El Paso Electric,
Transforming the Energy Landscape
The Project
El Paso Electric (EPE) provides energy to two states and over 400,000 customers across a 10,000 square mile service territory. This means they shoulder a large responsibility when it comes to electricity generation. And when their new leadership tasked us with developing a campaign that showcased their innovative approach to the work that they do, we knew it would be a powerful partnership.
The Approach
After speaking with EPE’s new CEO and Executive Leadership Team and hearing how excited they were about expanding renewable resources, exploring utility scale solar battery storage and making environmentally-friendly upgrades to infrastructure, our path forward was clear.
We had to communicate EPE’s passion for powering the region they serve. After all, their employees live here, and the efforts of the company impact their family and friends as well. That’s when we decided that our message would best be conveyed from the subject matter experts themselves, whom we referred to as “energy experts”.
To bring the campaign to life, we created a TV spot which highlights employees from across the company, enthusiastically sharing what new innovations EPE is provding to its customers. Topics were aligned with pre-researched customer areas of interest from across their service territory, allowing the EPE team to share insights on the utility’s current and future plans.
The TV spot was supported with an omni-channel campaign that included print, social media content and a robust digital presence that pushed to a landing page that provided more information for EPE’s customers.
The Results
The campaign was a success! We not only provided transparency and celebration of EPE’s efforts, but by featuring actual employees, we further humanized the brand, facilitating a sense of trust with our audience. Post-campaign reporting showed that over 80% of canvassed respondents found the TV spot credible, appealing and clear. Additionally, more than 70% percent of canvassed respondents acted on our call to action to visit the EPE site for more information.
We are excited to be part of EPE’s evolution into becoming the utility of the future.
If your company or brand wants to embark on the same successful journey into what’s next for you, reach out to Gabe Acuña, our Director of New Business Development.
We can’t wait to help you too. Get in touch with us today!