The Client
Evergy is invested in a next-gen infrastructure, providing reliable, sustainable, affordable energy that puts you first. They strive to keep energy costs below inflation by finding ways to work smarter, tap into more affordable energy sources and develop energy-saving tools for their customers, communities and local businesses. KCP&L, Kansas City Power & Light merged with Evergy during our partnership.
Evergy is invested in a next-gen infrastructure, providing reliable, sustainable, affordable energy that puts you first. They strive to keep energy costs below inflation by finding ways to work smarter, tap into more affordable energy sources and develop energy-saving tools for their customers, communities and local businesses. KCP&L, Kansas City Power & Light merged with Evergy during our partnership.
The Client
The Challenge
Evergy/KCP&L faced the challenge of communicating the benefits of energy savings and rebates to local businesses but wasn’t sure how to effectively reach decision-makers or where to begin. They needed a strategy that could clearly convey their value proposition while standing out in a competitive market. Changing energy companies isn't a quick or easy decision, so, they needed something that really stood out.
The Strategy
To maximize ROI for the client, we conducted in-depth research to identify companies most likely to benefit from switching energy providers. By analyzing industry trends, energy usage patterns, and decision-maker behaviors, we honed in on high-potential businesses within the region. Based on these insights, we determined that a unique direct mail campaign would effectively capture attention and deliver key information quickly. This approach ensured decision-makers received a memorable, tangible experience while gaining a clear understanding of potential savings, making them more likely to engage and respond.
From the success of phase 1, we also took on phase 2, which was a video and social campaign featuring local businesses and their success stories.
To maximize ROI for the client, we conducted in-depth research to identify companies most likely to benefit from switching energy providers. By analyzing industry trends, energy usage patterns, and decision-maker behaviors, we honed in on high-potential businesses within the region. Based on these insights, we determined that a unique direct mail campaign would effectively capture attention and deliver key information quickly. This approach ensured decision-makers received a memorable, tangible experience while gaining a clear understanding of potential savings, making them more likely to engage and respond.
From the success of phase 1, we also took on phase 2, which was a video and social campaign featuring local businesses and their success stories.
The Strategy
The Creative
The "Fresh Roasted" campaign for Evergy/KCP&L creatively highlighted the cost-saving benefits of switching energy providers. Delivered as a direct mail piece, it featured four packages of locally sourced coffee with energy-themed labels like "Light Roast: LED Rebate Roast" and "Summer Roast: HVAC Rebate Roast." The playful packaging captured attention, while an accompanying brochure outlined the benefits, including rebate programs, savings case studies, and cost breakdowns. This strategy combined practical information with creative, tangible elements to showcase Evergy/KCP&L’s value while fostering local connections.
When you can elicit an emotional response from a user, your message becomes memorable and impactful, clearing the way for the rest of your marketing to be successful.
The Results
We saw outstanding returns from this campaign. Knowing an average return rate for a dimensional mailer would be around 14%, with an average of 3% filling out a web form and 4% calling our dedicated line, we were delighted to learn that within 6 weeks the client had a 49.6% return. Around 3/4 reached out via phone calls and the other 1/4 web form fills.
Client: KCP&L
My Role: ACD, Writer, Concepts
Art Director: Diana O.
