The Client
CenterPoint Energy is a major U.S. energy delivery company, providing electric transmission & distribution (T&D) and natural gas distribution to millions of customers across Texas, Indiana, Minnesota, Louisiana, Mississippi, and Ohio. They manage power grids and gas lines, delivering essential energy, operating electric generation in Indiana, and also offer home service plans, focusing on safety, customer service, and community involvement.
The Strategy
We created an integrated campaign strategy (ICA) with unique messaging across four personas to target 50 1:Few accounts and five 1:1 accounts. By deeply understanding Vizient’s target audiences and content, we moved prospects through the buyer's journey using hyper-targeted social ads, nurture emails, and persona-specific landing pages.
To align sales and marketing, we developed a sales playbook to drive engagement and results. Vizient provided monthly reporting with engagement scores and intent data, while we crafted a high-value offer (HVO) to foster 1:1 conversations with Vizient experts, ultimately positioning the brand as a healthcare thought leader.
The Challenge
While working at an agency that specialized in Utilities, several companies, including Oncor, came to us to revamp their customer outreach and promote their energy efficiency programs. See Oncor Campaign for a similar undertaking.
Old Design
Client: Centerpoint
My Role: ACD/Writer
Designer: Catherine O.
