PPL EnergyPlus Launch
Situation | Energy supplier choice was starting in eastern Pennsylvania on Jan. 1, 2010. A free market for electricity and natural gas was about to explode with suppliers competing for business. PPL EnergyPlus needed to build awareness and preference among commercial, industrial and institutional customers.
Strategy | Educate C-level executives about the intricacies of deregulation and the importance of securing a competitive energy supplier. Position PPL EnergyPlus as “energy experts” who can help large companies navigate the transition to free market energy.
Tactics | A microsite featuring three two-minute videos that demystified deregulation. A dimensional direct mail piece included a clock counting down to market pricing on 1/1/10 to convey a sense of urgency. Advertising in regional business journals generated awareness and supported the direct mail effort.
Results | After the direct mail dropped, sales leads increased from five to twenty-five per week during the campaign.