Atlantic Canadian agency m5 has beefed up the client roster for its Manchester, New Hampshire office by winning a competitive review initiated by the New Hampshire Electric Cooperative.
The Cooperative chose m5, which also has offices in Halifax, St. John’s and Moncton, N.B., over two U.S. agencies that were also invited to pitch this past spring.
Rick Rouah, president of m5 Marketing Communications, said his firm would function as agency of record for its new client, while also handling PR duties.
Since taking over the account several weeks ago, m5 has begun work on a campaign to educate New Hampshire residents about Smart Grid, an initiative that will see the Cooperative place power metres in every home in the state this fall.
“There’s a lot of concern from consumers and the public as far as how much information the electric company will have,” said Rouah. “We were challenged with educating the public and making sure they understand the good in the technology and how it can benefit them, and how it can help save power down the road.
“There are people who think the company can now control the power consumption in my home, and that’s not at all the case.”
Rouah said direct mail pieces have already been created and sent to residents. A broader campaign, including print and online advertising as well as a revamped website, will launch this fall.
