ITC Holdings Corp.

Web Design: Re-energized ITC’s online presence

ITC, the nation’s largest independent electricity transmission provider, partnered with Informatics to redesign two key websites: the company’s main corporate site, and Modernize the Grid, an advocacy site dedicated to advancing the transmission industry.

From the outset, the challenge was clear: Organize and streamline a complex corporate website representing three distinct operating companies across the Midwest and Great Plains. Our teams collaborated closely with ITC’s in-house staff and a range of subject-matter experts (SMEs) to gain an in-depth understanding of the transmission industry. Then, we got to work creating site architectures, page templates, and SEO-focused content that aligned with the company’s strategic objectives and cost-efficient focus.

Additionally, we developed a series of required microsites for ITC’s newest transmission projects, and targeted landing pages to support its college recruitment. The company now enjoys a refreshed online presence that appeals to its audience of energy experts, and meets regulatory and stakeholder expectations.

Digital Marketing: Built awareness for the future grid

Informatics also leveraged its digital marketing expertise to develop cost-effective solutions supporting ITC’s launch of Modernize the Grid and its annual college recruitment campaign.

Targeting the right audience was key for Modernize the Grid, where success hinged on engaging policymakers, regulators, legislators, and energy advocates without a lot of excess marketing spend. Our team produced a series of targeted Google Ads and LinkedIn Ads coupling transmission visuals with action-oriented messaging designed to drive viewers to more in-depth website content. The result? More traffic and engagement from both platforms, and more engagement by visitors.

For career fair awareness, we used geofencing ads to reach specific collegiate audiences directly on their mobile devices. LinkedIn campaigns were also employed to target students by field of study, location, and other relevant factors, boosting ITC’s visibility within the right talent pools.