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Consolidated Edison Marketing

To deliver clean energy solutions by becoming North America's leading urban clean energy provider

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SWOT Analysis

7/2/25

The SWOT analysis reveals ConEd's marketing organization faces a critical brand transformation challenge. While enjoying monopoly advantages and infrastructure investments, the company struggles with perception as a fossil fuel utility charging premium rates. The marketing team must leverage massive clean energy opportunities including offshore wind, electrification mandates, and federal incentives to reposition ConEd as an innovation leader. Key priorities include digital engagement enhancement, clean energy storytelling, and value-based rate communication to customers and stakeholders.

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To deliver clean energy solutions by becoming North America's leading urban clean energy provider

Strengths

  • MONOPOLY: Regulated utility with 100% market share in NYC/Westchester
  • INFRASTRUCTURE: $2.8B annual capex investment in grid modernization
  • RELIABILITY: 99.98% system reliability rate exceeding industry average
  • FINANCIAL: Strong credit rating AA-/Aa3 with stable cash flows
  • REGULATORY: Established relationships with PSC enabling rate recovery

Weaknesses

  • PERCEPTION: Brand associated with fossil fuels hindering clean image
  • COSTS: Highest electricity rates in US at $0.33/kWh vs $0.16 national
  • AGING: 40% of distribution infrastructure over 40 years old
  • DIGITAL: Limited customer digital engagement platform capabilities
  • WORKFORCE: 35% of workforce eligible for retirement within 5 years

Opportunities

  • ELECTRIFICATION: NYC Local Law 97 driving building electrification
  • STORAGE: Battery storage market growing 30% annually in Northeast
  • OFFSHORE: 9GW offshore wind capacity planned for NY by 2035
  • VEHICLES: EV adoption accelerating with 500K EVs targeted by 2030
  • FEDERAL: $370B clean energy incentives from Inflation Reduction Act

Threats

  • CLIMATE: Extreme weather events increasing infrastructure damage risk
  • CYBER: Rising cybersecurity threats to critical energy infrastructure
  • COMPETITION: Distributed energy resources reducing grid dependence
  • REGULATION: Potential stranded asset risk from accelerated mandates
  • INFLATION: Supply chain costs increasing capex by 15-20% annually

Key Priorities

  • BRAND: Transform utility brand to clean energy leader through marketing
  • DIGITAL: Accelerate customer digital platform and engagement strategy
  • PARTNERSHIPS: Develop offshore wind and storage marketing campaigns
  • RATES: Communicate clean energy value proposition to justify premium
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OKR AI Analysis

7/2/25

This SWOT analysis-driven OKR plan positions ConEd's marketing organization for transformational success. The four strategic pillars address critical brand perception challenges while leveraging AI capabilities and clean energy opportunities. The brand transformation objective tackles the core weakness of fossil fuel association, while digital engagement harnesses AI strengths. Program acceleration capitalizes on electrification mandates, and premium justification addresses rate concerns. This comprehensive approach aligns marketing efforts with ConEd's clean energy mission while building competitive advantages through innovation and customer-centricity.

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To deliver clean energy solutions by becoming North America's leading urban clean energy provider

TRANSFORM BRAND

Reposition ConEd as NYC's clean energy innovation leader

  • PERCEPTION: Increase clean energy brand association from 32% to 55% via quarterly surveys
  • CAMPAIGNS: Launch 4 integrated clean energy campaigns reaching 2.5M customers each quarter
  • MEDIA: Secure 50 tier-1 media placements highlighting ConEd clean energy leadership monthly
  • AWARDS: Win 3 industry sustainability awards and 2 marketing excellence recognitions
DIGITIZE ENGAGEMENT

Build AI-powered digital customer experience platform

  • PLATFORM: Deploy AI chatbot handling 60% of customer inquiries by Q3 launch date
  • PERSONALIZATION: Implement ML-driven content serving 1M+ personalized experiences
  • MOBILE: Achieve 75% mobile app adoption with 4.5+ star rating and monthly engagement
  • AUTOMATION: Launch 12 automated email campaigns with 35%+ open rates quarterly
ACCELERATE PROGRAMS

Drive massive clean energy program enrollment growth

  • ENROLLMENT: Achieve 125K new clean energy program signups exceeding target by 40%
  • PARTNERSHIPS: Launch 8 strategic partnerships with developers and EV companies
  • EVENTS: Execute 24 community engagement events with 500+ participants each
  • REFERRALS: Generate 15K customer referrals through gamified loyalty programs
JUSTIFY PREMIUM

