DTE Energy is a Detroit-based diversified energy company involved in the development and management of energy-related businesses and services nationwide. Its operating units include an electric utility serving 2.2 million customers in Southeastern Michigan and a natural gas utility serving 1.3 million customers in Michigan.
GNA worked with DTE Energy to launch its Renewable Natural Gas transportation program for fleets that operate in and around Michigan. To help the program meet its initial launch goals, GNA first helped DTE identify key customer segments (e.g., goods movement, refuse, transit) to focus on based on vehicle availability and positive total cost of ownership averages.
Next, our team developed a messaging strategy that focused on key benefits of renewable natural gas as a fuel for fleet managers, including lower fuel costs, simplified maintenance, and road tested, commercially available technology. The content was paired with sector-specific data analyses that demonstrated tangible fuel and emission savings that could be achieved over a 10-year period. The emissions reductions were translated into easy-to-understand data points (e.g., 74,000 metric tons of GHG reductions = Eliminating 179 million miles driven by an average passenger vehicle).
GNA used the messaging strategy and data points to develop custom-branded, sector-specific collateral that DTE could use to explain the unique value proposition of fueling with RNG from DTE to its prospective customers.
- Collateral Development
- Communications Strategy
- Copy Writing
- Graphic Design
- Graphic Design & Content Development