CPL Presentation

DAVID AGUIRRE • PEYTON ELLIOTT • AMY XIN
TOGETHER AS A FAMILY. TOGETHER AS A COMMUNITY. TOGETHER AS A HOUSEHOLD.

AGENDA
Overview: Market Research
Enhancing Community Value
Improving User Experience
Increasing Website Traffic
Conclusion

OUR COMPANY VISION
We want to inspire strong
connections with our community; we
want to take care of your home.
OUR COMPANY MISSION
As your energy partner, we are committed
to bringing you reliable, economical, and
customer-focused service. As your
neighbor, we are dedicated to seeing our
South Texas communities thrive.

CURRENT STATE OF CPL
Difficult to navigate
Confusing user experience
Unclear target market
Bugs in Spanish translation
Simplistic site design
Block style organization
Prospective vs. Current customer
organization

250K Customers
(38.4% of Book)
Most Profitable
Brand
Majority Variable
Rate Customers
Loyal Customers
(2% Churn Rate)
Median Margin
of $40 per month
CUSTOMER BASE

Based off U.S. Census Data - Social Explorer
Areas Served
vs.
Hispanic Population

JUST MARRIED
• Age 25-35
• Young Adults
• First House
• 1st
Generation American
• Bi-Cultural
SETTLED FAMILY
• Age 35-45
• Family Households
• Young Kids
• 2nd
Generation
• Nueva Latina
Based off U.S. Census Data - Social Explorer TOGETHER AS A FAMILY. TOGETHER AS A COMMUNITY. TOGETHER AS A HOUSEHOLD.

HA5:
LATINOAMERICANA
Spanish Dominant
Recent Immigrant
<10 Years
Hispanic Culture
Identify with Home
HA4:
HISPANO
Spanish Preferred
Adult Immigrant
10+ Years in U.S.
Pre-Dominant Culture
Geoscape Market Research
HA1:
AMERICANIZADO
English Dominant
Born in U.S.
3rd
Generation
Few Cultural Ties
HA3:
BI-CULTURAL
Bi-Lingual
Young Immigrant
Many Cultural Ties
Bi-cultural
HA1:
AMERICANIZADO
English Dominant
Born in U.S.
3rd
Generation
Few Cultural Ties
HA4:
HISPANO
Spanish Preferred
Adult Immigrant
10+ Years in U.S.
HA5:
LATINOAMERICANA
Spanish Dominant
Recent Immigrant
<10 Years
Hispanic Culture
Identify with Home
HA2:
NUEVA LATINA
English Preferred
Born in U.S.
2rd
Generation
Some Cultural Ties
Retro Hispanic
JUNTOS COMO UNA FAMILIA. JUNTOS COMO UNA COMUNIDAD. JUNTOS COMO UN HOGAR.

HA5:
LATINOAMERICANA
Spanish Dominant
Recent Immigrant
<10 Years
Hispanic Culture
Identify with Home
HA4:
HISPANO
Spanish Preferred
Adult Immigrant
10+ Years in U.S.
Geoscape Market Research
HA1:
AMERICANIZADO
English Dominant
Born in U.S.
3rd
Generation
Few Cultural Ties
HA3:
BI-CULTURAL
Bi-Lingual
Young Immigrant
Many Cultural Ties
Bi-cultural
HA2:
NUEVA LATINA
English Preferred
Born in U.S.
2rd
Generation
Some Cultural Ties
Retro Hispanic
JUNTOS COMO UNA FAMILIA. JUNTOS COMO UNA COMUNIDAD. JUNTOS COMO UN HOGAR.

HISPANIC CONSUMERS
○ 47% of Hispanics will tell friends about brands
they like
○ Value quality brands: services that meet
expectations at a reasonable price
○ Value knowing the brand and industry
information
HISPANIC MOTHERS
○ Women control majority of purchases affecting
the household
○ Value oriented customers -- Do more with less
○ 65% of Hispanic mothers look for
recommendations before shopping
○ Mother to mother recommendations
○ Value brands that promote children and family
Mintel Market Research JUNTOS COMO UNA FAMILIA. JUNTOS COMO UNA COMUNIDAD. JUNTOS COMO UN HOGAR.

