Situation
Cinergy CORP (NYSE:CIN) has several affiliate divisions that are retail/service entities outside the scope of utility production and sale. In 2004, three of those affiliates: Vestar, Inc., Cinergy Solutions, Inc. and Cinergy Special Projects, were placed under one name, “Cinergy Solutions,” with three divisions: Supply (Old Cinergy Solutions – supplying energy cogeneration solutions to business and industry), Demand (Vestar, Inc. – controlling energy use and reducing energy costs), and Utility Services (Special Projects). All of the corporation’s existing customer base projects would operate in the same manner, but under the new name.

Problem Cinergy Solutions developed a re-branding campaign to correct any marketplace confusion regarding the old use of “Cinergy Solutions” with the new, and to introduce this new entity and showcase the extended service offerings that it makes possible. Besides redesigning marketing materials, communicating the change to all customers, developing a new web site and expending some effort on public relations placement, the division saw a need for strengthening sales tools by uniting the three sales forces, educating them on the new services and preparing a video element that would include customer testimonials.

The video element needed to sell Cinergy Solutions as a total services package. It was quite complex in that it needed to involve projects on which all three entities had worked as well as market segment examples that were indicative of the work performed by each of the three entities prior to the reorganization. It was important that it:

Solution
After Cinergy Solutions identified its target market segments and selected favorable projects, MillerWhite, LLC, utilizing its in-house audio/video studio, produced 11 video segments, seven to 10 minutes in length, highlighting solutions that had been completed with success within those target markets. The scope of the project necessitated producing it in DVD format.

The video utilized testimonial and location footage of the solutions, customers and project managers to illustrate what Cinergy Solutions is now capable of offering to its prospective customers. Care had to be taken not to mention the former entities, and footage had to be shot as if Cinergy Solutions had been the name brand long before each project was conceived. (For example, a Vestar project or a Special Projects project had to be identified in the video as a Cinergy Solutions project.)

Results
The Interactive Media DVD has solved a host of needs Cinergy Solutions had identified in introducing its new corporate branding. Its cost-saving, value-oriented message has been shown to appeal to decision makers. It highlights women and minority spokespersons to achieve broader appeal in a male dominated industry and also illustrates a message of environmental responsibility associated with energy-saving projects. With one tool, every salesperson and service representative cannot only cross-sell from added service lines, but can introduce new capabilities to current and prospective clients with tangible, visual examples, revealed through testimony by current clients. The video segments also give salespeople and marketing personnel an acre of common ground to stand on in their approach to training, product development and customer service. An instant history, present and future vision is easily communicable to internal and external audiences.

Chip O’Donnell, Vice President Market Development for Cinergy, said,“I think [the Cinergy Solutions DVD] is a nicely produced overview of our capabilities, and looks professional. The DVD is easy to navigate, and is well organized. This product will be the differentiator for us in several market audiences.”

To discuss a DVD solution for your company’s sales, public relations, product-release, image or training needs, be sure to contact MillerWhite, LLC.

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