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Case in Point

Client Company Info

Dominion is one of the nation’s largest producers and transporters of energy, with a portfolio of more than 27,500 megawatts of generation; 12,000 miles of natural gas transmission, gathering and storage pipeline; and 6,000 miles of electric transmission lines. Dominion operates the nation’s largest natural gas storage system, with 942 billion cubic feet of storage capacity, and serves retail energy customers in 14 states. Its corporate headquarters are located in Richmond, VA.

Dominion’s strategy is to be a leading provider of electricity, natural gas and related services to customers in the energy-consumption-intensive Midwest, Mid-Atlantic and Northeast regions of the U.S., a potential market of 50 million homes and businesses, where 40 percent of the nation’s energy is consumed.

Challenge

Project Plant It! is an award-winning original Dominion Power program that focuses on educating elementary school students about the benefits and value of trees in our environment. In partnership with the Arbor Day Foundation, as well as school districts in areas where Dominion operates, Project Plant It! includes programs and activities for students and teachers.

In order to keep its content fresh, relevant and engaging, Dominion asked WCG to help update, expand and modernize the existing Project Plant It! website . The challenge was threefold: engage and educate parents, teachers and children on the benefits of planting trees; make them more aware of Project Plant It!; and highlight the benefits of being “green.”

Solution

To stimulate increased user engagement from the onset, WCG added rotating content to the Project Plant It! home page, illustrating how the program has impacted both classrooms and, on a larger scale, the world. The home page also features an informative video detailing the benefits of trees and all their parts.

WCG improved site usability by adding new pages and streamlining existing content. Teachers are now led to a “Get Active” section, where they can find downloadable guides that provide ideas for getting out of the classroom and into the natural environment. They may also download certificates to present to students. Students are directed to fun activities that help them learn more about trees in exciting ways.

Also included is a link to the Project Plant It! Tree Me! Contest, where students take digital photos of themselves posing as trees and upload them to an entry form. The contest itself was created in honor of a key milestone—the 100,000th seedling distributed by the Project Plant It! program. The student who submits the best picture wins $2,000 for their school. The contest description, rules and online entry submission form were all created by WCG.

WCG added Google Analytics code to the site In order to track and record the results of our creative efforts.

Outcome

The tone for the Project Plant It! website succeeded in being educational, fun, upbeat and engaging. In fact, the newly revamped “Request a Tree” page has drawn nearly 850 requests from users in five of the seven states where Dominion does business. Dominion was more than pleased with the impressive number of participants attracted following WCG’s site renovations, and continues to be one of the agency’s most trusted and valued clients.

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