Re-positioning reputation campaign for Pepco holdings inc.

WHO?

After Pepco Holdings Inc. (PHI), the Mid-Atlantic region’s leading electric and gas utility provider, underwent a highly visible merger with Exelon Corporation, the pressure to deliver against the promise of the merger challenged created a need for a full communications strategy to show how PHI could recast itself as the customer-centric, dedicated and empowering company.

WHAT?

Informed by research of the business needs and current brand perception among internal and external stakeholders, my team designed a master positioning and communications framework to simplify and humanize PHI’s story. In order to create a humanized reputation campaign to best amplify the messaging, we created a multi-channel, fully integrated paid, earned, owned and shared platform that featured employees and consumers to be deployed across the family of utilities in key markets, including: The District of Columbia, Maryland, Delaware and South Jersey.

I worked to create a look and feel, which utilized fonts and colors outside of the stuffy corporate brand, that helped to connect with targeted consumers and painted PHI as a friendly and helpful organization. 

We then created a separate content hub, with its own name, in order to drive all audiences to where they could view many human-focused videos, infographics and read posts from employees and customers, rather than driving audiences to the corporate site. 

Creative brief

Mood boards to set visual identity of campaign and hub

Sample paid digital banner ads

Accompanying print ad