COMMONWEALTH EDISON

Reach out. Build bridges. Build trust.

You have difficult news to tell. You’re going to raise prices – substantially – at a time when people feel their budgets tightening. How can you soften the blow and deliver the message to your customers in a positive way?

Overview

The end of the government mandated price freeze on utilities was within sight. Commonwealth Edison (ComEd) would finally be in a position to implement much-needed rate increases in order to improve vital elements of their infrastructure. Utility bills were about to increase, in some cases substantially. Everyone would be affected. ComEd realized that they needed to be proactive in talking about what was to come. They knew that controlling the delivery of this news was of utmost importance.

The Message

Taylor Bruce partnered with communications firm ASK Public Strategies, to develop honest, forthright ads to communicate with ComEd’s customers. Messaging strategies were developed from a variety of viewpoints, and Taylor Bruce crafted ads that were visually straightforward and direct. It was extremely important that customers maintained their trust in the company. Therefore, the message needed to be delivered in a pointedly bare bones, no nonsense manner; whether it was a letter from the CEO, an empathetic note from a fellow consumer, or a detailed explanation of amortization programs which would be available.

The Delivery

ComEd placed ads in newspapers across the state of Illinois to preemptively talk about the news in an effort to maintain a positive relationship with consumers. Logically, people can understand that no business can continue to provide high quality services as their costs increase without increasing their own revenues at the same time. Even so, people have a natural tendency to react emotionally when they see large jumps in their own bills. Especially if they’re unexpected.

Taylor Bruce worked with ComEd to begin reaching out to customers months in advance of the increases. Ads were directed at people who otherwise may have felt alienated, appealing to their emotions and asking for their empathy. These efforts to develop proactive, straightforward communications, which included assistance plans for those who needed them, helped to maintain ComEd’s image as a trustworthy service provider.