ERTHE and Mulder Consulting Bring Strategy and Implementation to Drive Marketing Success for Peoples Gas and North Shore Gas

Client / Project

Peoples Gas and North Shore Gas / Portfolio Marketing Strategy and Implementation

Project Background and Catalyst

Peoples Gas and North Shore Gas was looking to finish their 2018 – 2021 program years in a way that prepared them for the next 4-year cycle and increase awareness of how their programs can help customers save. ERTHE was contracted to reimagine their energy efficiency portfolio’s marketing and build resources for ongoing management in the next 4-year program cycle.

Solution

Working closely with Peoples Gas, North Shore Gas, and our partners (Mulder Consulting and PACO Collective), we developed and deployed a transition plan and schedule, 2021 Portfolio Marketing Plan, Marketing Handbook with brand guidelines, marketing event request forms, routing plan, and customer awareness campaign. The customer awareness campaign included 11 distinct elements that gained nearly 41.5M impressions.

Image courtesy of Kieffer Photography
Image courtesy of Kieffer Photography

Results

  • Accomplished plan in 10 months by creating and managing to a detailed schedule to accomplish plan in 10 months
  • Guided vision and activities by developing a 2021 Portfolio Marketing Plan—including goals, objectives, strategies, and tactics with measurable outcomes
  • Standardized and streamlined collateral reviews and approvals by creating a customized routing process
  • Improved visibility by developing a tracking and reporting tool for marketing initiatives and collateral
  • Ensured Portfolio consistency by developing a Marketing Handbook—including brand guidelines, writing guidelines, and request forms for implementation teams to submit collateral and events for approval—along with other templates
  • Built awareness and engaged customers by designing and deploying awareness campaign

Project Timeline

March 2021 – December 2021

Image courtesy of Kieffer Photography
Image courtesy of Kieffer Photography

Results

  • Accomplished plan in 10 months
  • Guided marketing vision and activities to achieve broader client goals
  • Standardized and streamlined collateral reviews and approvals
  • Improved visibility and tracking of marketing activities
  • Built resources to ensure Portfolio consistency
  • Improved awareness and engaged customers