eco align case studies april21 2009
DESCRIPTION
overview of selected case studiesTRANSCRIPT
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CASE STUDIES
Aligning consumer behavior with energy and environmental neds
Case Studies
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CASE STUDIES
Recent work
• Client: Customer Care Research Consortium– Building and visualizing the utility customer experience in 2015
• Client: Pepco Holdings– Repositioining Pepco Holdings
• Client: Lunera Lighting– Building brand leadership in LED Lighting
• Client: Earthlinked Technologies– Establishing brand leadership and accelerate sales
• Client: Daylight Inside– Bringing daylight technology to the limelight
• Client: Xcel Energy– Developing creative strategy to launch SmartGridCity in Boulder
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CASE STUDIES
Client: CCRC
The Day In A Life Of (DILO)building and visualizing the utility customer experience in 2015This video has won four prestigious Telly Awards for “Use of Graphics” (Silver; Highest Honor); “Public Relations” (Bronze); “Government Relations” (Bronze); “Cinematography” (Bronze). The Telly Awards honor commercial/industrial work.
The DILO video has been exceptionally well received by energy utility sponsors and government regulators as an accurate depiction of future life with a “smart grid” and new products and services.
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CASE STUDIES
Disruptive Game Changers
• Security crises (terror, supply)
• Technological breakthroughs
• Climate disruptions
• Extreme price volatility
Disruptive Game Changers
• Security crises (terror, supply)
• Technological breakthroughs
• Climate disruptions
• Extreme price volatility
Developed The Vision For The Customer Experience in 2015 Around the Smart Grid for 15 Utilities
DILO THEMES
1. Customer control and engagement, on the customer’s terms
2. Very easy, very fast transactions
3. Proactive and pre-emptive solutions
4. Collaborative and personalized communications
5. New wireless devices
6. Increasing fragmentation of customer segments (needs & expectations)
DILO THEMES
1. Customer control and engagement, on the customer’s terms
2. Very easy, very fast transactions
3. Proactive and pre-emptive solutions
4. Collaborative and personalized communications
5. New wireless devices
6. Increasing fragmentation of customer segments (needs & expectations)
• Worked with 15 large utilities across the country to develop a vision for the customer experience in 2015 connected to the smart grid
• Partnered with 8-Emmy Award winner Part2Pictures to express the vision through the creation of a Day In A Life Of a customer (DILO) multimedia production for multi-purpose use
• Worked with 15 large utilities across the country to develop a vision for the customer experience in 2015 connected to the smart grid
• Partnered with 8-Emmy Award winner Part2Pictures to express the vision through the creation of a Day In A Life Of a customer (DILO) multimedia production for multi-purpose use
DRIVERS• Prices• Climate change policies• Reliability requirements• “If my bank can do it…”• Technology diffusion• Demographic shifts• Income disparities
• Possible Future Scenarios
DRIVERS• Prices• Climate change policies• Reliability requirements• “If my bank can do it…”• Technology diffusion• Demographic shifts• Income disparities
• Possible Future Scenarios
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CASE STUDIES
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Vision Of The Future
• Partnered with 8-Emmy Award winner multimedia production company, Part2Pictures, to express the vision through the creation of a Day In A Life Of a customer (DILO) in 2015
• Utilities used the video for campaigns, regulatory presentations, employee communications, walk-in customer centers
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CASE STUDIES
Client: Pepco Holdings Incorporated
repositioning Pepco Holdings Incorporated
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CASE STUDIES
Pepco Holdings: Repositioining A Utility
Situation• Pepco Holdings, Inc. (PHI) serves 1.9 million customers through its regional brands
Pepco, Delmarva Power and Atlantic City Electric. The company wanted a new brand positioning and messaging platform to support its energy efficiency and demand response efforts and to position PHI and its regional brands as a trusted energy advisor.
Our solution:• EcoAlign suggested a two-tiered approach. First, EcoAlign identified and profiled
key customer segments to focus messaging, marketing efforts and resources. Then, it developed a 3-year long marketing plan built around the core identified audiences to help reposition the organization and its regional brands. The plan included a repositioning strategy (captured by a new tag line "Your life. Plugged in."), a new messaging platform and an integrated marketing communications plan aligned with a mix of traditional and new media. The plan also included the unveiling of a new visual platform that plays on emotions and articulates PHI's position in a new and vivid manner.
Conclusion:• EcoAlign delivered a complete analysis of targeted customers and a 3-year
marketing plan in 13 weeks. The plan showed EcoAlign's abilities to leverage its deep understanding of energy issues and the knowledge of customer drivers to better position Pepco Holdings, Inc. for a successful implementation of its energy efficiency and demand response efforts across all territories served.
