As a utility, Citizens Energy Group has unique marketing challenges. As their agency, we are up to them.
Two years ago, CVR conducted several focus groups and found that when customers discussed Citizens employees, their experiences with field personnel were overwhelmingly positive, but when asked to think about the utility as a whole, this view became lost in the dissonance of thinking about them as a large public utility.
To help build a more personal connection to their brand, CVR and Citizens developed the Citizen.Employee. campaign. This campaign highlighted Citizens’ #1 asset: the great work of their employees, not only for their customers, but for their community. Recently the campaign has been expanded to introduce the new head of the utility, Jeff Harrison.
By giving a face to Citizens Energy Group, we are reminding customers that what makes their utility company great is not only the reliable service it provides, but the reliable employees that provide it. They too have an interest in the success of Citizens Energy Group, not only as employees, but as customers and members of the community they serve.