Pepco Holdings, Inc.

The challenge:

Pepco Holdings, Inc. (PHI) serves 1.9 million customers through its regional brands Pepco, Delmarva Power and Atlantic City Electric. The company wanted a new brand positioning and messaging platform to support its energy efficiency and demand response efforts and to position PHI and its regional brands as a trusted energy adviser.

Our solution:

EcoAlign suggested a two-tiered approach. First, EcoAlign identified and profiled key customer segments to focus messaging, marketing efforts and resources. Then, it developed a 3-year long marketing plan built around the core identified audiences to help reposition the organization and its regional brands. The plan included a repositioning strategy (captured by a new tag line "Your life. Plugged in."), a new messaging platform and an integrated marketing communications plan aligned with a mix of traditional and new media. The plan also included the unveiling of a new visual platform that plays on emotions and articulates PHI's position in a new and vivid manner.

Pepco Holdings, Inc.

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Conclusions:

EcoAlign delivered a complete analysis of targeted customers and a 3-year marketing plan in 13 weeks. The plan showed EcoAlign's abilities to leverage its deep understanding of energy issues and the knowledge of customer drivers to better position Pepco Holdings, Inc. for a successful implementation of its energy efficiency and demand response efforts across all territories served.

Project Type:

Repositioning program