-private partnership offers consumers access to financing for more than 60 types of home energy improvements without the need for government funding. The HERO Program has received a number of recognitions including a Climate Leadership Certificate for Innovative Partnerships by the U.S. Environmental Protection Agency, inclusion in the 2016 White House Water Summit, the Governor's Environmental and Economic Leadership Award in California, and the Urban Land Institute Best of the Best.
About the Internet Marketing Association
The IMA is one of the fastest growing Internet marketing groups in the world, with more than 1,000,000 professional members in fields including sales, marketing, business ownership, programming and creative development. It provides a platform where proven Internet marketing strategies are demonstrated and shared to increase members’ value to their organizations. IMA is underwritten by corporate partners to provide an opportunity to learn, engage and define best practices without making a financial commitment. www.imanetwork.org