This case study shows how Beeby Clark+Meyler launched a natural gas company into an incredibly competitive market with an integrated campaign spanning direct mail, digital media, outdoor, and radio. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal smeyler@beebyclarkmeyler.com, 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm

1. !
Gas South!
Integrated Brand Campaign!

2. BeebyClarkMeyler.com | @GoBCM!
•
Launch a newly formed natural gas company into a market shaped
by intense competition, a dominant #1 player, and low overall
interest/awareness for the category. ""
•
•
•
Newly deregulated market is
highly competitive"
Historical #1 player enjoyed high
levels of awareness"
Low awareness/consideration for
the category as a whole"
""

3. BeebyClarkMeyler.com | @GoBCM!
Gas South – a different kind of natural
gas company"
•
Beeby Clark+Meyler’s research showed that
natural gas customers were confused about
pricing and saw little difference between
providers. The research also showed that
customers preferred local providers versus
those from out of state. "
•
We developed a full identity and positioning
to launch the company as well as a
campaign, the “Clear Price Promise”, to help
clarify pricing and ensure that customers
received the best deal. "
•
We partnered with local sports teams and
charities, and also used smart local
references in our advertising to make sure
our local roots were well understood."

4. BeebyClarkMeyler.com | @GoBCM!
•
•
An integrated campaign running across direct mail, digital media,
outdoor, and radio was used to launch a campaign based on the “Clear
Price Promise”, a customer pricing guarantee designed to address
consumer concerns about gas pricing."
A suite of online, interactive tools were developed to help customers
understand natural gas pricing."

5. BeebyClarkMeyler.com | @GoBCM!
•
•
•
•
Gas South went from unknown to #3 provider in the Georgia market
within 1.5 years following the launch of the campaign"
Overall web site traffic increased by 24% upon the launch of the “Clear
Price Promise”"
Gas South increased overall natural gas enrollments by over 30%
following the launch of the campaign"
Gas South was awarded numerous awards for the campaign, including
a Mobius award for “Best Integrated Campaign” in 2008"

6. BeebyClarkMeyler.com | @GoBCM!
Beeby Clark+Meyler is an award-winning interactive agency focused on
innovation in media. By this we mean the creation of new and more effective
marketing based on the consumer’s evolving interaction with, and
consumption of, media. "
We design highly productive marketing programs that leverage today’s most
engaging digital media technologies to enable more brand engagement,
awareness and sales. "
For more information, contact Stuart Meyler, Principal"
smeyler@beebyclarkmeyler.com, 203.653.7950"
!
Visit: BeebyClarkMeyler.com!
Follow: @gobcm"