Get the tea on building a strong business from the inside out.
Chai Gate’s five service pillars and time-tested methodology strategically combines data and dialogue to highlight your most valuable offerings, understand stakeholder needs, and leverage market fundamentals—revealing powerful insights and opportunities for your brand and business.
Opportunities that we unlock together, creating value for you by accounting for everybody.
Chai Gate’s five service pillars and time-tested methodology strategically combines data and dialogue to highlight your most valuable offerings, understand stakeholder needs, and leverage market fundamentals—revealing powerful insights and opportunities for your brand and business.
Opportunities that we unlock together, creating value for you by accounting for everybody.
Con Edison
Brand & Campaign Creative Strategy / Communications Planning / Audience Planning & Personalization / AI Enabled Persona Modeling & Messaging Strategy / Seasonal Asset Flighting / Paid Media Planning / Change Management / Design Management
For Code & Theory, New York City, NY
︎︎ Where we were. As New York City's primary utility provider, ConEdison faced a critical challenge in its Customer Clean Energy Program (CCEP) marketing approach. The utility was operating with a complex, fragmented marketing strategy spanning 18+ simultaneous campaigns, each drowning out the others. Despite CCEP being a top revenue source and crucial to meeting the city's future energy needs, their marketing was trapped in a program-first mindset that prioritized budgets over audience understanding.
The marketing landscape was riddled with inefficiencies: multiple overlapping messages, inflated media frequencies, and creative fatigue. With the grid's capacity at stake and citywide energy efficiency goals on the line, ConEdison needed a radical reimagining of its approach to drive enrollment in energy-efficient equipment and mesaures across businesses, residential customers, contractors, and multi-tenant landlords.
︎︎Where we wanted to be. The vision was transformative: condense 18+ campaigns into 5 targeted efforts, shift from program-centric to audience-centric communications, and create a strategic framework that would not just communicate, but truly connect. Our goal was to develop a laser-focused approach that would cut through the noise, deliver compelling messages, and drive meaningful engagement with energy efficiency programs across diverse audience segments.
Brand & Campaign Creative Strategy / Communications Planning / Audience Planning & Personalization / AI Enabled Persona Modeling & Messaging Strategy / Seasonal Asset Flighting / Paid Media Planning / Change Management / Design Management
For Code & Theory, New York City, NY
︎︎ Where we were. As New York City's primary utility provider, ConEdison faced a critical challenge in its Customer Clean Energy Program (CCEP) marketing approach. The utility was operating with a complex, fragmented marketing strategy spanning 18+ simultaneous campaigns, each drowning out the others. Despite CCEP being a top revenue source and crucial to meeting the city's future energy needs, their marketing was trapped in a program-first mindset that prioritized budgets over audience understanding.
The marketing landscape was riddled with inefficiencies: multiple overlapping messages, inflated media frequencies, and creative fatigue. With the grid's capacity at stake and citywide energy efficiency goals on the line, ConEdison needed a radical reimagining of its approach to drive enrollment in energy-efficient equipment and mesaures across businesses, residential customers, contractors, and multi-tenant landlords.
︎︎Where we wanted to be. The vision was transformative: condense 18+ campaigns into 5 targeted efforts, shift from program-centric to audience-centric communications, and create a strategic framework that would not just communicate, but truly connect. Our goal was to develop a laser-focused approach that would cut through the noise, deliver compelling messages, and drive meaningful engagement with energy efficiency programs across diverse audience segments.
︎ ︎How we got there. By streamlining our approach, we unlocked a powerful strategic advantage. The fragmented marketing spend was consolidated, freeing up budget that could be more strategically allocated to each audience. This budget optimization allowed us to increase targeted spend while simultaneously reducing overall marketing costs.
To further enhance our strategic capabilities, we developed Concierge GPT, an innovative tool designed specifically for Con Edison's marketing and messaging teams. This breakthrough solution streamlined the creation of precise, impactful brand activation ideas and messaging. Concierge GPT was engineered to increase customer engagement and unify marketing efforts, cultivating consistent, audience-centric multi-touchpoint brand interactions. Though the project's full implementation was interrupted, it represented a cutting-edge approach to marketing strategy development.
We conducted a comprehensive strategic overhaul, developing comprehensive audience personas and an audience-first messaging strategy that:
The result was a surgical marketing transformation. We moved from scattered, budget-driven messaging to a nuanced, audience-specific communication strategy that spoke directly to the unique needs of each customer segment – from corner bodegas to major hospitals, from residential customers to multi-tenant landlords.
The impact was transformative across all audience segments. Across the board, we saw substantial improvements:
ConEdison transformed from a utility struggling with marketing complexity to a precision-targeted communication powerhouse. By prioritizing audience understanding and optimizing budget allocation, we not only improved marketing efficiency but also advanced the critical mission of preparing New York City's energy infrastructure for 2025 and beyond.
To further enhance our strategic capabilities, we developed Concierge GPT, an innovative tool designed specifically for Con Edison's marketing and messaging teams. This breakthrough solution streamlined the creation of precise, impactful brand activation ideas and messaging. Concierge GPT was engineered to increase customer engagement and unify marketing efforts, cultivating consistent, audience-centric multi-touchpoint brand interactions. Though the project's full implementation was interrupted, it represented a cutting-edge approach to marketing strategy development.
We conducted a comprehensive strategic overhaul, developing comprehensive audience personas and an audience-first messaging strategy that:
- Mapped unique characteristics, barriers, and motivations for each segment
- Crafted tailored communication approaches with personalized value propositions
- Designed precise targeting and flighting strategies
- Developed creative assets that resonated with each audience's specific context and needs
The result was a surgical marketing transformation. We moved from scattered, budget-driven messaging to a nuanced, audience-specific communication strategy that spoke directly to the unique needs of each customer segment – from corner bodegas to major hospitals, from residential customers to multi-tenant landlords.
The impact was transformative across all audience segments. Across the board, we saw substantial improvements:
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Increased marketing spend ranging from 68% to 168%, coupled with dramatic increases in impressions (ranging from 268% to 2,300%) and landing page views (up to 1,800%).
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Most notably, we achieved significant cost efficiencies, with reductions in cost per landing page view and cost per thousand impressions ranging from 53% to 89% across different audience groups.
ConEdison transformed from a utility struggling with marketing complexity to a precision-targeted communication powerhouse. By prioritizing audience understanding and optimizing budget allocation, we not only improved marketing efficiency but also advanced the critical mission of preparing New York City's energy infrastructure for 2025 and beyond.
Turning Complex Campaigns into Conversion Engines: 2,300% More Impressions, 1,800% More Landing Page Views, 89% Cost Reduction.
Concierge GPT: Custom Designed Tool for Con Edison’s Marketing Team that Unifies Brand Messaging with AI-Powered Precision, Bridging Audience Insights, Clean Energy Goals, and Community Context.