Proof Integrated Communications

Range of Work

• Market Research
• Messaging
• Branding & Identity
• Digital Design & Development
• Television & Video Production
• Print Collateral
• Multi-Country Events

SITUATION

As one of the nation’s largest producers and transporters of energy – serving customers in 12 states – Dominion was looking for a corporate advertising campaign to secure its reputation as a reliable, safe, and trustworthy company. With a recently deregulated market and rate-cap legislation passed, Dominion also wanted to show its commitment to keeping rates stable and ensuring the lights stay on for all customers.

SOLUTION

We developed a Dominion employee concept for print, TV, and online ads showing Dominion linemen in regular everyday situations interacting with all kinds of customers—families, professionals, and seniors, to name a few. Because Dominion linemen face customers on a daily basis, they have a heroic quality that touches on Dominion’s key attributes: reliable, safe, trustworthy. They turned out to be a perfect message delivery vehicle. Additionally, we wrote the tagline “What We Do Every Day Powers Your Every Day” to define and brand the reputation management campaign succinctly.

When specific issues arise for Dominion, such as building a transmission line in Northern Virginia or constructing a coal-fired plant in Southwest Virginia, we also help communicate the facts to all constituents, especially customers, to ensure that Dominion maintains its voice in Virginia.

RESULTS

Despite several media relations challenges (rate increases, regulation, transmission lines, coal plants and more), Dominion’s favorability amongst customers remained high. The campaign has created a halo effect of goodwill that has helped to maintain its positive reputation.

Our “Every Day” campaign was the recipient of the 2008 Bronze Telly Award, and our television spots, “Every Day Dennis,” received a 2009 Bronze Telly Award and “Every Day George Birdsong,” was a winner of the 2008 Silver Telly Award, which is the highest honor.