GREAT EASTERN ENERGY

With the brand’s point of differentiation defined as being a trustworthy, mission-based company focused on sustainable energy and communities, the word “THRIVE” drove the rebrand. This differentiation was key as third party energy businesses had become known by residential and business customers as generally untrustworthy. The company’s color became orange, which stood out against the competition and also signaled confidence and optimism. The logo incorporated this orange, reflecting the sun as an energy source.

Market research was conducted (we even went door to door asking businesses what the owner’s priorities were) and personas were broken down into small businesses focused solely on ROI, small businesses with a vision for marketing, and larger businesses able to use PR in their efforts to gain clientele.

A global content marketing strategy was developed to focus on third party credibility and sustainability programs, driving brand awareness, customer conversion, and brand loyalty through community outreach and mission-based partners who were already deemed reliable and loved in the community.

Thought leaders within the company were identified and pitched to news outlets when local and national energy topics arose. Case studies and videos were created highlighting the company’s top clients with an emphasis on how the company helped those clients, through education, reduce their energy spending and usage.

An online enrollment platform was created and integrated into the website and digital marketing campaigns drove residential and small businesses to that platform, allowing the sales team to focus on larger prospects. The customer service department was provided with scripts and a live chat feature was enabled on the site to ensure optimal customer service.

From there, we were able to optimize the customer experience further. Brokers were a substantial asset and revenue generator for Great Eastern Energy, therefore a broker portal was needed. Building this portal allowed brokers to independently provide account numbers, request usage information, calculate a custom price, generate contracts, sign documents by DocuSign and have it booked. Previously this process took three people several hours per contract. The whole process touched every single department in the company.

The end result was a modernized vision of a 20-year-old energy company with a focus on sustainability while increasing marketing ROI, driving partnerships, broker acquisitions and creating solid affiliations with large B2B businesses. Marketing Qualified Leads (MQLs) increased by 40%, customer retention increased, and the company was positioned as a trusted sustainably and customer-focused brand.