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Case Study: Baltimore Gas and Electric Company

CLIENT

Baltimore Gas and Electric Company
Baltimore, MD (October 2013 – Present)

MARKETING / BRANDING CHALLENGE

Baltimore Gas and Electric required focused messaging and development of an external communications plan to inspire action and engagement among external stakeholders of its newly launched supplier diversity program – Focus 25. The goal of the Focus 25 initiative is to develop relationships with Maryland’s minority-owned, women-owned and veteran-owned businesses, ensuring BGE has access to a talented diverse supplier base that reflects its customer base.


The Focus 25 program helps certified diverse businesses successfully compete for service scalable contracts that advance BGE’s mission to meet, exceed and sustain supplier diversity inclusion at levels commensurate with the Maryland Public Service (PSC) Memorandum of Understanding. For BGE, helping the Maryland-Washington, D.C. region’s certified diverse suppliers grow and become more competitive is smart business; stronger businesses mean a stronger economy and stronger communities.


STRATEGIC SOLUTION

SRB Communications completed a careful and in-depth assessment of the gas and electric utility’s current communications plan, collateral advertising materials, social media platforms, and website; reviewed and analyzed in detail its offerings; interviewed more than 50 diverse certified suppliers, BGE stakeholders and key members of the BGE communications team; and wrote a comprehensive strategic communications plan.


Our successful outreach and public engagement services increased access to information, resources and supplier diversity processes inclusive of business owners of diverse races and women who desired to do business with BGE; acknowledged the barriers certified diverse suppliers experienced in bidding on contract opportunities with BGE; recognized that diversity is a strength and opportunity; and affirmed that a robust outreach and public engagement process should be inclusive of building strong and sustainable relationships and partnerships in the community, public and private sector advocacy organizations and among politicians.