Eco Align Case Studies April21 2009

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Eco Align Case Studies April21 2009

  1. 1. Aligning consumer behavior with energy and environmental neds Case Studies
  2. 2. Recent work <ul><li>Client: Customer Care Research Consortium </li></ul><ul><ul><li>Building and visualizing the utility customer experience in 2015 </li></ul></ul><ul><li>Client: Pepco Holdings </li></ul><ul><ul><li>Repositioining Pepco Holdings </li></ul></ul><ul><li>Client: Lunera Lighting </li></ul><ul><ul><li>Building brand leadership in LED Lighting </li></ul></ul><ul><li>Client: Earthlinked Technologies </li></ul><ul><ul><li>Establishing brand leadership and accelerate sales </li></ul></ul><ul><li>Client: Daylight Inside </li></ul><ul><ul><li>Bringing daylight technology to the limelight </li></ul></ul><ul><li>Client: Xcel Energy </li></ul><ul><ul><li>Developing creative strategy to launch SmartGridCity in Boulder </li></ul></ul>
  3. 3. Client: CCRC The Day In A Life Of (DILO) building and visualizing the utility customer experience in 2015 This 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.
  4. 4. Developed The Vision For The Customer Experience in 2015 Around the Smart Grid for 15 Utilities <ul><li>DILO THEMES </li></ul><ul><li>Customer control and engagement, on the customer’s terms </li></ul><ul><li>Very easy, very fast transactions </li></ul><ul><li>Proactive and pre-emptive solutions </li></ul><ul><li>Collaborative and personalized communications </li></ul><ul><li>New wireless devices </li></ul><ul><li>Increasing fragmentation of customer segments (needs & expectations ) </li></ul><ul><li>Disruptive Game Changers </li></ul><ul><li>Security crises (terror, supply) </li></ul><ul><li>Technological breakthroughs </li></ul><ul><li>Climate disruptions </li></ul><ul><li>Extreme price volatility </li></ul><ul><li>Worked with 15 large utilities across the country to develop a vision for the customer experience in 2015 connected to the smart grid </li></ul><ul><li>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 </li></ul><ul><li>DRIVERS </li></ul><ul><li>Prices </li></ul><ul><li>Climate change policies </li></ul><ul><li>Reliability requirements </li></ul><ul><li>“ If my bank can do it…” </li></ul><ul><li>Technology diffusion </li></ul><ul><li>Demographic shifts </li></ul><ul><li>Income disparities </li></ul><ul><li>Possible Future Scenarios </li></ul>
  5. 5. Vision Of The Future <ul><li>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 </li></ul><ul><li>Utilities used the video for campaigns, regulatory presentations, employee communications, walk-in customer centers </li></ul>
  6. 6. Client: Pepco Holdings Incorporated repositioning Pepco Holdings Incorporated
  7. 7. Pepco Holdings: Repositioining A Utility <ul><li>Situation </li></ul><ul><li>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. </li></ul><ul><li>Our solution: </li></ul><ul><li>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 &quot;Your life. Plugged in.&quot;), 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. </li></ul><ul><li>Conclusion: </li></ul><ul><li>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. </li></ul>
  8. 8. New Positioning Tagline And Messaging Platform
  9. 9. Mapping The Touch Points
  10. 11. Client: Lunera Lighting establishing brand leadership in the LED industry
  11. 12. Lunera LED Lighting: Building Brand Leadership <ul><li>Situation </li></ul><ul><li>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. </li></ul><ul><li>Our solution </li></ul><ul><ul><li>Marketing strategy </li></ul></ul><ul><ul><li>Brand positioning </li></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Corporate naming </li></ul></ul><ul><ul><li>Corporate logo </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><li>Conclusions </li></ul><ul><li>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. </li></ul>
  12. 15. Client: Earthlinked Technologies establishing brand leadership in the geothermal heat pump industry
  13. 16. Earthlinked Technologies (Geothermal Heat Pump Vendor) <ul><li>Situation </li></ul><ul><li>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: </li></ul><ul><ul><li>Technology-focused </li></ul></ul><ul><ul><li>Industrial image </li></ul></ul><ul><ul><li>Confusing messaging </li></ul></ul><ul><ul><li>Lack of market focus </li></ul></ul><ul><ul><li>Lack of engagement with its channels </li></ul></ul><ul><li>Our solution </li></ul><ul><li>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. </li></ul><ul><li>Conclusions </li></ul><ul><li>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. </li></ul>
  14. 20. Client: Daylight Technology Establishing brand leadership and enhancing sales effectiveness
  15. 21. Daylight Technology <ul><li>Challenge </li></ul><ul><li>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. </li></ul><ul><li>Solution </li></ul><ul><li>EcoAlign was engaged to work on five key areas: </li></ul><ul><ul><li>a comprehensive analysis that identified the market opportunity for the company to best differentiate from the competition </li></ul></ul><ul><ul><li>a new brand positioning and messaging aligned with targeted segments’ needs </li></ul></ul><ul><ul><li>A new corporate name </li></ul></ul><ul><ul><li>a well articulated set of marketing collaterals (offline and online) better supportive of their channels needs </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  16. 22. new corporate identity
  17. 23. website
  18. 24. technical collateral
  19. 25. corporate collateral
  20. 26. advertising
  21. 27. Client: Xcel Energy Developing creative strategy to launch SMARTGRID CITY in Boulder
  22. 28. Summary Of Work <ul><li>Review of goals and internal stakeholders interviews </li></ul><ul><li>Review existing customer intelligence data </li></ul><ul><li>Psychographic data analysis to identify best positioning and messaging strategy </li></ul><ul><li>Identified four themes </li></ul><ul><li>Developed four different creative approaches </li></ul><ul><li>Presented to Xcel Energyand SmartGridCity teams </li></ul><ul><li>Selected one concept </li></ul><ul><li>Presentation to executives </li></ul>
  23. 29. Customer Target Priorities Midlife Success Affluent Empty Nests Conservative Classics Accumulated Wealth <ul><li>Most interested in conservation/environment </li></ul><ul><li>Largely home owners, high consumers of energy </li></ul><ul><li>Active in the community and likely influencers and evangelists for SmartGridCity </li></ul>“ Bull's-eye” Targets Halo Targets <ul><li>Home owners; largest segment in Boulder </li></ul><ul><li>Attracted to latest and greatest technology </li></ul><ul><li>Likely to value green and savings benefits, so long as they do not sacrifice comfort & convenience </li></ul>Prioritization Reasons Why What to Do <ul><li>Focus of acquisition resources </li></ul><ul><li>Prioritize their neighborhoods for additional BPL/meter installs </li></ul><ul><li>Prioritize for mid-tier and high-end solution bundles </li></ul><ul><li>Focus community outreach and grassroots activities where they are </li></ul><ul><li>Engage and collaborate with them to create project evangelists </li></ul><ul><li>2 nd priority for acquisition resources </li></ul><ul><li>Target recipients for mid-tier solutions </li></ul><ul><li>Environmentally conscious and willing to ‘do their part’ </li></ul><ul><li>Disproportionately high energy consumers </li></ul><ul><li>Tech-savvy home owners </li></ul><ul><li>Have green tendencies but cost benefits likely trump environmental benefits </li></ul><ul><li>Later adopters of technology </li></ul>10,366 (27%) 4,033 (11%) 1,054 (3%) 3,009 (8%)
  24. 34. Actionable Insight. Cell Activation. Sustainable Results. Andrea Fabbri COO and Chief Marketing Officer [email_address] +1 202 445 0061 Jamie Wimberly CEO [email_address] +1 202 483 4443

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