Challenge:
The Atkins Group was challenged with developing a clear and powerful brand position that effectively represented CPS Energy’s areas of operation including traditional and renewable energy production, energy transmission/distribution and the stewardship of efficiency/conservation. Additionally, increase consumer education on the need for conservation and ways to do so as well as building brand awareness of its unique community-owned aspect. Distinctive creative campaigns were required for each of the products and services while tying them back to the foundational brand.

Strategy:
Focus groups were conducted with subjects representative of the variety of CPS Energy’s customers. It was imperative to understand the various points of “relevance” to consumers for each of the client’s products. These insights allowed us to properly design creative messaging and align the media outreach with the appropriate audience segments. The results were multi-media platforms to seamlessly deliver the product and service messages of each operational area to the designated targets. Materials and messaging were also distributed via promotional partners that in effect helped expand our media reach.

Media schedules were flighted with the appropriate messages at the commencement of high energy consumption periods. Each medium was rolled out consecutively in an effort to optimize the media budget and extend the flight period. We began by utilizing our current outdoor billboard locations to introduce the new messaging, later followed by reinforcing the messages via rounds of e-blasts. We simultaneously added banner ads on city specific websites and purchased both English and Spanish language broadcast television and radio. A few weeks into the campaign we layered in cable television, magazines and conservation specific special sections within local newspapers such as two-page inserts with radio mentions to push the visibility of “Consumer How To Guide” and “Living Green” specials. We also negotiated special issues within the San Antonio Business Journal such as “Sustainability Specialists”, “The Energy Issue” and “Go Green Issue” and finally a local television package to display the new conservation messages during the 2008 Summer Olympics to achieve a broad audience reach.

Results:
CPS Energy received positive consumer feedback within their local Customer Centers, tremendous support from leadership and field representatives. CPS Energy also reported positive effects on their website including triple digit increases in visitation, increased time spent on the site and specific information navigation; all correlated to the creative ad messaging. Both CPS Energy and The Atkins Group are enjoying many local and regional creative awards for these new campaigns.

Launch site
http://www.futurenergysa.com/