PROJECT  |   LES Big 10 Bill Campaign

 

OBJECTIVE  |  Create a campaign to communicate that Lincolnites’ local power utility, year after year, has the lowest residential rates of any college town in the Big Ten conference. In 2018, LES had a threepeat for the lowest bill, and you will see that imagery and messaging throughout the campaign. To capitalize on a local source of pride, seasonal event and captive audience, LES ran its messaging parallel to Husker football with our own electric “power rankings.”

 

How were bills determined? Data was from a typical monthly residential bill, based on 1,000 kWh. Data was obtained from individual utilities, Edison Electric Institute (EEI.org) or via published rate schedules as of Jan. 1, 2018.

 

For this project, I was the strategist, brand owner, designer, content curator, proof reader and project manager. I led our team of a website specialist, copywriter and communications specialist focusing on social media to create the campaign. I worked with an external media buyer for purchasing and placement and an agency to create our head-to-head videos. In addition, I managed all budgetary activities related to the project.