Successfully reported this slideshow.

Gas South Integrated Brand Campaign Case Study

621 views

Published on

This case study shows how Beeby Clark+Meyler launched a natural gas company into an incredibly competitive market with an integrated campaign spanning direct mail, digital media, outdoor, and radio.

Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media.

We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales.

For more information, contact Stuart Meyler, Principal
smeyler@beebyclarkmeyler.com, 203.653.7950

Visit: BeebyClarkMeyler.com
Follow: @gobcm

Published in: Marketing, Business, Technology
  • Be the first to comment

Gas South Integrated Brand Campaign Case Study

  1. 1. ! Gas South! Integrated Brand Campaign!
  2. 2. BeebyClarkMeyler.com | @GoBCM! •  Launch a newly formed natural gas company into a market shaped by intense competition, a dominant #1 player, and low overall interest/awareness for the category. "" •  •  •  Newly deregulated market is highly competitive" Historical #1 player enjoyed high levels of awareness" Low awareness/consideration for the category as a whole" ""
  3. 3. BeebyClarkMeyler.com | @GoBCM! Gas South – a different kind of natural gas company" •  Beeby Clark+Meyler’s research showed that natural gas customers were confused about pricing and saw little difference between providers. The research also showed that customers preferred local providers versus those from out of state. " •  We developed a full identity and positioning to launch the company as well as a campaign, the “Clear Price Promise”, to help clarify pricing and ensure that customers received the best deal. " •  We partnered with local sports teams and charities, and also used smart local references in our advertising to make sure our local roots were well understood."
  4. 4. BeebyClarkMeyler.com | @GoBCM! •  •  An integrated campaign running across direct mail, digital media, outdoor, and radio was used to launch a campaign based on the “Clear Price Promise”, a customer pricing guarantee designed to address consumer concerns about gas pricing." A suite of online, interactive tools were developed to help customers understand natural gas pricing."
  5. 5. BeebyClarkMeyler.com | @GoBCM! •  •  •  •  Gas South went from unknown to #3 provider in the Georgia market within 1.5 years following the launch of the campaign" Overall web site traffic increased by 24% upon the launch of the “Clear Price Promise”" Gas South increased overall natural gas enrollments by over 30% following the launch of the campaign" Gas South was awarded numerous awards for the campaign, including a Mobius award for “Best Integrated Campaign” in 2008"
  6. 6. BeebyClarkMeyler.com | @GoBCM! Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. " We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. " For more information, contact Stuart Meyler, Principal" smeyler@beebyclarkmeyler.com, 203.653.7950" ! Visit: BeebyClarkMeyler.com! Follow: @gobcm"

×