Powering Local Pride Across Nebraska
Nebraska Public Power District (NPPD) is a premier publicly owned energy provider. They place their values at the forefront of everything they do: generating and delivering reliable, low-cost, sustainable energy and providing outstanding customer service. NPPD is currently ranked first in the nation for grid reliability and fifth for lowest rates.
Insights
NPPD wanted to reinforce its position as a leading energy provider in Nebraska and showcase its commitment to the state and local communities they serve. Additionally, they wanted to build brand awareness among their customer bases.
Through demographic analysis and zip code research, we reviewed customer occupations and location data and created a heat map of the audience. We discovered that our target audiences lived in small, rural communities, worked in the agricultural and home construction industries, and had strong feelings of loyalty and support for their communities. This allowed us to establish two audience segments on which we could focus our efforts: industry professionals and residential customers.
Execution
By utilizing the information uncovered during the research phase, we designed a creative and media strategy that focused on reaching those in rural areas of NPPD’s service area.
Deliverables included:
- Television and radio commercials
- Print ads in trade publications
- Social media ads
- Web banners and digital display ads
We identified small, local television and radio stations within our target areas, as well as agricultural trade publications that could reach our intended audiences. A large print and digital media buy was able to ensure NPPD’s messaging would reach nearly the entire state of Nebraska.
Creative assets across social, television, radio, the web and print relied on a friendly, aspirational tone, an inviting look and feel, and conversational language to connect with audience members. Imagery showcased NPPD employees in a variety of settings, alongside hardworking individuals ranging from parents and medical professionals to farmers and industrial workers. Each piece in the campaign helped to drive home NPPD’s commitment to outstanding customer service, community support, safety and reliability.
Results
Nebraska Public Power District’s awareness campaign went beyond brand visibility, promoting a sense of identity and trust within the communities it serves. Through a well-executed omnichannel approach, the campaign reached millions across NPPD’s footprint. The creative assets resonated with the target audiences, with exceptionally high engagement rates across all digital channels. Thanks to thoughtful execution and strategic media placement, Bozell helped NPPD achieve a strong connection with both industry professionals and residential customers, reinforcing their role as a trusted power provider.
Key Metrics:
- Achieved millions of impressions across NPPD’s service area
- Garnered a 99% CTV video completion rate
- Earned above-industry average click-thru rates across all digital channels and improved throughout the year
