Dynegy

The Client

Committed to being a leader in the electricity sector, Dynegy delivers power to residential, commercial and industrial customers across several states.

The Challenge

Following the acquisition of Duke Energy Retail, Dynegy approached Tayloe/Gray to execute the updated brand on existing assets. Still faced with the challenges of competing with default utility companies and educating customers about their choices in selecting alternative energy suppliers under the Ohio Energy Choice program, we knew we needed to refocus our approach to encompass a more robust marketing strategy. T/G’s new strategic and tactical approach focused on elevating Dynegy’s brand awareness in the energy retail market, while also empowering customers utilize its simplified process to select the alternative supplier’s plan that fits their needs.

The Results

Solidifying its value as a trusted agency for digital and creative services post-acquisition, T/G updated the online signup process and customer research tool. The update also included the refinement of website landing pages and the mobile user experience. Additionally, T/G also implemented a new call tracking system for Dynegy’s call center and utilized targeted paid social media to launch advertising campaigns on Facebook and Instagram. Through our efforts, T/G was able to not only increase Dynegy’s brand awareness and improve its customer engagement, but expand its customer base as well.

Client Snapshot

Brand Development icon Brand Development
Brand Strategy icon Brand Strategy
Videography icon Videography
Print Collateral icon Print Collateral
Custom Web Development icon Custom Web Development
Email icon Email
Events icon Events
Print Advertising icon Print Advertising
Pay-Per-Click icon Pay-Per-Click
Social Media icon Social Media

Design

Designed to maintain brand consistency following the acquisition, Tayloe/Gray updated Dynegy’s collateral materials to solidify the brand message of conveying a simplified process for obtaining competitive energy rates.

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Trusted Energy Advisors Ad

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Colerain Chamber Program

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Technology

With optimization in mind, T/G not only improved the overall mobile user experience by creating a mobile-friendly site, but we also analyze user behavior to continually refine of all Dynegy’s landing pages. Additionally, in an effort to enhance Dynegy’s call center functions, T/G developed an advanced call tracking system which enabled the company to track and monitor all of the calls that come into its call center.

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Marketing

To reach and retarget customers, T/G’s marketing team launched a robust social media advertising and PPC campaign on Facebook and Instagram, while also continuing to leverage the Switch on Ohio and SilverPop assets. With these tools, we were able to market to established leads, automate email marketing and reach more customers through digital marketing channels.

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Tradeshow Banner

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Tradeshow Roll Up Banners

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PPC

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Email Marketing

Tayloe/Gray is a combination of strategist, marketing consultants, designers and web developers. They are a get-it-all-done-no-matter-what-it-takes partner. We have relied on them for years to execute our marketing program and they have been integral to our brand’s growth.

Kim Vogelgesang – Marketing & Communications Manager

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