PART IENHANCING COMMUNITY VALUE

COMMUNITY
Unique Value Proposition
● We are the local brand, and we care
about you and your family and friends
CPL wants you, your family and
friends to get electricity
regardless of financial situations
● Neighbor-to-Neighbor
● Community Service

“Thanks @CPLenergy for your kindness and
understanding during my family crisis it
means so much”
- @BBBimageMedia
"We were able to get one time assistance from
the Neighbor to Neighbor program to help pay
our electric bill. We are very appreciative of this
program and the help it offered us when we
needed it most."
NEIGHBOR-TO-NEIGHBOR

Inclusive language
HOW TO ESTABLISH COMMUNITY
Family & community
feeling through pictures Community Events
Update
“About Community” page

Our Images Inspire “Strong Connections”
Photos on the website should convey the message that we are all in this
together. Together as a family. Together as a community. Together as a
household. Each image promises that CPL gives you the energy to keep
“strong connections.”
Choose Images That:
• Exhibit togetherness and family
• Light or white background
• Take place in a home setting
• Focus on human subjects
PHOTO STYLE

PAST COMMUNITY EVENTS
Corpus Christi Food Bank IceRays Dry Goods Drive

FUTURE COMMUNITY EVENTS
Local Charities Festivals and EventsEmergency Aid

SOCIAL MEDIA
476 followers
Last Post:
August 8, 2015
Last Reply:
June 21, 2017
1,017 likes
Last Post:
December 25, 2016
Last Event:
March 29, 2013

SOCIAL MEDIA
CPL Content Calendar
Save money on
#NationalFriendshipDay
with our Refer a Friend
program!
Happy
#NationalFajitaDay! Do
you prefer chicken or
beef?
Back to School means back to washing
loads of your kids' clothes! About 90%
of the energy used in a washing
machine goes to water heating, so save
energy by washing clothes in cold
water. #EnergySavings

PART IIIMPROVING USER EXPERIENCE

● Acquisition trending 1,500 users lower than last year
● Gross reaching levels almost equal to 2016
● Conversion has outpaced rates from this time last year
IMPLICATIONS
Current CPL site design is effective, but minor design edits can
improve ease of access and user experience.
*Digital Advertising cannot go dark

Increase
traffic and
relevancy
Improve UX
with ease of
access
Higher
Conversion
Rate
Higher C2C
referral
Decrease in
Bounce Rate
DESIGN GOALS

EASE OF ACCESS
● Create a “quick and easy” design
● Understand our industry and competitors
● Research consumer behavior
● Emulate proven concepts from app
● Review best practices
REFLECT OUR VISION AND MISSION
● “What is community?”
● “How do we create the image of
community?”
● “Do you understand we care?”
DESIGN PROCESS

MOBILE FIRST

MOBILE GRID ERRORS
● “Enter Address” popup HTML Position
● Continue button located too low
● “Change address” popup HTML position
● All plans grid page not balanced
MOBILE FIRST

LANGUAGE AND CALL BAR
● Increase ease of access
● Promote brand trust and transparency
● Provide access to live representative

MENU OPTIONS
● Educate users with About page
● Promote charismatic Energy Tips
● Encourage Sign Up with obvious CTA

HERO IMAGE
● CPL value and mission
● Traditions of family and Hispanics
● Represents the Nueva Latina

View Texas electric rates for Corpus
Christi, Kingsville, and more
VS.
Serving our South Texas communities in
Corpus Christi, Kingsville, and more for
over 70 years

CUSTOMER LOGIN
● Faster site navigation
● Better ease of access
● Designated area for current customers

FREE WEEKENDS BLOCK
● Attract the impulsive consumer
● Entice customers to look at plans
● Create conversion opportunity

HELPFUL LINKS
● Increase micro conversions
● Promote a “we care” mentality
● Create SEO opportunity

ROBUST FOOTER
● Ease of access
● Quick links promote site navigation
● Intuitive design

