In 2014, Oncor—Texas’ largest transmission and distribution electric utility—launched The Wire, an online newsroom populated with topical information for both consumers and energy experts. The goal? Help reinforce the company’s image as a trusted adviser within the energy industry. To drive traffic to the site, Oncor tapped Marketwave, and that’s when our media plan came into play. Our team developed press kits, complete with informational booklets introducing the newsroom and a piece of 6-inch conductive wire symbolizing the site’s namesake. Forty kits later, each one was hand-delivered to members of the media across Oncor’s service territory, ensuring that the company—and The Wire—were top of mind.