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.