PLANS TABS
● Increase conversion
● Less distractions
● Less choices → More Orders

REFER A FRIEND
● Encourage friends and family
● Promote C2C marketing
● Increase top-of-mind positioning

● Update the ‘About Us’ page content
● Resolve lengthy, text-heavy pages (i.e. FAQs)
○ Expand/collapse options
○ Hyperlink menu
● Ensure all pages have congruent Spanish site
ADDITIONAL SUGGESTIONS

PART IIIINCREASING WEBSITE TRAFFIC

POPULAR PAGES
Google Analytics numbers from YTD 2017
Homepage
37,747 unique pageviews
58.16% bounce rate
Pay Bill
15.77% bounce rate
View Plans
46.74% bounce rate
Contact Us
50.95% bounce rate

LEAST POPULAR PAGES
Google Analytics numbers from YTD 2017
Community
<0.01% of unique pageviews
Refer a Friend
<0.04% of unique pageviews

IMPROVE SEO
Organic search 43.41% of sessions
TOGETHER AS A FAMILY. TOGETHER AS A COMMUNITY. TOGETHER AS A HOUSEHOLD.Google Analytics numbers from YTD 2017
Metadata Keywords Content

IMPROVE SEO: METADATA & KEYWORDS
METADATA KEYWORDS
“South Texas” not being searched
Geo + “electricity”, start with “Corpus Christi electricity”
Extremely behind competition: “Victoria + ...”, “McAllen + ...”, etc.
Site audit
Added title and meta description
Added keywords: “Texas electricity”, “South Texas electricity”
Social metadata

Seek Options
Make
Purchase
Decision
IMPROVE SEO: CONTENT IDEAS
Develop
Interest
Gather
Information Seek Options
Applying buyer’s journey with the content
EARLY STAGE

IMPROVE SEO: CONTENT IDEAS
● Community involvement/event recaps
● Areas served (e.g. Corpus Christi) specific
○ Events around town
○ Local business spotlights
● Hispanic culture blogs
● Tips, how-tos, educational
○ Season specific energy saving tips
○ How to read electric meter
○ What is a kwh?
Educate and entertain with early stage content

CPL-Brand-TX-
CentralPower
&Light
CPL-Brand-TX-
CorpusChristi
CPL-Brand-TX-
Domain
CPL-Brand-TX-
Electric-
Company
CPL-Brand-TX-
Prepaid
ADWORDS OPTIMIZATION
CPL-Brand-TX-
Generic
CPL-Brand-TX-
Geo
CPL-Brand-TX-
Domain
CPL-Brand-TX-
CentralPower
&Light
CPL-Brand-TX-
CorpusChristi
Paid search 15.82% of sessions
(lowest among all DE brands)
CPL-Brand-TX-
Electric-
Company
CPL-Brand-TX-
Prepaid

CPL-
NonBrand-TX-
Generic
CPL-
NonBrand-TX-
Geo
CPL-Brand-TX-
CentralPower
&Light
CPL-Brand-TX-
CorpusChristi
CPL-Brand-TX-
Prepaid
CPL-Brand-TX-
Generic
CPL-Brand-TX-
Geo
CPL-Brand-TX-
Electric-
Company
CPL-Brand-TX-
Domain

CPL-
NonBrand-TX-
Generic
CPL-
NonBrand-TX-
Geo
CPL-Brand-TX-
Generic
CPL-Brand-TX-
Geo

Additional Suggestions
● Sitelink extensions
○ Remove “CPL Prepaid Plans”
○ Add “CPL Refer-a-Friend”
○ Add “About Us”
● City specific landing pages

NEXT STEPS
WEEKS
(6-8 weeks)
Social media
AdWords/SEO
Spanish coding errors
YEAR
(2018 onwards)
Mock-up & Implementation
Community Engagement
Rebranding
MONTHS
(before 2018)
Spanish Congruency
About Us and Community
Consumer and Brand Research
Create Marketing Plan

The CPL community
Our digital presence and
acquisition strategy
Effects of the proposed change
short-term & long-term
THE FUTURE OF CPL

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