Case Study: Energy Texas
Texas Electricity Done Right!
Energy Texas was founded in 2021 by a passionate group of veterans in the Texas retail electric market. Offering both renewable and traditional energy options, the company is founded in the belief that you deserve excellent customer service with rewards the size of Texas. They differentiate by creating unique plans, offers, and programs that give customers better control over their energy bills, while they stay completely transparent and hands-on. As Texas has a deregulated energy market, Retail Electric Providers (REPs) like Energy Texas compete for market space and this up-and-comer was starting from nothing to become something.
How We Do It
The Challenge
It’s always a challenge to grow a business from nothing, but we were confident the foundations presented by Energy Texas were enough to succeed.
We were tasked with the challenge, to conceptualize their website, online enrollment journey, and MyAccount portal. We also set out to formulate and implement an effective digital marketing strategy which drove brand awareness; portrayed a unique, Texas-slanted “voice”; generated enrollments; and included PPC, SEO, a content strategy, display/programmatic campaigns, and paid and organic social media.
There are more than 150 retail electricity providers (REPs) playing a part in the state’s deregulated market. The saturation of such a market posed the biggest challenge to our endeavors. A Texas-sized task, for sure, but one that Integrate had tackled before and was keen to add to our list of accomplishments.
The Approach
The success of this project relied largely on cool collaboration between the Integrate team and the experienced Energy Texas team. The former brought technical expertise in marketing, web design, and web development, while the latter brought a wealth of experience in the energy market to give the brand a leg-up on similarly placed start-ups.
In this way, we were able to avoid common mistakes made by small REPs such as poor positioning in an evolving sector, and poor value propositions that don’t entice consumers in a saturated market.
As a Texas-based agency ourselves, we were already in touch with the kind of Texan language that would click with Energy Texas’s audience and our copywriters used this advantage to full effect.
Our market research recognized that while many of Texas’ major REPs are owned by Texas-based companies, they don’t take advantage of this fact and appear generic in their language and branding.
To differentiate Energy Texas, we emphasized their home-grown roots and kept our target audience in mind as we designed and developed the website.
The Execution
To build interest around this up-and-comer, we decided to initiate the SEO and content strategy ahead of Energy Texas’s acceptance of enrollments. This involved posting educational content articles around energy efficiency, renewable energy, money-savings tips, and more.
The next step was to launch pay-per-click (PPC) campaigns into the deregulated markets of Texas, showcasing their unique offering and effectively using funding to give the launch an early boost.
On top of PPC, we utilized programmatic display campaigns to roll out hyper-targeted content, driving awareness to primary target audiences who we knew were most likely to engage. Once a portion of these audiences were aware of the brand, we launched retargeting campaigns aimed at visitors of the website on both social media and other display networks.
Additional “proprietary” paid media campaigns were also launched to round out a completely integrated digital campaign.
As for the website itself, we implemented an experience that’s efficient and free from unnecessary steps, along with other tactics we’ve learned from years of testing REP websites.