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Business Info

Business Name

ComEd

What do you do?

Commonwealth Edison Company, perhaps better known as ComEd, is a unit of Chicago-based Exelon Corporation (NYSE: EXC). Exelon is one of the nation's largest electric utilities, with approximately 5.4 million customers. ComEd provides service to approximately 3.8 million customers across Northern Illinois, or 70 percent of the state's population.

ComEd is an energy delivery company. We do not own power plants and we do not make electricity. We deliver electricity to your home or business. To do this, we manage more than 90,000 miles of powerlines in an 11,400-square-mile territory. Since 2001, we have invested more than $5 billion in our electrical transmission and distributions system to continue to provide customers like you with the quality service you expect and deserve.

Providing safe, reliable electric service to our 3.8 million customers is just part of what we do. We also help you discover new ways to save money on your electric bill, and show you how you can help the environment by decreasing your carbon footprint. We're doing our part for the environment as well.

Another ongoing priority at ComEd is finding new ways to improve our service to our customers. We pursue this goal through a variety of efforts that include:

*Programs to help you better manage your electric bills
*Championing investments in technology that can lead to shorter, fewer outages and better information that can empower you to make smart choices about your energy usage
*Demonstrating a spirit of community service
*Generous corporate giving

How many pages of print design do you need?

One Page; Front and Back. All primary content should fit on the front page. The back page should ONLY be used to list any outages a customer may have experienced, however, we would like to see design options for presentation of this content.

List the size requirement(s) for your print design

Size for this project is 8 1/2 x 11
Please make sure your front and back submissions is in one entry as it's easier for us to review.

Target Audience

What is your industry?

Other

Describe the target audience for your print design

The target audience is our 3.4 million residential customers.

What 3 things would you like to communicate to your audience through your print design?

ComEd proposes to provide each residential customer with a personalized outage history/reliability report/infographic. It will offer customers a personal look at ComEds power reliability performance at the household level and place actual data into the hands of customers. The objective is to proactively provide important, relevant, personalized information to customers, leaving them with a more favorable impression of ComEd. Additionally, it will afford an opportunity to provide specific information about completed smart grid work or other reliability-related enhancements. Ultimately, we would like customers to have enough information to recognize that their actual power reliability is much better than they may perceive.

We conducted focus groups and surveys around the letter that you will see attached. Here are some key feedback items to keep in mind as you go through your design:


a. Highlight how long power was out, what caused the outage, and how those causes have been or will be addressed.
b. The least favorite part of the reliability report mock-ups were the red circles with information about ComEd instead of something about each customers location.
c. They found it reassuring that ComEd knew about the quality of service in each home in terms of
i. Number and duration of outages
ii. Cause(s) of outage(s)
iii. Associated repairs
d. There needs to be fewer words and more graphic messaging using icons, graphs or other visual cues.
e. Use outage, not interruption, when power is out for more than a few minutes.

A few additional items to factor into your design:
1) The time period for your design should be quarterly; please include the period 'July-September 2015)
2) Include a note in the design that indicates a power outage is defined as "a loss of power lasting 5 minutes or more."
3) We would like to see designs that incorporate comparison data (your reliability this quarter vs. your reliability during the same period of time last year)
4) There are a number of customers who will not have experienced an outage during the specified time. You will need to account for this in your design - possibly by creating two variations of the design (One for customers with no outages during the specified time frame, and one if there were one or more outages).
5) Please title your design "Your Personalized Reliability Report".
6) Customers were asked the following question: "For this question, you will have 100 points to allocate across several possible items that could be included as part of your historical outage information. Please allocate 100 points across the five items below based on how important the item is to you personally. The more important the item is, the more points you should give it. You can allocate between 0 and 100 point to each, but your total allocation must add to 100." They responded as follows:
a) Cause of each outage over 5 minutes - 28 points
b) Total number of minutes your home was without power for each outage over 5 minutes - 24 points
c) Listing of completed projects to prevent or minimize the number of outages in your town/community/city - 17 points
d) The date for each outage over 5 minutes in length - 16 points
e) Comparison of your outage history with the history of your town/community/city - 15 points

Style and Concept

What print design styles do you like?

Something easy to read and understand while eye catching and focused on what our customers value. Graphical representations are preferred to simple text, paragraphs and numbers.

Please take a look at our residential bill to see the current bill design (Attached)

A sample design that is also appealing (but in no way binding) can be viewed at: http://www.emersonnetworkpower.com/en-US...

What colors do you want to see in your print design?

We do not want to restrict the designers too much. Designers should be cognizant of the number and variation of colors contained as there are cost impacts to consider. For reference only, ComEd colors are Pantone 200 (Red); Pantone 431 (Gray), and Pantone 3135 (Blue). You can visit ComEd.com to view our corporate color scheme in use. You can also view the ComEd Colors attachment for additional approved colors.

What colors do you NOT want to see in your print design?

Themes should be discernible to the color blind.

What adjectives should best describe your print design?

Visual, understandable, simple, readable, creative, and innovative. Elegant simplicity is a motto we try to live by. Don't forget - We are looking for innovation and variety.

How will you use the print design?

The winning design(s) will be used in marketing research focus groups with customers. Based on that feedback, ComEd will finalize a new-to-customers report that communicates their personalized power reliability and outage information. The design will be distributed to customers with their monthly ComEd electric bill on a quarterly basis. (See attachments for a sample of our electric bill).

What content must be included in the print design?

See attached files:
- ComEd Logo
- Sample content for the report (File name: CED-3891 Reliability MinOutages Report_V4.pdf)
- Additional content that can be included is a listing of each outage the customer experienced. Details of the outage are: date, duration of the outage, probable cause of the outage.

Materials

Contract
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