Social Media Specialist, LG&E and KU
Breakout 3: Friday, June 2 | 3:45 p.m.
"Powering sustainability and the importance of purpose-driven marketing"
In 2020, LG&E and KU - regulated utilities that serve more than 1.3 million customers across more than 90 counties across Louisville, Kentucky and Virginia – announced an initiative to introduce two new earth-friendly additions – a flock of 25 Shetland sheep and the incorporation of a pollinator habitat at Kentucky’s largest universal solar facility in Kentucky - the E.W. Brown Generating Station. This addition allows the company to reach sustainability efforts in a fun and engaging way, all while being environmentally friendly.
By using social and digital media to lead the projects strategy, LG&E and KU has successfully been able to introduce the first-of-its kind live Shetland sheep camera (referred to as our ‘Ewetube’) where people can watch sustainability happen in real-time. In addition, we developed a children’s book to teach families about the impact of sustainability measures on our environment.
By aligning company sustainability goals and creating value-based targeting with our social advertising strategy, we were able to create an innovative, successful environmental campaign. By developing our sustainability mission-based tactics, including optimized video, paid digital advertisements, a web/landing page, fun and friendly posts, and a children’s book, the company was able to utilize new and creative ways to connect with our community in a customer-oriented way, both locally and nationally.
Takeaways:
1) How to make social media fun and engaging for consumers, despite limitations (I.e: The utility industry is often limited to creativity, but there is always a way to engage and personalize brand tone that meets leadership approval!)
2) How to amplify a project using all mediums, but leading with social media and digital.
3) Partnering with businesses looking to meet similar goals and the importance of cohesive communication plans to meet each party’s needs. We work with a local farm/farmers in Ky. that help care for the sheep all year, and host the sheep in the winter months. The farm receives all proceeds of sales of the children’s book. Awareness and support of mission and values are huge shared goals among us both.
Bio:
Alexis is a Social Media Specialist for Louisville Gas and Electric Company and Kentucky Utilities Company. LG&E and KU are regulated utilities that serve more than 1.3 million customers across more than 90 counties and have consistently ranked among the best companies for customer service in the United States. In her role, she manages all digital and social media channels, including Facebook, Twitter, Instagram, LinkedIn, TikTok, Nextdoor, and Youtube. The total account followers among all channels are over 550,000, and the monthly reach exceeds 1 million. She works on the Digital Brand Advertising team, and also works directly with their Agency of Record for digital advertisements and digital strategy. She supports company clients on customer and employee communications and company initiatives. Alexis is a creative professional with 10 years' experience in social media and digital advertising and content management. Her experience also includes editorial writing and healthcare digital marketing.
Social Media Links
Instagram: @lexi__schnell
Twitter: @LexiTwoTimes
LinkedIn: Linkedin.com/in/lexi-schnell