Elevating the Markets+ Message in the West
Client:
Industries:
- Energy
Services:
- Strategy and Planning
- Audience Engagement
- Creative Development
Paulsen partnered with SPP’s Markets and Communications teams to build a focused campaign to improve brand awareness, correct misinformation, and build trust with key stakeholders—including utilities, regulators, legislators, and industry influencers.
Building Awareness and Trust with Key Stakeholders
As Southwest Power Pool (SPP) works to expand its Markets+ program into several western states, it faces stiff competition from other market operators. To support this effort, Paulsen partnered with SPP’s Markets and Communications teams to build a focused campaign to improve brand awareness, correct misinformation, and build trust with key stakeholders—including utilities, regulators, legislators, and industry influencers.
Clarifying the Message
SPP’s challenge was twofold: it had a strong track record and compelling benefits, but lacked visibility and a unified voice in the West. Misperceptions about SPP’s capabilities and opposition from some environmental groups and regulators clouded the conversation. Paulsen’s strategy focused on building credibility, clarity, and confidence in SPP’s value proposition: reliable, stable, and independent energy market leadership backed by 75 years of operational experience.
Strategic Media Mix to Educate and Influence
The campaign strategy blends paid, earned, and owned media to drive engagement without appearing overly promotional. Tactics include a campaign landing page, a simplified message guide for consistent outreach, an editorial calendar for LinkedIn, and an informative brochure and fact sheets to counteract misinformation.
Opening Doors Through Better Communication
The campaign’s ultimate goal is to open doors for one-on-one conversations with key decision-makers and help SPP emerge as the most trusted market partner in the region.