Our Approach History Careers
Consulting Services ViaNovo Ventures Case Studies
News Releases From Our Desk ViaNovo in the News Citations
Case Studies
Photo of a drawn out strategy
View Case Studies

Brand Repositioning

The Challenge

An investor owned electric company retained ViaNovo for a re-branding campaign following a period of controversy and public outcry provoked by legislation that had effectively deregulated the company. Under the advisement of others, the company had assumed a very low profile and not responded to heated public protests. Though legislators eventually acted to re-regulate the utility, the company's image suffered due to its passive stance and the volume of negative news coverage generated during the period of upheaval. Customer confidence had plummeted. And as the company entered into crucial proceedings before a regulatory agency, including an important rate proceeding, newly formed opposition organizations began actively intervening to influence the proceedings in a direction that would have been detrimental to the company.

The Approach

  1. ViaNovo designed and executed on a re-branding campaign using baseline research (quantitative and qualitative) and message development; customer satisfaction surveys; delivery message/story line via paid advertising (TV/radio/print); delivery of message/story line via free media (media relations); stronger legislative advocacy; and a new community relations program in the company's service territory.
  2. The marketing campaign was developed and executed on directly through the President and General Counsel, using existing company resources and communications channels and creating new communications channels where they did not exist.
  3. Target audiences were employees, customers (industrial, commercial and residential), decision-makers within the service territory (mayors, county elected officials, local chamber and economic development officials, etc.), legislative and regulatory decision-makers in the state Capitol, and the media - both statewide and in the company's service territory.

The Outcome

The program has enabled the company to move forward and put the controversies in the past. Customer satisfaction has returned to 94% positive and the company successfully grown its business.