Strategy and Creative Direction for PG&E’s Residential Welcome. Creative agency - Studio19
Strategy, content and creative direction.
Arrives via the customer’s channel of choice 2 weeks after they start or transfer service. Objective - deliver compliance and regulatory messages and drive online account registration.
Arrives 6 weeks after service start. CTA to enroll in paperless billing.
Arrives 12 weeks afters service start. Main CTA is a free Home Energy Checkup since there is now enough energy usage information to deliver energy efficiency tips and programs. Serves as a warm transition into energy efficiency and rate nurture campaigns.
New integrated marketing campaign for all new and transferred residential customers (90K monthly). Drove online account registration to digitize the customer experience. Balanced compliance and regulatory requirements. Cross-functional collaboration with 14 departments (including union represented).