Small Business Marketing Success – CMC Energy

CMC successfully achieves PPL small business goals with multichannel, integrated marketing campaigns.

To deliver more than 320 MWh of energy savings from PPL’s small business Direct Discount program in less than three years
To create innovative marketing marketing strategies and campaigns that exceed the average response rate of 2-2.5%

Cooperation and coordination between all marketing and public relations players, within PPL, it’s contractors and the stakeholder community
Create targeted communications and relevant messaging
Integrate campaign through specific channel partner associations and direct to small businesses through direct mail, e-blasts, mass advertising and social media

CMC worked closely with PPL Corporate Communications, PPL’s advertising agency, program implementer DNVGL and PPL stakeholders to launch the Direct Discount program and maintain momentum throughout the three-year period
CMC designed and organized Main Street “blitzes” press events followed by program teams going door to door to Main Street businesses, offering free energy assessments
CMC created social media and e-blast campaigns delivered through channel partner organizations
Working through PPL Corporate Communications, CMC developed press kits, organized press events and developed supporting materials
PPL’s Advertising agency designed direct mail campaigns, print and media advertising and marketing collateral

Design a series of multichannel, integrated marketing campaigns to target market segments with the greatest potential and achieve better-than-average response rates

Achieved a 25% small business market penetration within three-year time frame
Exceed small business program goals
Achieved marketing campaign response rate four times greater than average
Showcased as a feature presentation at the 2012 AESP Spring Conference in Baltimore