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  • Digital Engagement via HubSpot CS Week 2018

    Presented by John Meehan May 2, 2018

  • Thomas Morris Eli Lilly

    Benjamin Harrison

    Citizens Energy Group

    • Established in 1887

    • Public Charitable Trust

    • Started by civic leaders, including:

    – Eli Lilly, founder of pharmaceuticals co.

    – Benjamin Harrison, the 23rd President

  • Citizens Energy Group

    • Gas, thermal energy, water & wastewater service for 800K people in the Indianapolis area.

    • Nation's second largest steam & chilled water district.

    • DigIndy project to eliminate CSOs, already prevented more than 74M gallons of sewage from entering area waterways.

    $2B DigIndy project – a 28-mile long network of 18-foot diameter deep rock tunnels being constructed 250-feet beneath the city.

  • Strategic Intent

    Implement consolidated digital customer interaction platform

    + Promote online customer programs via digital channels

    + Grow enrollment in online programs 10%

    = HubSpot

  • Solution Overview

    HubSpot is a marketing automation platform that includes:

    • Email automation (ROI, Constant Contact)

    • Social publishing and monitoring (Conversocial, Hootsuite)

    • Blog publishing (Engauge, Connection)

    • Landing page and Call-to-Action creation

    • CRM (salesforce.com)

  • How We’re Leveraging It

    • Aggregating data from our website & contact center

    • Creating targeted, segmented campaign lists

    • Promoting programs by relevance & pre-qualification

    • Building insight around customer interactions & engagement

  • Project Results

    • Enabled 71 targeted email sends vs. 1 with Right-On Interactive

    • Rendered Constant Contact, Hootsuite and part of Conversocial obsolete

    • Generated $39,000 in cost savings through software consolidation

    • Automated email, social media, press release and CSO alert processes

    • Facilitated 27% growth in Paperless and 12% in My Account enrollments

  • • Advanced segmentation and analytics • Detailed campaign reporting • Enrollment tracking to individual account level

  • Paperless and Alert Enrollments

    New Bill Format Sent December 8 and 22

    Paperless Promo Sent January 24

    Pacers Promo Sent February 23

    Budget Promo Sent July and August

    Project Results

  • Landing Pages, CTAs and

    Process Automation

  • Call-to-Action (CTA)

  • Process Automation

    Before:

    • Corporate Communications created content in Word

    • They added that verbiage to Kentico (CMS)

    • Corp Comm manually sent email to media contact list

    • They emailed info to User Engagement to post on social

    • Corp Comm manually sent email to internal contact list

    After:

    • Corporate Communications pastes content in HubSpot

  • Email Marketing and Segmentation

  • January Promotion • Segment of paper bill accounts

    already registered online

    • Sent to over 121,000 customers

    • Over 1,500 new enrollments

  • Social Media Publishing

    and Monitoring

  • Dashboards and Reporting

  • Thank You!

    Any Questions?

    jmeehan@citizensenergygroup.com