B2B

Old Dominion Electric Cooperative

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We Get You

How do you unleash the power of a behind-the-scenes player?

Old Dominion Electric Cooperative (ODEC) generates and transmits power to its 11 member distribution cooperatives in Delaware, Maryland and Virginia. They were challenged by brand confusion with Dominion Power and a need to clarify their service offerings to multiple stakeholder groups. The new marketing director engaged circle S to help with bringing life and energy to the brand.

From our discovery interviews we discovered that ODEC is powered by small-town values and operates with a laser-focus on safely serving their member-owners with affordable and reliable power. We developed a strategic messaging platform that emphasizes this drive to serve, as well as conveys the company’s financial strength and stability, forward-looking culture, and opportunities for career growth. Personas were also developed to guide communications to the diverse audiences ODEC serves.

ODEC brochure - B2B branding- circle S studio

We Guide You

How do you re-energize a brand?

Based on the personas, it was clear that the new brand and website would need to appeal to many disparate audiences—from suburban/sophisticated to rural/conservative consumers, financial rating agencies, legislators and regulators, prospective employees, and economic development consultants. We started with a logo refresh that references the generation and transmission of power through organic, free flowing lines that suggest forward movement. The color palette was expanded and a wave shape introduced to evoke a flying flag and feeling of Americana that speaks to their roots delivering energy to underserved rural communities.

The personas also served as guides for the creative executive and content mapping for the new, responsive website to provide a more strategic navigation and better user experience. The website is integrated with the Ceridian HR system, the VaultPress security system, and email distribution software and is built on a user-friendly content management system. The site also includes a video from the CEO, an interactive member map and a visually appealing timeline that demonstrates their long history of growth.

circle S and ODEC continue to partner to refresh existing marketing materials and create new collateral to address their target audiences. The energy of the new brand is consistently infused into all touchpoints, including Board materials, a digital holiday card and communications on their newest facility.

Capabilities utilized:

Website Design and Development

Responsive Design
History Timeline
Custom Interactive Member Map
ADA Compliance
Custom Wordpress CMS
Integrated Video
Strategic Navigation for Better User Experience

Holiday Ecard

Each year ODEC sends out a holiday e-card to their members. This animated greeting was awarded the 2015 Spotlight on Excellence Award, Silver Award for Best Wild Card by Touchstone Energy Cooperatives.

We Grow You

What happens when you unveil an electrifying new brand?

In the first year since the new website launched, ODEC has seen traffic to its site increase by 31%. Visits from unique users increased by 21%, and there were 24% more page views among visitors. The corporate video has helped to showcase the personality of the organization and give the leadership team a voice while creating a greater sense of connection and clarity with the mission. Additionally , circle S would say that one of the greatest results is the strong, ongoing partnership and collaboration we continue to enjoy with ODEC.

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