Results are king — integrating a brand and marketing campaign
An Aria Case Study
The Objective_
When the largest municipal electricity aggregation organization in Texas wanted a better way to motivate and mobilize consumers, they turned to Aria.
As Agency of Record for the organization, we quickly realized our overarching objective was to demystify the legalese and industry jargon surrounding deregulated electricity – most of which is intentionally confusing, made so by the big electricity companies – communicate with the consumer in terms they could understand, and with messages they care about.
From the top down, we were asked to spread awareness and build a community of impassioned consumers who share the organization’s mission. But, the hard part is, once we have the listeners, how do we know if what we’re doing is actually working?
The Solution_
With a clear direction, we attacked the execution by creating an entirely new brand: RechargeTexas.com. From this strategy foundation, we launched into an integrated marketing campaign.
Phase 1 – RechargeTexas.com was born to frame a very complex issue in a way that not only was consumer-centric, but had a strong enough call-to-action that our audience would take the plunge and click the “send” button.
Phase 2 – Develop a multi-channel marketing program that leverages the new language and tone, to create real movement by consumers.
Phase 3 – Launch! Our campaign included a website, fully-integrated social media tools like Facebook, Twitter and Vimeo, simple-to-understand videos sharable through the web, an email campaign, and a few tradeshow promotions.
From the initial launch of the brand, great attention was paid to determining what measurable results to quantify, track and analyze. Results from each arm of the marketing campaign were then regularly reviewed, discussed and acted upon to continually refine and improve performance.
The Results_
In one year, the RechargeTexas brand went from 0 to:
- More than 5,000 video views
- A 600% increase in month-to-month Likes on Facebook over a 3-month long campaign
- A 510% increase in post views on Facebook in the last 6 months vs the first 6 months
- A 287% increase in post feedback on Facebook in the last 6 months vs the first 6 months
- Pay-per-click ads through Google Adwords received a 15% conversion rate from ad-to-petition
- A Google Page Rank of 5.6 by distributing an average of one press release per month that contributed to RechargeTexas being seen as an expert in its field and increased link-building to the website for SEO (search engine optimization)
- An increasingly well recognized (and respected) consumer advocate.
Visit RechargeTexas.com and TCAPTX.com
As the great actor Vanilla Ice once said, “Drop that zero and get with the hero.” Give us a call, 214-382-2650 or drop us a line to see how Aria can work for you.