Long Island Power Authority seeks firm for rebrand

UNIONDALE, NY: The Long Island Power Authority is seeking a firm to conduct customer research and help with branding.

UNIONDALE, NY: The Long Island Power Authority is seeking a firm to conduct customer research and help with branding.

The winning firm will be responsible for researching customer views of the power authority, developing and market-testing several branding strategies, and proposing a new name and logo for the electric business. It is conducting the search process in part to change negative customer perceptions of its business, according to the RFP documents obtained by PRWeek.

Reponses to the RFP were due July 11. The power authority's board of trustees could make a selection as early as August, a company spokesperson told PRWeek.

It is the first time that the utility is hiring a firm for branding services, and it is understood that PR agencies are pitching for the business. A new name, logo, and branding strategy must be ready by January 1, 2014, according to the RFP. The winning agency will also develop messaging for the utility's brand communications and product and service offerings.

The term of the contract is 18 months, with the option for the authority to extend the contract for up to six additional months. A budget for the work will be determined based on pricing options outlined in the proposals, according to the RFP.

The authority provides electric services to 1.1 million customers in Nassau and Suffolk counties on Long Island and the Rockaway Peninsula in Queens, making it the second largest municipal electric utility in the US in terms of revenue and the third largest in terms of customers served.

Earlier this month, the authority finished last in JD Power & Associates' customer satisfaction survey of major utility companies in the US. The company scored 552 out of 1,000 in the survey, a 30-point drop from last year. Customers' complaints included LIPA's response to Tropical Storm Irene last summer.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.