PSEG Long Island

LONG ISLAND, NEW YORK

PSEGLI

PSEGLI was gearing up to flip the switch on Time of Day pricing—but first, they had to prove customers would get on board and stay on board. We led a two-year, high-stakes pilot across Long Island, blending research and real-time marketing into a performance-driven campaign. The pilot didn’t just meet the goal—it crushed it, reshaping how PSEGLI talks to customers about energy choice.

BUSINESS CHALLENGE

Testing the future of energy pricing.

PSEGLI needed to understand how customers would respond to TOD rates ahead of a major policy change.

MARKETING CHALLENGE

Drive enrollment, especially among LMI households.

They had to enroll 12,000 customers in 6 months, with equitable representation across income levels.

SOLUTION

Build, test, and refine a market-ready TOD playbook.

We delivered a deeply strategic and over-performing pilot campaign:

Primary customer research segmentation & message testing
Bill redesign & behavioral research
Fully integrated and hyper-targeted media strategy
Optimization across channels and creative
Final, post-pilot, go-to-market plan for statewide rollout
The tactical plan for transitioning from opt-in to default TOD

Web

Website & Landing Pages

Tv & Video

Social

Paid Ads

Mail

Direct Mail & Printed Materials

Email

Automated Email Campaigns

SEO

Testimonial Content

CSR

Scripts

Photoshoot

Video Planning & Production

14,000+

customers enrolled
(17% over goal)

98%

retention rate

900%

increase in site traffic

48%

Email open rate (from 25%)

6.9%

CTR (benchmark of 5%)

2.8%

Net conversion rate (vs 0.5% benchmark)

Won Gold Awardsfrom Chartwell + CS Week Innovation Award

RESULTS

We helped PSEGLI define a winning formula for TOD—proven, inclusive, and scalable.

WATCH

“Time of Day”

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