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.

︎ ︎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:

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:

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%).
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.

Empowering New York: ConEdison's Energy Efficiency Journey from Awareness to Action. Image made with MidJourney.

Commercial & Industrial Property Managers: Cutting Costs, Driving Building Value to New Heights. Image made with MidJourney.

Contractors & Trade Allies: Crafting Winning Bids Through Smarter Energy Solutions. Image made with MidJourney.

Mapping the Energy Efficiency Comms Landscape: Creating a Foundation for Precise Messaging for Commercial and Industrial Success. Image made with MidJourney.

Renters in NYC: Maximize their apartment's comfort and savings with energy-smart living. Image made with MidJourney.

Multifamily Property Owners and Managers: Transform their buildings into high-performing, compliant, and desirable investments. Image made with MidJourney.

Mapping the Energy Efficiency Comms Landscape: Creating a Foundation for Precise Messaging for Multifamily Property Success. Image made with MidJourney.

Cafe and Restaurant Owners serve up savings with energy efficiency that keeps their kitchen running lean and mean. Image made with MidJourney.

Florists bloom brighter and save more with energy-efficient cooling solutions for their shop. Image made with MidJourney.

Freshness meets efficiency for grocery store owners who can cut costs while keeping their produce fresh and store competitive. Image made with MidJourney.

Health clinics can maximize patient care while minimizing energy expenses. Image made with MidJourney.

Schools empower learning by investing in smarter, more sustainable energy solutions. Image made with MidJourney.

Mapping the Energy Efficiency Comms Landscape: Creating a Foundation for Precise Messaging for Small Business Success. Image made with MidJourney.

Owners in Westchester: Enhance your property's efficiency and comfort with intelligent energy upgrades. Image made with MidJourney.

Residents in the Bronx: Upgrade your home's energy performance without breaking the bank. Image made with MidJourney.

Residents in Brooklyn: Smart energy choices that keep more money in your pocket and less stress on your mind. Image made with MidJourney.

Residents in Manhattan: Maximize your home's comfort and savings with energy-smart living. Image made with MidJourney.

Residents in Queens: Reduce energy costs and create a more sustainable home for your community. Image made with MidJourney.

Owners in Staten Island: Boost your home's efficiency and value with targeted energy solutions. Image made with MidJourney.

Con Edison: Building Infrastructure Resilience, Delivering a Cleaner Tomorrow. Image made with MidJourney.

Con Edison: Building Infrastructure Resilience, Delivering a Cleaner Tomorrow.

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.

Ready to transform your business? Let’s connect today so we can get started.

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