Tree Trimming Campaign

Client: DTE Energy

The Objective​

DTE engaged Boulevard to define and clarify tree trimming to homeowners. Develop a positioning, communications strategy and associated tactics. Followed by an in-market effort to drive the desired behaviors among customers in the 9 DTE counties. ​

​
The Barrier​

Tension exists between the homeowner and the issue of tree trimming near the DTE power lines that run on the lot lines and easements of homeowner’s property. Homeowners typically do not think of the need for tree trimming until there is a real issue – power outage, downed wire and/or notification by DTE of the need for tree trimming near the DTE wires. Additionally, a common homeowner belief is that tree trimming around DTE wires is not their responsibility and is the responsibility of DTE. ​

​

The Insight​

Create a campaign that can last over time. One that humanizes DTE by using emotional, educational and situational elements of trees, tree trimming and power lines. Establish a connective link between tree trimming and power outages to homeowners. Develop a tree trimming awareness and education campaign to deliver messaging around the factual and practical reasons why the homeowner should.​ ​

​