Past Events

Speaker Series

AMA in the PM: Marketing to Small Businesses with a Customer-Centric Approach

October 21, 2021 |
3 minute read

The effects of COVID-19 have brought many businesses face-to-face with a common challenge: maintaining their presence in an unprecedented marketplace.

When the pandemic hit, the marketplace – and the whole world – took a major shift. That shift, however, looked vastly different depending on the industry, the business, and the person. For many businesses, it was difficult to know how to proceed in this new environment with so many shifting priorities and requirements.

When the whole world is moving through unchartered territory and evolving in several different new directions, how do you evolve with it? Where do you start? Finding answers to these questions determined what the future would look like for many businesses.

In this AMA in the PM, Jacquelyn Zichos, Senior Marketing Specialist at Baltimore Gas and Electric (BGE), will discuss how the utility’s customer-first approach, grounded in extensive, ongoing research, has kept energy efficiency top-of-mind and supported small business customers throughout the pandemic. Through strategic planning and execution, BGE re-launched a successful marketing campaign that has allowed their Small Business Energy Solutions Program to not only survive – but thrive more than ever before.

Key Takeaways

  • Learn how to use research and focus group results to strategically build marketing campaigns
  • Discover how to adjust messaging and campaign goals in accordance with your target audience and their current needs
  • Understand how to evaluate all metrics when assessing campaign success. Conversions aren’t always the most important KPI

Virtual Event Details | Presentation and Q&A
Thursday, October 21, 2021 | 5:00 – 6:00 pm
You will receive an email 24 hours before the event with the Zoom meeting link and ID needed to join.

Ticket sales will end two hours prior to the event’s start time. Non-members rate will increase 24 hours before the event.

Meet the Presenter

Jacquelyn Zichos

Jacquelyn Zichos
Senior Marketing Specialist, Baltimore Gas and Electric (BGE)

As a senior marketing specialist, Jacquelyn Zichos has developed and implemented award-winning integrated marketing communications campaigns for BGE. She manages the B2B marketing strategy and advertising campaign development for several brand initiatives and energy efficiency programs across multiple communications platforms. She has been recognized by the American Marketing Association, International Association of Business Communicators and Public Relations Society of America for her work in a wide-range of marketing and communications channels.

Jacquelyn has more than 15 years of marketing, public relations and community affairs experience. Prior to joining BGE, she served in public relations, followed by the marketing and community affairs roles at University of Maryland Medical System and at Corporate Communications Alliance, an Annapolis-based public relations firm, where she worked with stakeholders and marketing leadership to define client strategies, campaign objectives and target audiences.

Jacquelyn holds a degree in public relations from Salisbury University. She is active in health-related civic and charitable organizations. She has raised more than $75,000 for the Maryland Chapter of National Multiple Sclerosis Society and has organized and managed more than 70 breakfast services for the Ronald McDonald House Charities of Baltimore.


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