Energy Deregulation. Pretty boring, right? Not so. Energy deregulation allows consumers to save hundreds on their energy bills. All they had to do was choose a new energy supplier, like North American Power.
North American Power asked my team to create their brand from the ground up. New identity, new voice, new everything... really. My team helped them get up and running with engaging direct mail, a website focused on easy, fun customer conversion and a brand that aligned with their customers shared interests.
After 3 years, they had over a million customers. That's what happens when you turn a power company into an empower company.
My team created the new identity from the ground up.
Our goal was to educate and entertain with compelling messaging and a clear call to action: Lower your electric bills with North American Power.
This fully responsive website allowed potential customers to shop for rates with ease. The tone was highly targeted by supplier and geographic region to make it feel as though North American Power was a great local choice. It even allowed you to compare rates and join the Broker Network for a chance to earn money through referrals.
As if the savings weren't enough, we created North American Power's Mission to Millions. The program allowed NAP customers to donate $1 to the charity of their choice whenever they paid their electric bill. We also promoted the program through, direct mail, emails, web banners and social media.
For their Broker Network, we developed a video that showcased the power of their offering as a potential income generator. It's a power company that pays you.
To further North American Power's credibility we developed a testimonial campaign. This was especially effective when they entered the New Hampshire market.
When NAP entered the New Hampshire market we discovered that 1 in 3 New Hampshire residents follow NASCAR. And, that 80% of fans agree that they are more likely to purchase something that is endorsed at a race. Armed with this research, we set out to create a unique experience for the race fans at the New Hampshire Motor Speedway.
We secured premiere title sponsorship of our own race: the North American Power 100. We sponsored our own team, created on-premise interactive experiences at the North American Power tent, generated leads and converted customers right at the speedway.
Giveaways, stadium announcements and a charity overlay created bonds not only in New Hampshire, but in the surrounding states, paving the way for future success.
In short, we took over the New Hampshire Speedway
– and won New Hampshire’s heart.
We sponsored NASCAR driver Parker Kligerman and created uniforms, apparel and even skinned his car.
We set up a tent and created a host of events and promotions to engage potential customers. This included a virtual racing simulator, a wheel of prizes, signings with our driver and giveaways.
We created signage, promotions and even took over the announcer booth to drive conversion and interaction.