Rafael Sulit, US Brand Director
Chartwell Best Practices Webinar
June 5, 2014
Engage on Twitter using @RaffyInNY #National...
2
National Grid
3
Orientation amidst a crisis
4
Why it’s more than a tagline
 Three Cs:
Customers
Culture
Connection
Customers
6
Who we are.
What we do.
RockyLaura
Brian Katie Lauren
Henry Rafael
Emily
Cindy
Lori
Anthony
Heather
To advance the brand...
7
Listening to our customers
“I don’t think they’re as good
as they used to be when the
other company ran it.”
“I don’t fe...
8
Illuminating an opportunity
Brand Heritage Digital Emphasis
CUSTOMER SERVICE
COMMUNITY
INNOVATION
9
Foundation—US brand strategy
LOCAL
Brand Essence
Brand Promise
National Grid enables where you live, work, and play.
10
Bringing the strategy to life
11
Aiming for specific goal posts
 Committed to making the
community better
 Trust
 Favorability
Culture
13
It’s about culture.
It’s about purpose.
“Purpose is the
definitive statement
about the difference
you are trying to mak...
14
Tapping into our soul
15
Starting inward then outward:
“road show”
16
Engaging internally
17
Expanding resonance
18
Partnering with the “front lines”
Connection
This text box and image
can be deleted and
replaced with your own
selection from Brand
Central’s image library.
20
Applying a 360° channel model
Air cover On the ground presence Causes and passions
Experiential Social amplificationEmp...
21
Treating programs like storms:
“stay connected”
22
Connecting employees with social
23
Leveraging #GridCentral
24
Branding with impact across all
service territories
LOCAL is resonatingElevating brand imagery
74%
86%
56%
67%60%
75%
5...
25
Getting industry recognition
26
Closing thoughts
 Three Cs”
 Customers
 Culture
 Connection
 Moving forward
 Less is more
 Unique partnerships
...
2727
Thank you
 Stay Connected
 Twitter (@NationalGridUS)
 Facebook (National Grid: Corporate, MA, RI, Metro NY/Long Is...
Upcoming SlideShare
Loading in …5
×

National grid more than a tagline

1,198 views
915 views

Published on

This is the webinar presentation given on June 5, 2014 where utility industry association, Chartwell Inc., featured National Grid as a best practice in brand marketing.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,198
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Proactive storm safety education & outreach
    PREMISE: KEEP CUSTOMERS INFORMED ABOUT SAFETY BEFORE, DURING AND AFTER STORMS AND MAJOR EVENTS
  • BLENDS EMPLOYEE ENGAGEMENT AND SOCIAL MEDIA
    Narragansett Lighting—celebrate connection with heritage company
    Ryan Leclair—this story came from employee communications
    Deborah Lebl—another example of telling an employee’s story and telling it internally
  • PROACTIVELY ENGAGING OUR CUSTOMERS IN REAL TIME LEVERAGING TECHNOLOGY AND MULTIPLE DEPARTMENTS
    The National Grid Social Media Conversation Suite
    Single location for “social champions” to monitor and track conversations
    Designed to engage our customers immediately
    Uses technology to measure customer sentiment in real time
    Tracks social intelligence for understanding our brand & reputation, the industry and customers
    Creates a culture of social media ambassadors
    Raises profile among the most progressive companies in the world (e.g., Dell, MasterCard, Salesforce.com, PepsiCo)
    The 4 monitors will display:
    HootSuite Pro Dashboard
    Simply Measured Insights
    Social channel rotation
    Simply Measured Word Cloud
    Also Tagboard and SocialMention
  • National grid more than a tagline

    1. 1. Rafael Sulit, US Brand Director Chartwell Best Practices Webinar June 5, 2014 Engage on Twitter using @RaffyInNY #NationalGrid More than a tagline
    2. 2. 2 National Grid
    3. 3. 3 Orientation amidst a crisis
    4. 4. 4 Why it’s more than a tagline  Three Cs: Customers Culture Connection
    5. 5. Customers
    6. 6. 6 Who we are. What we do. RockyLaura Brian Katie Lauren Henry Rafael Emily Cindy Lori Anthony Heather To advance the brand promise as expressed through “Here With You. Here For You.” by proactively educating and informing customers across all marketing channels through external and internal branding, creative services & production and social media marketing.
    7. 7. 7 Listening to our customers “I don’t think they’re as good as they used to be when the other company ran it.” “I don’t feel that National Grid is really into the community like my previous utility.” “They took over my local utility.” Customers want to feel more valued Customers desire feeling local impact Customers desire better digital experiences Brand Research Customer Tensions (digital)
    8. 8. 8 Illuminating an opportunity Brand Heritage Digital Emphasis CUSTOMER SERVICE COMMUNITY INNOVATION
    9. 9. 9 Foundation—US brand strategy LOCAL Brand Essence Brand Promise National Grid enables where you live, work, and play.
    10. 10. 10 Bringing the strategy to life
    11. 11. 11 Aiming for specific goal posts  Committed to making the community better  Trust  Favorability
    12. 12. Culture
    13. 13. 13 It’s about culture. It’s about purpose. “Purpose is the definitive statement about the difference you are trying to make in the world.” “Building a brand-based culture is not just about creating short-term buzz.” “To create a brand-centric environment, you have to ensure that employees are living the brand consistently on a daily basis.”
    14. 14. 14 Tapping into our soul
    15. 15. 15 Starting inward then outward: “road show”
    16. 16. 16 Engaging internally
    17. 17. 17 Expanding resonance
    18. 18. 18 Partnering with the “front lines”
    19. 19. Connection This text box and image can be deleted and replaced with your own selection from Brand Central’s image library.
    20. 20. 20 Applying a 360° channel model Air cover On the ground presence Causes and passions Experiential Social amplificationEmployee engagement
    21. 21. 21 Treating programs like storms: “stay connected”
    22. 22. 22 Connecting employees with social
    23. 23. 23 Leveraging #GridCentral
    24. 24. 24 Branding with impact across all service territories LOCAL is resonatingElevating brand imagery 74% 86% 56% 67%60% 75% 50% 60% 70% 80% 90% Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Awareness Trust Advice Favorability 48% 52% 63% 45% 50% 57% 40% 50% 60% 70% Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Committed to the community +13pp +12-15pp Social media engagement above benchmark
    25. 25. 25 Getting industry recognition
    26. 26. 26 Closing thoughts  Three Cs”  Customers  Culture  Connection  Moving forward  Less is more  Unique partnerships  Increased precision
    27. 27. 2727 Thank you  Stay Connected  Twitter (@NationalGridUS)  Facebook (National Grid: Corporate, MA, RI, Metro NY/Long Island, Upstate NY)  Instagram (National Grid)  LinkedIn (National Grid)  National Grid mobile app (iTunes and Droid app stores)  Corporate blog (National Grid Connecting, http://us.nationalgridconnecting.com/)  My contact information  rafael.sulit@nationalgrid.com  @RaffyInNY  LinkedIn

    ×