SEMCO

Project Tasks: Concepting, brand guidelines creation, direct mail design, website design.

Results
The campaign was a success for the client, mailing to 7,900 residential prospects, achieving a notable response rate of 1.2%.

Brochure advertising SEMCO Energy natural gas services with a photo of a woman and a young girl at a kitchen sink, smiling. The brochure emphasizes switching to natural gas for savings, convenience, and reliability.
A laptop and smartphone on a white shelf displaying a website about switching to natural gas, with a cactus plant in a pot nearby.
Open magazine displaying design elements including icons, action buttons, slogans, and messaging tips, with a purple background.
Open magazine featuring color palettes and photography style; large photo of woman holding a child smiling, multiple small photos of family activities, kitchen, laundry, and bonding moments.
Flyer promoting SEMCO energy natural gas services with the slogan 'Switch. Save. Smile.' featuring an elderly couple sitting together by a window, smiling. The flyer includes a QR code, contact information, and images of people in various household activities.

Overview

SEMCO, a natural gas utility based in Michigan, had no established branding or marketing in place—offering a unique opportunity for creative development. Their objective was to reach prospects living within 250 feet of their main line and promote a compelling message: switching to natural gas could save them up to 55% on their energy bills.

Creative Strategy

Through a complete rebrand, targeted mailings, retargeting efforts, and a new website, SEMCO successfully met their state-mandated conversion goals. I also had the opportunity to meet with their team in person to plan future initiatives, including expanded website development.