Energy Circle Wins 2025 CMI Award for Groundbreaking 25C Tax Credit Campaign

Portland, Maine–based marketing agency Energy Circle has won the 2025 Content Marketing Award for Best Content Marketing Program from the Content Marketing Institute (CMI) for its innovative “25C Means Business” campaign.

Beating out major global brands—including finalists from Google and Visa—Energy Circle’s campaign stood out for its strategic storytelling, measurable results, and support of insulation contractors navigating the complexities of the 25C tax credit.

“Once again, I'm amazed by the winners of this year's Content Marketing Awards,” said Stephanie Stahl, Managing Director of CMI. “These marketers are setting new standards in our industry through innovation and impact.”

About the Award-Winning Program

Developed in partnership with the North American Insulation Manufacturers Association (NAIMA) and Puelle Design, the “25C Means Business” campaign was designed to help contractors convert the 25C federal tax credit into tangible business growth.

Key components of the program include:

• Comprehensive Contractor Training – Featuring videos, webinars, and FAQs to simplify the tax credit and enhance sales enablement.

• Homeowner Marketing Kit – A turnkey collection of digital assets, including blogs, videos, email templates, and ad creatives to generate leads and boost SEO.

• Sales Collateral – Physical marketing materials such as branded pamphlets and in-home presentation decals.

• One-on-One Support – Personalized web and marketing support services, including site updates and concierge assistance.

To date, the program has delivered over 8,000 customized content assets to 270 contractors across 45 states, helping to drive visibility, lead generation, and national media attention.

More Than Marketing: A Mission-Driven Impact

As a Certified B Corp, Energy Circle’s mission goes beyond marketing performance. The agency is dedicated to supporting high-performance building professionals in their efforts to fight climate change through energy efficiency and electrification.

“This recognition from CMI is not just an honor—it’s proof that strategic content can drive meaningful environmental and economic outcomes,” said Energy Circle CEO Peter Troast.

The win also places Energy Circle in the running for CMI’s Project of the Year, with the winner to be announced at Content Marketing World 2025, taking place September 15–17 in San Diego, California.

About Energy Circle

Founded in Portland, Maine, Energy Circle provides web and digital marketing solutions for HVAC, solar, and home performance contractors. The agency partners with both businesses and associations to deliver data-driven content strategies and industry-specific marketing expertise.

The Content Marketing Institute (CMI) is a leading global organization advancing the practice of content marketing through education, research, and events. The Content Marketing Awards are the largest and longest-running international content marketing recognition program.

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