Work
Helping an energy service company hit home.
EnergyMark had a problem. People didn't care about them.
They own gas and electric supply and sell it to end users. Usually for a little less than the utility company.
Users don't know that they can buy from them. When they find out, they don't care or trust it.
New Ground Rules
Previous iterations of copy always included the words "switch to EnergyMark". Switching feels permanent. Like changing a phone provider.
The word "switch" is now banned and replaced with "connect". Connecting feels optional. Like you'd connect a chrome extension.
The Appeal
To combat apathy, you have to make this decision to connect personal. Admitting that this is a small decision reinforces the idea that the user is in control. Reminding them that life is made of many small decisions makes the brand relatable.
The more things change, the more they stay the same.
Niagara Transformer became Niagara Power Transformer. There was concern that this slight shift would cause some uneasiness amongst long-standing clients.
This copy was written to express that this was a change in name only.
The Copy
OUR TELEPHONE NUMBER HASN'T CHANGED IN OVER 50 YEARS.
So even though the person your company purchased a Niagara Transformer from might have retired a quarter century ago — the number still works.
While we've been providing dependable power solutions for over 95 years, we'd like to reintroduce ourselves.
NIAGARA TRANSFORMER IS NOW NIAGARA POWER TRANSFORMER.
You may have noticed the slight update to our name. That’s because we've evolved over the last century, just like you have. We've grown up, but haven't forgotten all the lessons we've been taught over the years.
That's experience.
And what does our experience mean to you?
Dependability.
You can depend on Niagara Power Transformer to not have to learn things the hard way. We did that years ago.
And you can depend on Niagara Power Transformer to continue to grow with your needs and be here when you need us — even if that's only a few times every 50 years.
We're Niagara Power Transformer, and we make dependable power possible.
GIVE US A CALL IF YOU NEED TO, THE NUMBER STILL WORKS.