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Stadtwerke Leipzig is the market leader for electricity and thermal energy in Leipzig. It is part of the Leipziger Versorgungs- und Verkehrsgesellschaft municipal group of companies, which supplies more than 600,000 people in Leipzig and the region with its core business areas: energy, water and mobility. Stadtwerke Leipzig operates as an affiliated company in the group and covers the energy products for households and business customers.
Stadtwerke Leipzig approached ALEX & GROSS with the problem that they were getting more contract terminations from existing customers than new orders. This is due on the one hand to the energy market that is fiercely contested by regional suppliers, and on the other hand to a lack of awareness of Stadtwerke Leipzig among the B2C target group. The company has been perceived in the market purely as an electricity supplier up until now.
ALEX & GROSS was tasked with developing a sales campaign that uses a target group-specific approach and positions Stadtwerke Leipzig as a 360° provider of energy products.
In the first step we conducted three workshops with Stadtwerke Leipzig and provided strategic advice to the customers. We then developed a comprehensive sales strategy with the following focus:
ALEX & GROSS set up two sales websites for two different target groups in the implementation of the strategic concept. In addition, we planned the implementation of the campaign, defined and produced the relevant content and developed various target group-oriented advertising materials.