The eScore program from TVA (Tennessee Valley Authority) has been in operation for many years, with messaging to residential energy customers that has focused on rebates and savings on monthly energy bills. Through market research conducted in early 2018 in response to changing program guidelines and rebates, data showed that what customers truly wanted was the reassurance and trust of the Quality Contractor Network, access to which is offered by eScore to any residential customer signing up for a free eScore account. When TVA heard this story from their data, they repositioned their program to emphasize this benefit and improve the customer value of the eScore program.
We redesigned the eScore marketing materials, including a website, to place a greater emphasis on access to the Quality Contractor Network and moving that messaging front and center. By promoting the feature of the eScore that customers reported they valued the most, our goal was to encourage greater participation in the program.
With the new elements of this program still rolling out, it’s too early to determine the impact of this repositioning. MPC will continue to work with TVA and iterate materials as needed, based on evaluation data.
- Stakeholder Engagement
- Market Research
- Messaging & Storytelling
- Branding & Graphic Design
Tennessee Valley Authority