The NJBPU needed to reach a broad and diverse audience while communicating complex information about energy programs and utility affordability. Many residents were unaware of available resources or found existing messaging difficult to understand due to technical language and complicated enrollment processes. In addition, the agency needed to maintain strong statewide visibility while adapting to changing consumer media habits and ensuring that messages reached ratepayers most affected by rising utility costs.

The Setroc Group implemented a phased approach that combined large-scale brand awareness efforts with a targeted, digital-first strategy. Early campaigns established a strong statewide presence through media activations and partnerships with organizations such as the New York Jets, New York Giants, Philadelphia Eagles, New Jersey Devils, and Rutgers University, supported by regional radio campaigns and seasonal advertising initiatives. As the focus shifted toward utility affordability, the team simplified complex energy information into clear, easy-to-understand messaging and launched integrated campaigns across social media, connected television, streaming audio, and digital platforms. Dedicated landing pages and first-party data strategies helped create more personalized outreach opportunities, while public relations initiatives and educational resources,including the “BPU Explained” series and community training materials; provided residents and local organizations with the tools they needed to better understand and access available programs.