Positioning a Brand for the next 50 years
Citizens Gas was about to embark on a major metamorphosis. Broaden their business model and create new business entities. BCH was hired to Brand the new organization. The new branding initiative included a new corporate name, a new logo, new graphic standards, and a new set of brand standards. Citizens Gas became Citizens Energy Group. Also included was a positioning campaign targeting all external audiences. The idea was to project the image of a confident, open and honest company that is progressive in its approach and is in touch with the times. The brand essence of CEG is that of a “Neighborly Expert.” So, we felt the best and most natural way to accomplish this task was to have a direct conversation with our customers – just like a neighbor would – to give them a chance to ask the hard questions and vent their anger. We launched the new Brand with online advertising driving the target audiences to online video chat sessions with Citizens’ CEO called, “Let’s Chat.”
|Project||Re-Branding / Identity / Website / Print / Digital / Out Of Home / Video / SEM|
|Deliverables||Research / Planning / Creative / Design / PR / Social / Media|
|Business Segment||Public Utility|
The ResultsBack to Top
By every measure, the campaign was a tremendous success. Residential research conducted post-campaign indicated significant increases in agreement to these statements:
- Citizens is a trusted member in the community.
- Citizens is a highly respected company.
Also, the important measurement of preference for natural gas increased seven points to 73% or nearly 10%.
Giving people a voice in the discussion during this difficult time worked. There were 16 weekly online chat sessions, one every Tuesday evening from 6:00 p.m. – 7:00 p.m. We received more than 15,000 questions during the sessions. And the press Citizens received was unbelievably positive.
“BCH proved themselves to be a valuable partner to us during the entire rebranding process. I am convinced it wouldn’t have gone as smoothly without them.”Carey Lykins, Former CEO