Duke Energy Retail

The Client

Specializing in both electricity and natural gas, Duke Energy Retail was a certified electric provider, servicing both retail and commercial customers across Ohio until acquired by Dynegy Energy.

The Challenge

When Duke Energy Retail came to us, their challenge was clear: despite the Ohio Energy Choice Program’s decade-long existence, only 50% of residential customers had switched their energy provider to an alternative supplier. We knew that our approach would need to eliminate confusion and encompass a process that was clear and easy to use, as well as educate consumers on their energy options in order to encourage them to choose an alternative supplier’s plan. We focused our efforts on a long-term marketing strategy that utilized an omni-channel approach designed to enhance Duke Energy Retail’s brand awareness and customer retention, as well as maximize residential and commercial market share across Ohio.

The Results

Following the successful implementation and management of a robust paid search strategy, Tayloe/Gray’s partnership developed into a full-service alliance with Duke Energy Retail as their trusted agency for digital marketing and creative services. With a new website, full-suite of educational materials and marketing collateral, Duke Energy Retail was able to drive awareness while effectively capturing new customers, reducing marketing expenses, tracking ROI and lowering their cost per customer acquisition. Additionally, by streamlining the enrollment process, Duke Energy Retail experienced improvements in funnel and goal conversions, as well as lead generation and customer engagement.

Client Snapshot

Videography & Animation icon Videography & Animation
Photography icon Photography
Software Development icon Software Development
Custom Web Development icon Custom Web Development
eCommerce icon eCommerce
Traditional Advertising icon Traditional Advertising
Digital Marketing icon Digital Marketing


Through a complete redesign of the Duke Energy retail website and enrollment process, including wireframes and development by our UI/UX team, we enhanced user experience by creating a mobile responsive site. Featuring Google Analytics, Google Experiments and customer surveys on both websites, the new mobile-optimized enrollment enabled Duke Energy Retail to capitalize on the third of their users who were accessing their site from mobile and tablet browsers.

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Supplier Comparison Tool

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To support the brand promise of a simplified process, Switch On Ohio was created to capture leads and monitor shopper interest in competitor plans. Utilizing SilverPop and a cart abandonment strategy, we were able to market to established leads and utilize automated email efforts based on customer behavior.

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Red's Country Tickets Giveaway Email

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Red's Country Tickets Giveaway Social Post

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Red's Country Tickets Giveaway PPC

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Red's Country Tickets Homepage Takeover

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Red's Country Tickets Giveaway Landing Page

Tayloe/Gray is a combination of strategists, 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 – Duke Energy Retail

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