Skip to main content
HBEES Billboard

Hull Business Energy Efficiency Scheme (HBEES)

HBEES (Hull Business Energy Efficiency Scheme) is a Hull City Council initiative, part-funded by the European Regional Development Fund, designed to support local SMEs in reducing carbon emissions and energy costs. The scheme offers grants of up to £15,000 for energy-saving upgrades including lighting, heating, solar and EV infrastructure.

HBEES-Logo-DIGITAL_Landscape_Full-Colour

Brief

Bluestorm was appointed as HBEES’ marketing agency in October 2022 via a competitive tender. With a tight deadline to drive uptake before April 2023, our role was to raise awareness of the scheme, boost applications, and position HBEES as a vital sustainability initiative for Hull businesses. We were tasked with reaching new audiences through a coordinated, multi-channel marketing plan.

What we did

Video Production BLACK
Video Production
Paid Social BLACK
Paid Social
Digital PR BLACK
Digital PR
Radio BLACK
Radio
Out of Home BLACK
Out of Home
Print BLACK
Print

Outcome

By June 2023, HBEES had already surpassed its target to cut 750,000kg of carbon emissions annually, reaching 790,000kg six months early. With 25 more projects in the pipeline, a further 175,000kg in annual carbon savings was anticipated. Hundreds of businesses accessed support, including Eltherington Group, who saved nearly £40,000 annually on lighting thanks to their grant-funded LED installation.

Design. Video Production.

Design

To explain the scheme in a clear and accessible way, we produced a short, animated explainer video that broke down the HBEES application process step-by-step, while also highlighting the potential benefits for participants. The animation used engaging visuals, clear narration, and concise messaging to make the information easy to understand for a wide audience, including those unfamiliar with the scheme. Once produced, the video was shared across social media channels, embedded within digital campaigns, and featured on the scheme’s website, helping to maximise its reach and effectiveness.

3
3
3
3

Digital Marketing. Paid Social.

Digital Marketing

Alongside the video, we delivered a programme of consistent organic social media activity and targeted email marketing to databases of local business contacts. Social content was tailored to different audience segments, highlighting relevant opportunities and success stories to drive interest and trust. Email campaigns reinforced these messages with clear calls to action and direct links to further information, ensuring businesses had both the inspiration and the practical details needed to take part. This integrated approach kept the scheme visible, encouraged ongoing engagement, and supported a steady flow of new applications.

Digital PR. Radio. Out of Home. Print.

Advertising & Media

We developed a focused, time-sensitive marketing strategy that combined direct mail, paid and organic digital campaigns, print and radio advertising, and outdoor media. The goal was to saturate local awareness channels quickly and consistently.

Key activities included:

  • Sponsored news stories in the Hull Daily Mail
  • Direct mail campaign to targeted SME lists
  • Hull Chamber of Commerce email marketing
  • Radio advertising campaign to increase regional reach
  • Sponsored content and lead-gen campaigns on LinkedIn
  • Targeted outdoor advertising in Hull’s key industrial areas
A billboard displaying the Hull Business Energy Efficiency Scheme offering

Achievements. Results.

Public engagement & results

Thanks to the success of our campaign, demand for the scheme surged, with HBEES exceeding its environmental impact goals ahead of schedule. The messaging reached a broad range of local businesses and demonstrated clear value, particularly through using case studies such as the Eltherington Group, whose LED upgrade saved substantial energy and operating costs.

Performance Highlights:

  • 790,000kg CO₂ saved ahead of target
  • 25 further projects in pipeline, forecast to save 175,000kg CO₂
  • Hundreds of SMEs supported through the scheme
  • Individual savings of up to £40,000 per year on energy
Previous Project