DTE logo
Agency of Record
Utilities

lighting up customer satisfaction

Brand Development
Activation
Local Communications

a true client relationship

For 14 years, REGROUP has been the Agency of Record for DTE Energy. With 2M electric customers and 1.3M natural gas customers, we do quite a bit to help DTE communicate with all of them.

Find Truth

keeping things positive

Customer satisfaction scores are a key performance indicator for DTE. Through research and our own experiences through the years, we’ve learned that ongoing communications that inform customers about positive things DTE is doing can improve scores.

Build Trust

communicating effectively

REGROUP develops campaigns that highlight safety and reliability improvements, clean energy generation, energy efficiency money-saving programs, and crisis communications. From big branding work to localized, neighborhood-level communication, we maintain informative, relevant, and emotive messaging that has increased customer satisfaction.

power growth

key metrics

Helped them reach #1 position in JD Power in the Midwest

Drove Behavior: Ipsos research showed that 74% of customers who saw the energy efficiency commercial said that they would visit the DTE website.

awareness

customers WANT to know about their utilities.

We develop campaigns that showcase evidence that DTE is managing for today and planning for tomorrow.

environmental

natural gas safety

electric reliability

Getting
Local

hyperfocused.
hypertargeted.

We work to show people what’s going on in their area right down to the streets and intersections.

Shifting Behavior

going beyond just informing.
DTE Energy Shift & Save Tips

For products and programs that directly benefit customers, we create awareness and encourage customers to shift their behavior. These creative campaigns are geared towards action.

+146%
shift to online tools to move service
74%
of viewers would visit the DTE website

crisis management

Increasingly severe weather can result in power interruption, requiring messaging that isn’t part of a pre-planned schedule. REGROUP developed a turnkey program to deploy safety communications within one hour of the onset of outages, and an ongoing plan for extended interruption.

Thank you very much for the tremendous amount of hard work and passion that you brought, again, to our very challenging needs for this historic storm. It’s incredibly crucial work, it was not just important factual information and brand support, it may have saved lives. It is great to know that when it gets tough, your team is there, immediately and without question jumping into action and helping us to think proactively and act deliberately during crisis. You are fabulous and you have a special group.

colin kennedy

Director of Brand, Advertising and Digital Marketing

It’s not all pipes and power lines.

REGROUP also does work across affiliated DTE organizations, like their charitable foundation. It’s our honor to help promote these great causes.

Awards

While results are our focus, it’s always nice to be recognized for good creative.

EMMY
TELLY
AAF Best of Show
E-Source National Utility Ad Awards Best Gas Campaign

Whenever there is a need,

REGROUP is here to help DTE and other utility companies.

REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.

REGROUP’S ROOTS RUN DEEP

Janet Muhleman co-founded Group 243 in Ann Arbor in 1975. Since then, her agency’s innovative holistic customer experience perspective drew the attention of clients and national and international agency holding companies alike.

By the time Jan and her veteran leadership team decided to buy back their independence in 2003, the agency had embedded additional DNA from some of the top agencies in the industry: including Omnicom and WPP. REGROUP’s founding that year allowed the team to tightly re-integrate their offerings around their long-standing customer experience approach and select opportunities based on a match of values and commitment to mutual growth. Those criteria remain today.

Throughout its history, REGROUP has remained independent and committed to using business as a force for good. We continue to help complex organizations align internally and externally through our brand + performance philosophy.