Choice! Energy Case Study


Choice! Energy, a leading institutional broker of natural gas and electricity, had grown slowly and steadily by being opportunistic and emphasizing niche expertise. In 2002, Choice! engaged Dan Keeney’s services to implement public relations strategies to increase visibility and support its entrance into a new marketplace: providing its energy brokerage expertise to commercial and industrial end users in Texas’ deregulated market.


We positioned the company as an advocate for free, open and competitive energy markets, developing an article that took issue with the conventional wisdom that California’s energy crisis had killed competition. Editors and journalists ate it up.

We secured placement of the article in business and trade publications, including Energy, Power & Gas Marketing and World Energy. Our efforts also earned blanket coverage on Houston-area television and radio.


The media buzz established credibility for the new venture and helped earn Loya the honor of Male Entrepreneur of the Year from the Houston Hispanic Chamber of Commerce as well as becoming a finalist for Ernst & Young’s Entrepreneur of the Year Award.

“Dan increased our visibility and earned third party endorsements from business and trade publications,” said Sean Wright, vice president – operations. “Ultimately, his efforts helped our sales team by educating prospects and establishing our credibility among those who previously had never heard of us.”