Fargo INC! February 2016 | Page 42

MARKETING Sundog Interactive Otter Tail Power Company is one of Fargo-based Sundog Interactive's more unique clients. For one, they're a regulated electric utility, meaning they generate and distribute electricity in a regulated market. Also, their audience is fixed. So if you live in a given pocket in the tristate area, Otter Tail's your electic provider. This means Sundog spends less time and resources on identifying the company's target market and more time engaging with who they know is already there. We spoke with Jason Jacobson, a creative strategist and a Sundogger who's worked on the Otter Tail account for four years, about some of the unique challenges of doing marketing work for the client, as well as some of the ways Sundog is moving away from a census-type approach to marketing. 40 FEBRUARY 2016 By Nate Mickelberg | Photos by J. Alan Paul Photography & courtesy of Sundog Marketing Matchmakers