Pepco - LGBTQ+

Integrated Marketing Campaign

GOAL

Pepco provides service to approximately 894,000 customers in D.C. and Maryland and like its parent company Exelon, have committed to being leaders of DE&I. The goals were to make it clear to the LGBTQ+ community that in Pepco they had an ally and to build brand awareness of Pepco’s historical promise to marginalized and underserved populations.  

HIGHLIGHTS

Provided thought leadership, ongoing creative direction and paid media placement. This included guidance of ad placements with D.C.’s oldest LGBTQ+ newspaper, Washington Blade and paid ads to reach diverse and LGBTQ+ targeted audiences.

RESULTS

  • Email campaigns received a 2.21% CTR, on par with industry average
  • Print ads were seen by a circulation of 2.1M
  • Digital ads achieved overall 298,700 impressions

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