Duke Energy Corporation partnered with Tayloe Gray (TG) to develop an integrated marketing program to introduce, educate, and enroll customers in a new online energy management portal. TG implemented a multi-phased campaign strategy using segmented customer groups, personalization, and variable data printing to increase response rates.

Branding

Energy Outlook was a new concept, and TG was tasked with creating a brand identity. TG designed three unique design concepts. Based on Duke Energy Corporation’s strict logo guidelines for new products/services, the Duke Energy Retail logo with the product name in a logotype treatment was selected. TG also created a branded header graphic and layout skin for the Energy Outlook portal.

Web Development

TG developed a credentials page and three customized campaign landing pages based on segmentation.  This included design, messaging, copywriting, and programming, which featured support of a personalized user experience through variable database integration. TG provided Google Analytics planning and configuration, conversion funnels, and on-page usability event tracking.

Project Snapshot

A Positive, Productive Outlook…

  • 60,565 Direct Mail Pieces Sent
  • 8,426 Emails Sent
  • 35% Unique Email Open Rate
  • 25% Clickthrough Rate
  • 258% of Total Goal Reached

Video Production

To support campaign messaging and improve conversation rates, TG created an Energy Outlook overview video by planning, storyboarding, copywriting, voiceover, and production of a short, animated video. The video was integrated on the campaign landing pages and hosted on the existing Duke Energy Retail YouTube channel. It was shown to a formal marketing research panel in Ohio, who expressed only positive remarks regarding the video.

Direct Mail

TG developed a direct mail campaign with three acquisition mailers per customer segment for a total of nine mailers. The pieces included advanced personalization with variable data elements produced through direct-to-press variable data printing as well as unique messaging and imagery.

Services included concept development, creative design & production, messaging & copywriting, customer list preparation, print production/distribution management, and project management.

TG’s creative execution within very fixed brand standards worked very well with our targeted segments. They partnered well across two Duke entities and a number of vendors. Always professional, flexible and reasonable, we will look to them for future assignments.
 
Laura DiFraia – Managing Director, Strategic Initiatives – Duke Energy