CITIZENS ENERGY GROUP
When Citizens Energy Group recently acquired water and wastewater services, they were looking to redefine their brand for both new and existing customers. While focus groups showed that most customers had positive experiences with Citizens customer service and field representatives, they still held negative connotations of Citizens as a large public utility. To combat this perception of the “faceless corporation,” we developed the Citizen. Employee. campaign. Through TV, radio, print, and digital content, we cast a spotlight on some the employees who make up the backbone of Citizens Energy Group – and who live, work, and contribute to the very same communities they serve.