Knorr Marketing was selected to replace a previous agency and take over the marketing communications of a municipally-owned electrical utility that often faces controversial situations.

Given limited budget, generating a positive public image required increasing the utility’s investment in public relations activities (offline and online) while decreasing their investment in paid advertising. Yet, paid advertising was essential in sustaining awareness of the utility and communicating its positive contributions to the community.

Results:

In a customer survey conducted one year after Knorr Marketing’s selection, the following questions and related response data proved Knorr Marketing’s strategic planning changes and creative media advertising were significantly surpassing results when the survey was last conducted three years earlier.

This was especially noteworthy, since client spent less on media advertising during Knorr Marketing’s first year than during any of the previous five years (when the utility’s media investments were controlled by another agency).

Have you seen or heard any advertisements about (the utility) within the last year on television? Overall “Yes” results were up 61% compared to the previous survey.

Have you seen or heard any advertisements about (the utility) within the last year on the radio? Overall “Yes” results were up 127% compared to the previous survey.

Have you seen or heard any advertisements about (the utility) within the last year in the newspaper? Overall “Yes” results were up 31% compared to the previous survey.