Marketing|Public Service|Utilities
Ideas.
Florida Public Utilities (FPU) provides natural gas, propane, and electric services across the state, with a focus on delivering reliable, cost-effective energy solutions to homeowners. To support growth in Central and South Florida, FPU partnered with evok to drive new customer acquisition through targeted promotion of rebate programs for gas appliances. By leveraging in-depth market research, audience insights, and a strategically optimized media mix, evok developed an integrated campaign designed to reach high-potential homeowners and position natural gas as a smart, efficient energy choice. Florida Public Utilities distributes natural gas, propane gas, and electricity in Florida. This campaign focused on acquiring new natural gas customers in FPU’s Central and South Florida service areas by promoting rebate programs for gas appliances. Reaching potential customers in these dense urban and suburban areas required careful media planning and targeting
Work
Our agency conducted extensive market research to fully understand FPU’s competitive landscape, customer demographics, and media consumption preferences. This included studying competitors’ strategies, analyzing cultural trends to see if the target market reads newspapers digitally or in print, and evaluating past campaign performance. We tweaked the media plan based on our findings to adjust for changes in media outlets like radio station formats.
Budget allotment across media channels was determined through market research insights like Arbitron ratings data (prioritizing stations with the most listeners for longest durations) and cost-per-impression data for print. Media buys aimed to achieve two key objectives: drive an immediate consumer response for FPU’s rebate programs and build long-term brand awareness. For lasting brand impressions, tactics included high-visibility placements like billboards and bus ads viewable 24/7 by motorists
Online ads focused on newspaper websites to effectively and cost-efficiently reach tech-savvy potential customers. Print ads targeted home finder sections of major dailies to connect with readers browsing new construction and appliances.
Our creative team developed television commercials tailored to resonate with the metropolitan/suburban audience. FPU’s “Desperate” ads—inspired by the series “Desperate Housewives”—portrayed suburban moms eagerly pursuing the efficiency of gas appliances. This humorous pitch aligned with the target demographic.
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