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CASE STUDIES
New Positioning Tagline And Messaging Platform
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CASE STUDIES
Mapping The Touch Points
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CASE STUDIES
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CASE STUDIES
Client: Lunera Lighting
establishing brand leadership in the LED industry
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CASE STUDIES
Lunera LED Lighting: Building Brand Leadership
Situation• Lunera Lighting is one of the leaders in LED lighting fixtures. The company
needed to move from technology leadership to brand leadership. EcoAlign partnered with the company to develop a path that helped the management to bring its vision for ground-breaking LED fixture solutions alive with economic efficiencies, solid business practices and innovative marketing thinking.
Our solution– Marketing strategy– Brand positioning– Messaging– Corporate naming– Corporate logo– Web site
Conclusions• The work demonstrates EcoAlign’s ability to leverage its knowledge of the energy
space with marketing creativity and strategic thinking. The combination between management consulting expertise and marketing communications proved to be critical to build a compelling story for customers and investors.
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CASE STUDIES
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CASE STUDIES
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CASE STUDIES
Client: Earthlinked Technologies
establishing brand leadership in the geothermal heat pump industry
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CASE STUDIES
Earthlinked Technologies (Geothermal Heat Pump Vendor)
Situation• Earthlinked Technologies approached EcoAlign to identify and develop a marketing
strategy that would help accelerate sales and enhance messaging effectiveness. The company sells energy-saving geothermal heat pumps in 14 countries and 41 states in the U.S. The company faced several issues:
– Technology-focused– Industrial image– Confusing messaging– Lack of market focus– Lack of engagement with its channels
Our solution• EcoAlign developed a new marketing strategy based on market segments analysis
and prioritization, a new positioning for the company, a new messaging platform, a new identity and various marketing collateral.
Conclusions• The marketing plan identified a clear and profitable set of market opportunities for
the company. Once identified, these opportunities became the drivers of a new positioning and messaging platform strategy which provided a new solid and clear foundation to explain and articulate in a new more intuitive manner the benefits and the value associated with the product.
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CASE STUDIES
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CASE STUDIES
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CASE STUDIES
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CASE STUDIES
Client: Daylight Technology
Establishing brand leadership and enhancing sales effectiveness
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CASE STUDIES
Daylight Technology
Challenge• Daylight technology designs, manufactures, and installs a proprietary, highly
efficient rooftop daylighting systems along to commercial, industrial, school, and other public buildings. The system typically save more than 25% of electric power costs, reduces greenhouse gases, and greatly improves the productivity of building occupants. The company needed to accelerate sales, differentiate its offering from the competition and create a stronger marketing story to help securing future rounds of financing.
Solution• EcoAlign was engaged to work on five key areas:
– a comprehensive analysis that identified the market opportunity for the company to best differentiate from the competition
– a new brand positioning and messaging aligned with targeted segments’ needs– A new corporate name– a well articulated set of marketing collaterals (offline and online) better
supportive of their channels needs– and a set of targeted marketing efforts that will establish your brand leadership
in the daylighting category, and help generate leads in the short-term.
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CASE STUDIES
new corporate identity
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CASE STUDIES
website
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CASE STUDIES
technical collateral
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CASE STUDIES
corporate collateral
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CASE STUDIES
advertising
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CASE STUDIES
Client: Xcel Energy
Developing creative strategy to launch SMARTGRIDCITY in Boulder
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CASE STUDIES
Summary Of Work
• Review of goals and internal stakeholders interviews
• Review existing customer intelligence data
• Psychographic data analysis to identify best positioning and messaging strategy
• Identified four themes
• Developed four different creative approaches
• Presented to Xcel Energyand SmartGridCity teams
• Selected one concept
• Presentation to executives
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CASE STUDIES
Customer Target Priorities
Midlife Success
Midlife Success
Affluent Empty Nests
Affluent Empty Nests
Conservative Classics
Conservative Classics
Accumulated WealthAccumulated Wealth
• Most interested in conservation/environment• Largely home owners, high consumers of energy• Active in the community and likely influencers and evangelists for
SmartGridCity
“Bul
l's-e
ye”
Tar
gets
Hal
o T
arge
ts
• Home owners; largest segment in Boulder• Attracted to latest and greatest technology• Likely to value green and savings benefits, so long as they do not
sacrifice comfort & convenience
Prioritization Reasons Why What to Do
• Focus of acquisition resources• Prioritize their neighborhoods for
additional BPL/meter installs• Prioritize for mid-tier and high-
end solution bundles• Focus community outreach and
grassroots activities where they are
• Engage and collaborate with them to create project evangelists
• 2nd priority for acquisition resources
• Target recipients for mid-tier solutions
• Environmentally conscious and willing to ‘do their part’• Disproportionately high energy consumers• Tech-savvy home owners
• Have green tendencies but cost benefits likely trump environmental benefits
• Later adopters of technology
10,366 (27%)
4,033 (11%)
1,054 (3%)
3,009 (8%)
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CASE STUDIES
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CASE STUDIES
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CASE STUDIES
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CASE STUDIES
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CASE STUDIES
Actionable Insight. Cell Activation. Sustainable Results.
Andrea FabbriCOO and Chief Marketing [email protected]+1 202 445 0061
Jamie [email protected]+1 202 483 4443