Since its beginning, MCC has operated as a fully integrated marketing communications agency, and our partnership with client Kinetrex Energy is a phenomenal example of this. In the summer of 2016, MCC became the communications agency of record for this Indianapolis natural gas provider and set out to achieve two primary objectives – increasing brand awareness and positioning Kinetrex Energy as Indiana’s best provider of a range of natural gas products.
We began brand strategy development by conducting a market research study that informed how Kinetrex addressed what customers care about most. The new Kinetrex promise to “Take natural gas wherever it needed to go” became the foundation for all of our strategic, creative, public relations and media planning work, which included a new website, video production, local print and online publications, radio spots and online campaigns that cost-effectively pinpointed our audience with retargeting, geotargeting and programmatic targeting. We developed online calculators that allowed natural gas customers to see automatically how much they could save by switching to Kinterex, and we drove the audiences from nearly all advertising to find out how much they could save using these calculators.
Each of these tactics built upon one another to boost sales potential for Kinetrex. MCC created 8.5 million impressions in just 8 months, increased website traffic 350% and increased active sales prospects by 700%. Talk about filling the pipeline!
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