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NRG Energy Case Study

NRG Goes Beyond the Share Drive so Marketing Campaigns Can See the Sun

The challenge

NRG Energy, Inc., a Fortune 250 and S&P 500 company, is America’s largest competitive power generator, serving over 46 million homes across 47 states. However, when it came to promoting their outstanding services and customer support, marketing communications were stuck in-house on a “junk drawer” server that made content incredibly difficult to find. When key assets were updated, it was nearly impossible to locate the most up-to-date versions.
Fed up salespeople in the field simply abandoned the junk drawer altogether and contacted marketing directly for help. Creative requests were overwhelming the marketing department. NRG needed a solution – and they needed it to deploy quickly.

Change comes quickly with MarcomCentral

NRG turned to MarcomCentral to help improve their internal marketing distribution systems. They started with their own internal field sales organization and deployment quickly spread across their external partners and sales channels. In less than 90 days, MarcomCentral helped them create a custom, online marketing communications portal that housed 100+ customizable marcom pieces. Yet, it wasn’t just the turnaround time that impressed NRG.

The results speak for themselves

Their MarcomCentral portal was not only user-friendly but highly organized. Hide and seek was eliminated – all assets were clearly displayed within a user interface aimed at helping users find what they needed fast. Plus, unique user logins empowered everyone to have immediate access to only the campaigns that matched their need.
Valuable resources were saved, as creative teams could now spend more time creating than updating. Quick revisions to customize messaging were permitted by MarcomCentral, but only using dynamic content choices pre-authorized by the marketing team. Users now created custom, localized communications they needed but never beyond NRG brand boundaries. To keep pieces updated and sharable, the marketing team simply uploaded them to the portal. This accuracy of regulated data and messaging was something their legal and compliance teams also agreed were huge wins for the entire business.
NRG
Communications were housed in a “junk drawer” which made locating collateral and distributing updated assets very difficult. Creative requests from the field were overwhelming the marketing department.
In less than 90 days, NRG had a custom, online marketing communications portal that housed 100+ customizable Marcom pieces.
The Results:
  Full deployment: within 90 days
  100+ customizable marketing communications
  180 marcom orders already processed
  1700+ downloads
  Nearly 95% of total users already using the portal
  Integrating with their digital asset management system
  More than 350 marketing assets