Challenge
Success in the utility industry is often defined by J.D. Power’s Customer Satisfaction Study (CSS) results. Fortunately for Cleco Power, at the end of 2020, the brand was prominently ranked in several categories, but had room to grow in a few, and was falling short in others. Not uncommon in this industry, but a clear indication that there was internal and external customer communication work to do.
strategy
Operating under our position that strategy is NOT about buying ads, but instead about addressing the needs of customers, we took several approaches given the five categories. The strategy brought front and center how accidents and dangerous situations come about (Safety); or treat the Cleco brand not as a corporation, but instead as a community organization providing support and goodwill (Corporate Citizenship). When it came to Modernization, arguably an area that the average customer is unfamiliar with, the strategy called for leveraging the parts that make the system more advanced.
SOLUTION/EXECUTION
Cleco’s territories (Eastern, Southern, Central, Northern) are rather unique, providing a challenge to align with the best media platforms at the most advantageous time periods to achieve goals. To combat, Morgan & Co.’s media team created media buys that utilized both major market media, in addition to more rural media outlets. All supported and complimented via digital and social media platforms.
First out the gate was Corporate Citizenship messaging, leading with radio, print and experiential (airport). By Spring, Cleco Branding messaging launched across popular radio formats throughout Louisiana as well as paid search (PPC), social media (Facebook, Instagram), and digital display and pre-roll video.
Results
#1
Ranked #1 Quartile in ALL Categories:
Overall Satisfaction, Power, Quality & Reliability, Price, Corporate Citizenship, Billing & Payment, Communications and Customer Care.
#3
Ranked #3 Overall in Midsize South Category
In Q2 at a score of 817 vs. ranked #5 at 791 in Q1.
#2
Ranked #2 Out of South Midsize Region
In Communications and #3 in Corporate Citizenship.
#5
Ranked #5
Out of 135 Participating Utilities in both Communication and in Corporate Citizenship rankings.