EBCE Brand Update
Marketing, Regulatory, Legislative
Subcommittee
April 1, 2022
Agenda Item: 4
The Evolution of EBCE Brand and Marketing
2020
Updates to Look & Feel
Website update to give a more
modern look and feel to the brand.
Logo and key messaging remain
unchanged.
First customer program offering.
2022
Program Marketing with Calls to Action
Multiple programs launched or in
planning; requires targeted marketing
and specific calls to action.
2016
Initial Brand and Logo Development
County hired Circlepoint to develop
initial website, collateral, and logos.
2018
Initial Enrollment and Launch of Service
Enrollment marketing and outreach
campaign including customer
notifications and key messaging.
Agenda Item: 4
2
“Utilities customers just want the
lights to work. They do not want to
be wooed. In fact, 44 percent of
energy consumers say they have
no interest in interacting at all
with energy providers.”
Mezger, Simon, Accenture Strategy, “Customer Centricity: Must-Have Or A Waste Of Energy?”, 2017.
What we need to overcome…
“Customers give utilities roughly
10 minutes per year. Wise
companies keep it short, simple,
elegant and targeted”
"Consumers want the lowest price for the
best value. Utilities are seen by most as
a commodity."
Agenda Item: 4
3
Transition from Commodity Brand to Consumer Brand
COMMODITY
● Electricity provider
● Technical
● Educational on process and structure
CONSUMER
● Community services
● Accessible
● Education on ways to help save
energy, reduce use of fossil fuels
Agenda Item: 4
4
Next Steps
● Get feedback from the MRL subcommittee (now)
● Update Conceptual Brand Identity & Positioning (Spring) ○ Who are we?
○ Key communication principles
○ Work with expert marketing consultant who did previous work with EBCE in 2021
● Update visual identity (Summer)
○ Brand guidelines
○ Logo
○ Website look, feel, focus
● Feedback & Implementation (Fall)
○ Feedback/Review
○ Apply new brand identity to all consumer-facing channels Agenda Item: 4
5