Empowering genuine and engaging customer dialogue
Järvi-Suomen Energia, a subsidiary of the Suur-Savon Sähkö Group, is responsible for constructing, maintaining, and enhancing the electricity grid in the Lake Finland region. Beginning in 2018, the group embarked on a journey to clarify the brand identities and communications across its various sectors. Since then, Järvi-Suomen Energia has aimed to facilitate informative and personable dialogue with both electricity consumers and its extensive network of partners.
Starting point
Within the Suur-Savon Sähkö Group, there are three distinct roles and sectors, each requiring clarity in branding and communication. Järvi-Suomen Energia oversees the group's electricity grids, embarking on a revitalization of its brand and communication efforts concurrently with Lempeä, the producer and distributor of district heating, undergoing a rebrand. Suur-Savon Sähkö also operates as an electricity producer and retailer.
Järvi-Suomen Energia bears significant societal responsibility as the caretaker of electricity grids in a region characterized by numerous lakes, forests, and sparse settlements, each presenting unique challenges. By managing these electricity networks alongside an extensive network of partners, the company contributes to local employment and livelihood.
"The combination of electricity sales prices and network service fees is not always clear to customers. Clear communication is also needed regarding the statutory investments in the reliability of electricity networks and their impact on network service charges. The Blink team has played a significant role in clarifying both messages and the brand's image."
See the video in Finnish
Execution
The communication strategy and brand image overhaul began with workshops to define the key buyer personas. Given the absence of alternatives for the electricity grid partner tied to the point of use, the focus was on identifying pain points in customer communication along the buyer's journey. This insight enabled Järvi-Suomen Energia to revamp its image and communication, equipping it with tools for ongoing content creation:
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Introduction of a new logo and visual identity, along with associated implementations
- Development of a communication strategy
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Formulation of social media and content strategies
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Ongoing production of customer communication content
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Planning of a customer survey related to the revamp of the Helmi helpdesk service
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Creation of a cultural handbook for both JSE staff and the partner network
Cornerstones of the communication strategy
As the maintainer of the electricity network infrastructure, Järvi-Suomen Energia fosters vitality throughout the entire Lake Finland region. Constructive dialogue is pursued with customers and other stakeholders.
Järvi-Suomen Energia openly and humanely explains its mission and operations. A responsible, locally significant, and innovative approach is showcased across various communication channels in collaboration with Blink and other partners:
- News, blog posts and newsletter
- Photos, animations and other social media content
See more on the client's website: www.jseoy.fi
"The Blink team has added versatility to our communications, providing the flexible resources we need to enhance our daily customer interactions. For instance, animations, which we don't have the time to create, have injected new life into our messaging."