Case Study
Public Power Company
REPUTATION MANAGEMENT
Energy
Building a relevant and relatable public power brand.
THE CHALLENGE
At ninety decades in tenure, this historical brand in the public power sector had lost relevance with the stakeholders it serves, younger generations lacked familiarity, and false narratives of the brand were permeating.
The client sought to develop a refreshed brand narrative and communication architecture that would foster building stronger partnerships with its public, elected officials, business partners, B2B customers and influencers – while mitigating the false narratives.
OUR STRATEGY
The Heart+Mind team gathered leadership input to define the key pillars of success. Then we conducted qualitative and quantitative research (with the public, elected officials, business leaders, economic development experts, business and direct serve customers, and influentials) to distill stakeholder expectations, needs, motivations and how to meet them where they are.
This resulted in the synthesis of key insights to develop the brand narrative and communications architecture, holistically, with nuance by stakeholder type and key public demographics.
The Heart+Mind team partnered with the energy firm’s communications agency to ensure the application and activation of the strategy across various programs and client regional communication teams.
IMPACT
Governance has been established with more agile and frequent sensing to monitor progress and refine tactics as appropriate. The organization has implemented various initiatives and content to better engage audiences in ways that are relevant.
Tracking data demonstrates that those aware of initiatives and programs exhibit desired behavioral outcomes – building continued license to operate, support for the organization in times of crisis, reduced pressure on elected officials, improved attraction and retention of talent, and more powerful partnerships with its stakeholders.
