Case Study: Beaches Energy Services
Above And Beyond The Expected
In 2002, the City of Jacksonville Beach Electric Utility serviced more than 32,000 customers from Jacksonville Beach, Neptune Beach, Ponte Vedra and Palm Valley. However, neither their name nor their brand were representative of the utility’s service area or goals. While utility service is merely one function of most city governments, the City of Jacksonville Beach felt their customers deserved a brand more representative of their goals and values: customer service, reliability, and commitment to their communities and environment.
After conducting market research, Kidd Group discovered that the City of Jacksonville Beach Electric Utility was extremely valued in the community, and was known for their exceptional customer service. The tagline “Above and Beyond the Expected” was developed to direct the rebranding process, which also included a new name and corporate identity as Beaches Energy Services.
As part of the brand development, the new Beaches Energy Services logo was first launched internally to linemen, customer service representatives and all staff members. They were presented brand cards, t-shirts, hats and a message from the City Manager that set their sights even higher. The rebranding was complete with signage, branded line trucks, promotional items, print collateral, and a website.
As part of the brand communications, Kidd Group has developed award-winning educational campaigns stressing the importance of energy conservation via television, newspaper, radio, bill inserts, newsletters and more recently, social media. Public relations tactics have also been implemented that emphasize the Beaches Energy Services brand, including a student calendar art contest, community events and partnerships with local business.
The former government utility is successfully positioned as a beach-friendly, energy-conscience, service-oriented utility prepared for continued growth. Amidst fluctuating rates and hurricane aftermath, customers continually praise Beaches Energy Services for their service and reliability. Just another day at the beach.
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