THE PROJECT
For over 100 years El Paso Electric (EPE) has transformed the energy landscape of a service area that spans over 10,000 square miles. In that time, they’ve also driven innovation in power generation for a growing community. To help shine a light on their efforts to maintain a reliable grid, we developed a campaign that presented the value of El Paso Electric’s recent capital investments in energy infrastructure. This message was also timely as other utilities across Texas have recently seen grid failures due to lack of upkeep and investment in their power grid.
THE APPROACH
Our goal was to introduce the value proposition that smart investments today, lead to a safer and more reliable power future for generations to come. To do this we recruited subject matter experts from EPE to share how their work positively impacts our community. This included a power transmission engineer, power plant operations manager and even a director of regulatory and government affairs.
Through strategically crafted messaging, we were able to communicate the importance of new, clean burning energy generation units, a service area wide conversion to more sturdy and robust power distribution lines, and how EPE’s smart investments help support economic development by providing reliable and sustainable power for new industries coming to El Paso. These messages underscore the utility’s willingness to pull back the curtain and show how they are more than a power provider, but also a critical part of the fabric of the community they serve.
THE OUTCOME
The diversity of messengers and clarity of messaging has allowed this campaign to help steadily build positive customer sentiment, garnering millions of impressions, while allowing the community to have a better understanding of how EPE provides more than power to our lives.
