FOCUS ON ENERGY BRAND OVERVIEW
Vision Focus on Energy is a national leader, capitalizing on best practices and innovation to help Wisconsinites reduce their energy use and save money. Mission Focus on Energy empowers the people and businesses of Wisconsin to make smart energy decisions with enduring economic benefits. Values
Goals • Expand participation opportunities for eligible customers while achieving cost-effective energy savings. • Capture and capitalize on new market opportunities. • Grow affinity for Focus on Energy through outstanding customer and stakeholder experiences.
• Cultivating Opportunity. • Delivering Innovation. • Acting with Integrity. • Fostering Promoters.
Attributes Due to the broad scope of Focus on Energy programs, the target audiences, benefits, and motivations for each differ greatly. However, the overall tone and manner of communication supporting individual programs should share many of the following characteristics attributed to the brand: Innovative, Trustworthy, Informative, Public-Spirited, Leaders, Dedicated. Positioning Focus on Energy was created to promote the benefits of energy efficiency and renewable energy throughout Wisconsin. The Program’s message is directed towards Wisconsin’s full range of energy consumers, from individual households to commercial, industrial, and agricultural businesses, as well as schools and government. Consistent messaging helps Wisconsin’s energy users recognize all the varied programs as Focus on Energy efforts. Repeat encounters with Focus on Energy messages builds identity and understanding. Not only will residents and businesses know they can realize energy-saving and cost-saving benefits with a Focus on Energy program, they will also achieve the satisfaction that comes with contributing to an improved quality of life in Wisconsin. Positioning Message Reducing energy waste across Wisconsin.
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