1. Communication Style Guide
1.1. Words to use
1.1.1. Response, neighbors, interrupted, upgrading, preparing for the future, restore, reconnect, we do this every day
1.1.1.1. Simple is memorable
1.1.1.1.1. Is a picture more effective?
1.2. Images
1.2.1. Picture is worth a thousand words
1.2.1.1. Authentic and purposeful
1.2.1.1.1. People are better than things
1.2.2. Choose images that tell a story
1.2.2.1. Family moments
1.2.3. Real photography over stock
1.2.3.1. Lifestyle or story first and lifestyle with product second
1.3. Channels
1.3.1. Video
1.3.1.1. Connect with customers using real and engaging stories
1.3.1.1.1. Real customers and employees
1.3.2. Social media
1.3.2.1. Facebook, Twitter, Instagram, YouTube
1.3.2.1.1. Talk directly with customers to speak their needs and wanting more
1.4. Type & Color
1.4.1. Font: Continuing the dream
1.4.2. Color: Brand blue = reliable & optimistic
2. Current Situation
2.1. Coronavirus pandemic
2.1.1. Global lock down
2.1.2. Nationwide cancellations including travel, vacations, events, sports, religious gatherings, political rallies, festivals and conferences
2.2. National emergency
2.2.1. Defense Production Act
2.2.1.1. Department of Energy
2.2.2. FFCRA testing and unemployment food safety programs
2.3. MI Executive Stay-at-home order
2.3.1. Education institutions, businesses, restaurants, gyms, salons, service companies are closed
3. Impact
3.1. EWR Portoflio
3.1.1. Savings goals
3.1.1.1. Contractor programs
3.2. Economy
3.2.1. Goods
3.2.1.1. Consumption
3.2.1.1.1. Priorities
3.2.1.1.2. Media
3.2.1.1.3. Information
3.2.2. Services
3.2.2.1. Needs & solutions
3.2.2.1.1. Environment
3.3. Culture
3.3.1. Lifestyle
3.3.1.1. Behavior
3.3.1.1.1. Productivity
3.3.1.2. Beliefs
3.3.1.2.1. Perceptions
3.3.1.2.2. Reality
3.3.1.3. Values
3.3.1.3.1. Health and well being
4. Recommendation
4.1. Communicate, educate and help Michigan residents and trade allies fight and overcome the adversity, health and safety crisis we are in together.
4.1.1. Theme: reset, rewire, regroup
4.1.1.1. Messaging
4.1.1.1.1. Educate
4.1.1.1.2. Help
4.1.1.2. Strategies
4.1.1.2.1. Reach customers at home while they are home
4.1.1.2.2. Promote health indirectly
4.1.1.2.3. Continue active lead generation
4.1.1.3. Channels
4.1.1.3.1. Direct mail
4.1.1.3.2. Search
4.2. Evolve together
4.2.1. Sensitivity to community
4.2.1.1. Personal and meaningful
4.2.1.1.1. Rapid changes by the minute
4.2.2. Information collaboration is high
4.2.2.1. Information processing and application
4.2.2.1.1. Information sources
4.2.3. Journey shapes our future
4.2.3.1. Position for the unknown
4.2.3.1.1. Diversified mix
5. Guiding Principles
5.1. Core Values
5.1.1. Ethical behavior
5.1.1.1. Choose to do the right thing not what is required or convenient
5.1.1.2. Tell the truth and act ethically
5.1.1.2.1. Key to protecting people under challenging circumstances
5.1.2. Safety culture
5.1.2.1. Customers, communities, contractors, employees and environment
5.1.2.2. Always think and act with safety in mind
5.1.2.3. Core safety tips
5.1.2.3.1. Contact first for process
5.1.2.3.2. Wear safety equipment
5.1.2.3.3. Conduct a safety tailboard
5.1.2.3.4. Stop the job
5.2. Brand profile
5.2.1. Position: People. Planet. Prosperity.
5.2.2. Promise: Leave MI better than we found it
5.2.3. Personality: "The Good Neighbor" Looks out for you, hopeful and optimistic
5.3. Strengths
5.3.1. Use storytelling, hometown stories, to convey messages and stay away from boring or average
5.3.1.1. Embrace good neighbor, hometown service
5.3.1.1.1. Keep it simple
6. Response
6.1. Emergency Response plan website
6.1.1. ConsumersEnergy.com/coronavirus
6.1.2. Call center talking points
6.2. ICF Continuation of Operation Plan & marketing tracker
6.2.1. New corporate processes
6.3. Annoucement
6.3.1. Website alert message on all program pages
6.3.1.1. Customer letter "count on us"
6.3.1.2. Financial assistance to customer in need
6.4. Marketing suspended
6.4.1. Email marketing
6.4.1.1. Digital/Social Media
6.5. Contractor programs
6.5.1. CCM deployed
6.5.1.1. marketing pause
7. Imagery
7.1. 1
7.2. 2
7.3. 3
8. Research Summary
8.1. Industry
8.1.1. Utility
8.1.1.1. Empowering customers with education
8.1.1.1.1. Thoughtful, helpful and caring parter
8.1.2. Energy Efficency
8.1.2.1. Energy Circle
8.1.2.1.1. Don't go dark
8.2. Marketing
8.2.1. American Marketing Association
8.2.1.1. Marketers are needed more than ever to rekindle growth and recovery
8.2.1.1.1. Don't go dark
8.2.2. ANA
8.2.2.1. Media will lead the USA through this
8.2.2.1.1. America needs strong, trusted brands now more than ever.
8.3. Corporate
8.3.1. CE Corp Com
8.3.1.1. Email Playbook
8.3.1.1.1. Hungry for new
8.3.2. ICF
8.3.2.1. Live your values.
8.3.2.1.1. Stay relevant to client needs
9. Implementation
9.1. Portfolio
9.2. Budget
9.3. Timing
10. Research: ANA Advertising & Media Will Help Lead Us Through This; Trust & Transparency Will Be Key
10.1. Summary
10.1.1. Long term
10.1.1.1. People spend more time in home
10.1.1.1.1. Travel less
10.1.2. More about brand less about sales
10.1.2.1. Buying brand, great brands
10.1.2.1.1. Give customers reason to care about your brand
10.1.2.1.2. Obtain mental availability so when physical ability is there customers are ready
10.1.3. 92% brands surveyed changed message since March - 45% massive changes