Portfolio: Shelton Group Client Case Studies
This is where Listen. Speak. comes to life. Today, the mainstream consumer is tougher than ever to reach. The trick is to deliver a green message without forcing a green message. This is how we do it.
Vectren
LISTEN
Client Objective: Become known as "The Conservation Company" and move J.D. Power score from the third quartile to the first quartile.
Mainstream Consumer Insight: Overwhelmingly, Vectren's customer base cares more about reducing their monthly energy bills than they do about learning how Vectren's becoming more environmentally sustainable. Interestingly, one of the items J.D. Power tests on is "they have lots of programs and services to save me money."
SPEAK
Solution: In an honest, real and humorous way, we’re talking to Vectren customers and promising a benefit of empowerment. They do, in fact, have the power to reduce their bills and avoid that awful feeling in the pit of their stomachs every month when they get their bills.
Results: Thanks to this campaign and our sister Conservation Connection campaign, Vectren customers have avoided over $2 million in natural gas costs. And Vectren’s J.D. Power score jumped 25 points from #12 in the Midwest to #8.