Utility Industry Best Practices & Austin Energy Branding Opportunities​

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Challenge: Develop a guide detailing utility industry best practices for marketing and outreach, and branding opportunities for Austin Energy, an electric utility in a regulated market. 

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Research & Insight: A summer-long investigation of trade sources revealed the need for engagement and understanding of customers (residential and commercial) through transparency, empowerment, effective segmentation, active social media engagement, and the adoption of technology. Most customers are interested in two things: low prices and reliability. With poor satisfaction ratings reported among its customers, it was imperative that Austin Energy take a company-wide approach of consistently communicating its energy efficiency programs and services, and gain its customers' trust through transparency and improved outage communication.

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Strategy: Presented research to the Corporate Communications, Marketing Communications and Executive Management teams. Final document served as a guide during the utility's corporate rebranding initiative.