Mississippi Power Hometown Marketing Campaign
Industry
Services
The Challenge
When Mississippi Power became a part of the world’s largest utility holding entity, the Southern Company, it gained the financial strength to invest in infrastructure expansion. However, it also risked losing its “hometown” identity. Zehnder was tasked with developing a multifaceted marketing campaign that would accomplish the following objectives:
- Maintain or increase favorability among existing customers
- Maintain or increase the perceived value of the electricity the company sells
- Increase awareness among residential customers on energy efficiency and opportunities to manage power usage
- Build positive association through community goodwill
The Strategy
For this campaign, we drew on the company’s local roots, reminding customers that Mississippi Power has been and always will be there to serve the citizens of the state with reliable, cost-efficient electrical power. The result was a successful demonstration of the company’s dedication to its communities.
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