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AEP Energy launches retail campaign in Ohio markets

by on July 2, 2013

aepenergy(Story by Rachel Hammer)

Using the alliterative line “sweet summer savings,” AEP Energy has launched its first multi-media advertising campaign. The campaign, which began in mid-June, is scheduled to coincide with summer’s high volume electricity use. AEP Energy messages are being seen and heard on line, in the mail, on television and radio, on outdoor digital billboards, and through telemarketing and door-to-door activities.

The campaign is running in Ohio’s Toledo, Canton and Columbus markets – areas traditionally served by Dayton Power & Light, First Energy and AEP Ohio. It targets residential customers. “The residential market is very strong in Ohio, so that’s where we are focusing our efforts,” explained Frank Willson, vice president – Marketing, for AEP Energy.

AEP Energy’s campaign directs potential customers to look for materials mailed to their homes. The website URL and toll-free phone number are prominent. The goal is to increase the response rate for all marketing channels (activities) and enroll new residential customers.

AEP Energy also is using the campaign to reduce its costs for acquiring new customers.

The campaign was created in-house and only some of the video production work was outsourced. Creatively, the campaign uses a spokesperson who talks about cost savings, the ease of enrollment and her confidence in the AEP Energy name. Some creative components also rely on endorsements from locally-recognized radio personalities.

“We wanted the campaign to be upbeat and fun. At the same time we want to be credible and relevant,” Willson said.

Earlier this year, AEP Energy entered into a partnership with the Chicago Cubs and Wrigley Field. That partnership supports AEP Energy’s marketing efforts in Illinois where the commercial and industrial markets are strong. Later this year, the company will launch other marketing programs with The Ohio State University and the Columbus Blue Jackets.

AEP Energy is AEP’s competitive retail energy company. It provides retail electric service for residential, commercial and industrial customers in deregulated states. It also offers demand response and energy efficiency services nationwide. AEP Energy allows AEP to offer a competitive alternative to customers who may be considering a switch to a different electricity supplier. The company is based in Chicago.

As of mid-2013, AEP Energy is comparable in size with Kentucky Power. The retail provider has about 170,000 customers and about 7 million megawatt hours of business. AEP Energy currently supplies electricity to customers in Illinois, Ohio, Pennsylvania Delaware, Maryland, New Jersey and Washington, D.C. The company also is certified in New York, Texas and Michigan.

AEP Energy is a competitive retail electric service provider affiliated with American Electric Power Company, Inc. AEP Energy is not soliciting on behalf of and is not an agent for any AEP utility.

View some of AEP Energy’s marketing materials on YouTube at http://www.youtube.com/watch?v=6Pw8hAPIY_A.

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