These perceptions were certainly understandable regarding the sole electricity provider in a regulated industry. As a monopoly, ComEd was unaccustomed to communicating with customers. In fact, the only time business customers ever heard from ComEd was when they received their bills from the utility. With deregulation looming, it was imperative to change the belief that ComEd was unapproachable and expensive.

Building a brand and relationships.
ComEd recognized the urgent need for business branding. So while planning their marketing campaign, a graphic standards manual was created to bring a consistent look and tone to all business communications.

Now the primary challenge was addressed. ComEd needed to develop a meaningful relationship with its customers. To this end, an ongoing marketing communications campaign was developed that positioned ComEd as a company that listens.

The campaign focused on collecting information about ComEd’s customers, and utilized surveys to collect data that would help ComEd keep up with the changing needs of their customer base.

The first mailing, “The Business that Jack Built,” spoke about the challenges of running a business and how ComEd was changing to help these customers stay competitive. Other mailings within the campaign supported this position while continuing to gather valuable database information.

Generating electrifying results.
The first mailing in the campaign exceeded response projections by 600%, producing survey information that has greatly improved ComEd’s ability to respond to customer needs.

In addition, the campaign earned a Gold Tower Award for best Dimensional Direct Mail Promotion and a John Caples International Award for Business Direct Marketing Retention.

Written by Jacobs & Clevenger with the approval of ComEd.