Experience Membership Integrated Awareness Campaign

An integrated campaign targeting 225,000 Middle Tennesseans with a powerful identity crisis.

Not your typical ad campaign.

CHALLENGE
Middle Tennessee Electric is the second largest electric co-op in the country, and its members live in one of the fastest growing MSAs in the country. The once-rural electric co-op is quickly urbanizing with individuals and families moving into the market not familiar with the member-owned cooperative concept. Our charge was to make customers into engaged members. We had to connect to everyone, so demographics and psychographics were a huge challenge. Every buyer of electricity, from college students renting apartments, to empty-nesters in established neighborhoods, and rural families on the farm were our target.

TACTICS
We orchestrated a full spectrum campaign utilizing almost the gamut of media options – print, digital, television, OTT, and social included. We adjusted the message based on the medium. All with the intent to inform and create a sense of being a member.

RESULTS
To measure a change to members’ perception we must rely on qualitative benchmarking instead of empirical results. The campaign has supported the improvement of scores in adopted indices and compelling Facebook interaction in the form of likes, and comments, and great web traffic, we are seeing an energy as this campaign continues to roll.

Project Info

CLIENT
Middle Tennessee Electric
DELIVERABLES
TV, Radio, Print, Outdoor, POP, Environmental, Social Graphics and Videos, Editorial Design and Support
PARTNERSHIPS
Arsenal Films, Todd Crowder producer, David Stepp director
Photography: Rutherford Studios, Mike Rutherford
LANDING PAGE

The Benefits Of Membership In One Place

Print

Magazine & Newspaper Ads

Middle Tennessee Electric Newspaper Ad in Newspaper
Middle Tennessee Electric Magazine Ads
Middle Tennessee Electric More Print Ads
Middle Tennessee Electric Landing Page Shown on Phone
Middle Tennessee Electric Landing Page Shown on Laptop
SOCIAL AD GRAPHICS 

Social GIFS for Ads