GREAT EASTERN ENERGY
Challenge
After 20 years in the energy industry, Great Eastern Energy faced significant challenges:
- Declining market relevance amidst a saturated third-party energy supplier market.
- Lack of differentiation from competitors, leading to loss of market share.
- Perception issues in an industry known for untrustworthiness among residential and business customers.
Goal
The rebranding initiative aimed to:
- Reestablish and surpass Great Eastern Energy’s historic market position.
- Position the company as a trusted thought leader in energy distribution and sustainable solutions.
- Differentiate the brand through integrity and a mission-driven approach.
Approach
The rebranding strategy encompassed several key elements:
Brand Differentiation: Positioned the company as trustworthy and mission-driven, focusing on sustainable energy and community impact.
Visual Identity: Adopted orange as the brand color to signify confidence and optimism, with a logo incorporating a sun motif to represent sustainable energy.
Market Research: Conducted extensive research, including door-to-door surveys, to understand business priorities and develop customer personas.
Content Marketing: Developed a global strategy emphasizing third-party credibility and sustainability programs to drive brand awareness and customer conversion.
Thought Leadership: Identified internal experts and secured media opportunities to comment on energy topics, enhancing the company’s authority in the field.
Case Studies and Videos: Created content highlighting top clients and demonstrating the company’s impact on reducing energy costs and usage.
Digital Transformation:
Implemented an online enrollment platform integrated with the website.
Launched digital marketing campaigns to drive residential and small business leads.
Introduced live chat for improved customer service.
Broker Portal Development: Created a streamlined system for brokers to manage contracts and pricing independently, significantly reducing processing time.
Result
The comprehensive rebranding and marketing efforts delivered significant positive outcomes for Great Eastern Energy:
Increased Marketing Qualified Leads (MQLs): MQLs increased by 40%, demonstrating the effectiveness of the digital marketing campaigns and content strategy in attracting potential customers.
Improved Customer Retention: Enhanced customer service and a focus on building trust led to higher customer retention rates, showcasing increased loyalty to the Great Eastern Energy brand.
Enhanced Brand Perception: Great Eastern Energy was successfully positioned as a trusted, sustainability-focused brand, differentiating it from competitors and overcoming negative industry perceptions.
Operational Efficiency: The broker portal significantly reduced contract processing time, improving efficiency and reducing operational costs for both Great Eastern Energy and its brokers.
Strengthened Partnerships: The company built solid affiliations with large B2B businesses, expanding its reach and influence in the energy market.
This transformation revitalized Great Eastern Energy, enabling it to regain market share and establish itself as a leader in sustainable energy solutions. The results demonstrate the power of strategic branding and targeted marketing in achieving business growth and building a trusted reputation.
