25C Means Business25C Means Business

Category: Best Content Marketing Program
Project Name: 25C Means Business
Company: Energy Circle and North American Insulation Manufacturers Association

Energy Circle launched the 25C Means Business program on behalf of the North American Insulation Manufacturers Association (NAIMA) to help insulation contractors nationwide leverage the enhanced federal 25C tax credit for energy-efficient home improvements. The program bridged the gap between complex federal policy and contractor outreach, offering a free, customizable marketing toolkit tailored to small and midsized firms. This toolkit included landing pages, blog posts, videos, emails, infographics, brochures, and more, all personalized with company names, service areas, and links. Energy Circle scaled this effort using automation systems, generating thousands of pieces of branded content for hundreds of contractors in 2024 alone.

Recognizing contractors’ challenges with tax credit complexity and marketing implementation, Energy Circle provided hands-on support through a dedicated team, offering 1:1 assistance and web development services. Contractors also gained access to a portal with sales training, FAQs, webinars, and sample invoices, ensuring confidence and accuracy in their messaging. The program’s collateral supported every stage of the sales funnel, from homeowner education to post-installation tax reminders.

To drive enrollment, Energy Circle launched a program website and collaborated with manufacturers, trade associations, and industry groups, promoting the initiative through trade shows, webinars, podcasts, and newsletters. By combining strategic content development with hands-on implementation, the program removed barriers to entry and delivered tens of thousands of dollars' worth of marketing support per contractor, entirely free.

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