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SmartBuilding Advantage®
Duke was taking a segmented approach to promoting its SmartBuilding Advantage programme. It made sense to divide the marketing by business sectors, such as manufacturing, healthcare, retail, etc., because data and best practices can come together to formulate both strategies as well as efficiency KPIs. Less apples to oranges and more apples to apples.
This approach also allowed for energy usage, potential savings and other metrics to be separated and communicated in a more relevant way for customers. Case studies in each sector also supported the segmentation effort. Duke had a new brand look and TOV guide that steered our basic design and copy. We used their color palette to create slightly different schemes for the segments to help Duke marketers more easily identify them. Shown here is the healthcare segment case and brochure.
Small to midsize business energy efficiency direct mail
Duke Energy is the SE USA's largest provider of energy services and as a holding company is a Fortune 500, and ranked 7th in the world most admired brand in the utilities sector. Despite this stature, small and mid-tier businesses did not fully understand what Duke could do for their energy utilization, quite possibly missing out on financial benefits. We helped them communicate about a pilot program to spark awareness with companies that likely did not have an energy strategy. Our messages were all about power—not kilowatts, but knowledge about energy efficiency that can be a powerful business tool.
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