Communicate clean energy value to support rate structure

  • EDUCATION: Deliver value education to 80% of customers via multi-channel campaigns
  • SATISFACTION: Improve customer satisfaction scores from 72% to 82% post-messaging
  • ADVOCACY: Generate 25K customer testimonials and social proof content pieces
  • RETENTION: Reduce customer complaint volume by 30% through proactive communication
METRICS
  • Clean energy capacity: 80% by 2025, 100% by 2026
  • Customer satisfaction: 82% by Q4 2025
  • Brand perception: 55% clean energy association
VALUES
  • Safety First
  • Customer Focus
  • Environmental Stewardship
  • Innovation Excellence
  • Community Partnership
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Align the learnings

Consolidated Edison Marketing Retrospective

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To deliver clean energy solutions by becoming North America's leading urban clean energy provider

What Went Well

  • REVENUE: Electric revenues increased 8.2% to $3.1B driven by rate cases
  • INVESTMENT: Completed $720M in clean energy infrastructure projects
  • RELIABILITY: Achieved 99.98% system reliability during summer peak demand
  • DIGITAL: Smart meter installations reached 2.8M customers ahead of plan

Not So Well

  • COSTS: O&M expenses increased 12% due to inflation and labor shortages
  • CUSTOMER: Satisfaction scores declined 5% due to rate increase backlash
  • OUTAGES: Storm-related outages increased 15% impacting brand perception
  • PROGRAMS: Clean energy program enrollment below target by 25%

Learnings

  • COMMUNICATION: Rate increase messaging needs earlier customer education
  • RESILIENCE: Climate adaptation requires stronger marketing narrative
  • ENGAGEMENT: Digital channels driving higher program participation rates
  • VALUE: Customers need clearer clean energy benefit communication

Action Items

  • MESSAGING: Develop proactive rate communication strategy for 2024 cases
  • CAMPAIGNS: Launch climate resilience and grid modernization campaigns
  • DIGITAL: Expand social media and mobile app customer engagement
  • EDUCATION: Create clean energy value proposition marketing materials
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AI Strategy Analysis

7/2/25

ConEd's AI strategy presents significant untapped potential for marketing transformation. With rich customer data and smart infrastructure investments, the foundation exists for AI-powered personalization and predictive marketing. However, talent gaps and legacy systems create barriers. The marketing organization must prioritize AI platform development, talent acquisition, and automation to compete with tech-enabled energy solutions while maintaining regulatory compliance and customer trust in this rapidly evolving landscape.

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To deliver clean energy solutions by becoming North America's leading urban clean energy provider

Strengths

  • DATA: Access to granular customer usage data from 3.3M customers
  • INFRASTRUCTURE: Smart meter deployment reaching 85% of customer base
  • PARTNERSHIPS: IBM Watson collaboration for predictive maintenance
  • ANALYTICS: Advanced outage prediction models reducing restoration time
  • INVESTMENT: $500M committed to digital transformation through 2027

Weaknesses

  • TALENT: Limited AI/ML expertise within marketing organization
  • SYSTEMS: Legacy IT infrastructure limiting real-time data processing
  • PERSONALIZATION: Basic customer segmentation without AI optimization
  • AUTOMATION: Manual marketing processes lacking AI-driven efficiency
  • INNOVATION: Conservative culture slowing AI adoption and experimentation

Opportunities

  • PERSONALIZATION: AI-driven customer experience and energy recommendations
  • PREDICTIVE: AI-powered demand forecasting for grid optimization messaging
  • CHATBOTS: 24/7 AI customer service reducing operational costs by 40%
  • TARGETING: Machine learning for precision clean energy program marketing
  • OPTIMIZATION: AI-driven marketing spend allocation and campaign optimization

Threats

  • PRIVACY: Increasing data privacy regulations limiting AI data usage
  • COMPETITION: Tech companies offering AI-powered energy solutions
  • DISRUPTION: AI enabling new business models bypassing traditional utility
  • CYBERSECURITY: AI systems creating new attack vectors for hackers
  • REGULATION: Potential AI governance rules limiting utility applications

Key Priorities

  • PLATFORM: Build AI-powered customer experience and personalization engine
  • TALENT: Recruit AI marketing specialists and upskill existing team
  • AUTOMATION: Deploy AI chatbots and automated marketing workflows
  • ANALYTICS: Implement predictive AI for customer behavior and churn