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How SMUD exceeds its marketing KPIs

SMUD is this year’s Marketing Visionary Award Winner.

The Marketing Visionary Award goes to Sacramento Municipal Utilities District (SMUD), a community-owned, not-for-profit electric utility serving approximately 600,000 residential and commercial customers in Sacramento County, California. SMUD has repeatedly turned to its insight communities for feedback and collaboration in developing advertising campaigns, from concept development, to scripts, images, and testing during the production process. Making decisions based on direct customer feedback has resulted in its marketing campaigns consistently achieving or exceeding goals, and the speed, efficiency, quality and volume of insight from the community could not be matched with traditional market research approaches.