Gainesville Regional Utilities | PHOS Creative

Gainesville Regional Utilities

Making Gainesville a Better Place to Live, Work, and Play


Gainesville Regional Utilities, known as GRU, is a multi-service utility owned by the City of Gainesville. It is the 5th largest municipal electric utility in Florida.

GRU serves approximately 93,000 retail and wholesale customers in Gainesville and surrounding areas, offering:

  • Electric
  • Natural gas
  • Water
  • Wastewater
  • Telecommunications services

GRU makes sure the city stays lit and the water keeps on pumping.

The Challenge

GRU’s online presence wasn’t living up to their high standards.

The public utility’s website was in need of a fresh look and a better user experience. Customers needed easy access to critical information such as accounts, outage maps, bill payments, and service options, through any device.

In the past, GRU faced a negative community perception and low engagement on their social channels. They knew they could combat this by showcasing the internal culture of the GRU family through social media.

GRU was ready to positively impact customer and public perception.

A Modern Presence for a Modern Utility

Our goal was to create a seamless customer web experience and present GRU as the knowledgeable, modern energy provider that they are. We unveiled a fresh, easy to use, modern website to facilitate communication between the company and its consumers.

The new website is bright, colorful, and more visual. It engages the viewer right from the very start. We created a clear path for customers to pay bills, report outages, and manage their services in an effort to make interacting with the site a pleasurable experience.

In addition, we strategized, created, and launched a new social campaign for GRU. Life+GRU is focused on turning public perception from a grudge into an appreciation. We positioned GRU through value-based living in five dimensions: productivity, health, community, commerce, and life/family.

Through social media strategy, execution, monitoring, and management, GRU’s brand now touches more customers than ever before. Social media acts as a touchpoint for customers to find out about events, keep up with their local community, and ask and receive help with GRU’s services.

We’ve created a personal experience through social media that engenders confidence in the GRU team.

The results have been a measurable increase in customer-to-follower ratio, a Facebook following that has over doubled in the last year alone, and an affinity for GRU through a well-defined value proposition that is bigger than simply utility services.