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ALBUQUERQUE, NEW MEXICO

PNM

TIME OF DAY PROGRAM

PNM’s Time of Day (TOD) Rate Program is transforming how customers save and use energy. By pairing an innovative rate plan with a powerful, multi-channel marketing strategy, PNM made it easier than ever for customers to understand, enroll, and take control of their energy costs. The result? Record-breaking engagement, accelerated adoption, and a scalable framework that positions TOD as a cornerstone of smarter, more efficient energy use in New Mexico.

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BUSINESS CHALLENGE

PNM set out to accelerate customer adoption of its Time of Day (TOD) program, which empowers customers to save money and use energy more efficiently. A core KPI for the initiative was to increase enrollments while also expanding awareness, strengthening engagement, and making it easier for customers to understand and join the program.

MARKETING CHALLENGE

The objective was to drive faster enrollment and stronger engagement through an integrated, multi-channel campaign. Success required identifying the right mix of media, messaging, and creative formats to resonate with customers who value savings and energy efficiency, while also establishing a framework that could support ongoing growth and scalability.

SOLUTION

ID Lab partnered with PNM to deliver a comprehensive multi-channel marketing strategy that elevated the TOD program and made enrollment simple and accessible. The approach included:

  • Email Marketing. Automated campaigns that drove exceptional open and engagement rates, particularly among anniversary and credit-recipient audiences.

  • Paid Search & Display. Search, display, and Pmax campaigns generated strong interest, with blended CTRs exceeding benchmarks.

  • Organic & Paid Social Media. High-performing creative on Meta, including interactive carousels and simplified visuals, effectively explained the TOD program and connected with customers.

  • Landing Page & SEO Content. Redesigned, optimized landing page experiences to help inform, drive interest, and convert awareness into action.

  • Video Advertising & Streaming Audio. Video campaigns and Pandora streaming audio extended reach and reinforced key messages.

  • Direct Mail. Planned as a complement to digital channels, ensuring well-rounded customer outreach.
  •  

Streaming

Audio and Video Mobile

Ads

Display and Retargeting

Social

Organic and Paid

Mail

Direct Mail

Web

Landing Pages

Email

Design & Implementation

SEO

Keywords & Topics

Strategy

Video, Infographics, Audio, Copy

10X

Faster rate of conversion

+207%

Monthly enrollments

68.63%

Average email open rate

853%

MoM increase in traffic to the TOD landing page

85%

Anniversary and credit-recipient audiences demonstrated the highest engagement, with an average rate of 85%.

RESULTS

The momentum was unstoppable

The campaign’s impact was immediate: 180 customers enrolled in just 5 days — a conversion pace 10x faster than before. In only three months, sign-ups reached 1,074, nearly matching the prior year’s total of 1,400. Email engagement soared with a 68.63% open rate, far above industry norms, while traffic to the TOD landing page spiked 853% month-over-month. Targeted anniversary and credit-recipient audiences led the way, engaging at an impressive 85% rate.

LISTEN

Pandora Ad

With PNM’s Time of Day Rate, using energy off-peak means big savings. Our streaming ads delivered the message where customers were already listening.

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