Generating Leads and Awareness for a Renewable Energy Developer

 

Topics: Marketing & Communications Inbound Marketing

Moving An Industry Leader Into Thought Leadership

Challenge: Vestas’ high-octane president of its largest market group (U.S. and Canada) wanted to boost sales with a public case that wind is the most economic new energy choice for utilities and other customers.


Topics: Thought Leadership

Pitching Climate Change Impact Reports

Challenge: 

Climate change research organization has research products that hyper-localize the effects of climate change to drive home its effects on the lives of ordinary Americans. Our client’s goal was to ensure their findings were seen by a wide range of Americans across the entire country.

Topics: Digital Media & Advertising

TED Talk: Michigan Governor Jennifer Granholm

Challenge:

Topics: Thought Leadership

Expanding Customer Offerings In North America

 

Challenge:

In April 2015, E.ON, the world’s largest investor-owned utility and one of the largest U.S. renewable energy generators, was ready to take its customer offerings in North America to the next level — utilizing its global expertise in energy asset management, maintenance and service for the benefit of North American renewable energy projects.

Topics: Marketing & Communications Thought Leadership Digital Media & Advertising

Corporate Social Media Strategy & Management

Challenge:

Our client wanted to build brand awareness and loyalty in the United States market. To maximize Return On Investment, our client tasked Tigercomm with creating and executing a plan to: Promote awareness of our client’s core values, engage potential commercial or utility-scale customers, and drive traffic to the our client’s website.

Topics: Inbound Marketing

Ceres: Engaging state policymakers with an integrated advocacy campaign

Challenge:

Several state renewable energy policies were at risk, including a Renewable Portfolio Standard in Ohio and a bill to help expand solar power in North Carolina. We needed to engage constituents in key states to help swing the pendulum in favor of clean energy policies. 

Topics: Public Affairs Marketing & Communications Digital Media & Advertising

Micro-Targeting Policymakers with Digital Video Ads

Challenge:

During the past few years, an unfavorable political environment and attacks by entrenched interests were eroding support for various clean energy sources. Building on the progress of A Renewable America's field and traditional PR efforts to counter this trend, we needed a creative and impactful way to continue pushing clean energy out of the culture wars. 

Topics: Public Affairs Digital Media & Advertising

Using a Product Launch as a Brand Builder

Challenge: 

After a European launch of its newest panel received minimal attention, the world’s largest panel maker wanted to showcase the product in the U.S. market. But Trina Solar faced an industry downturn and little perceived difference between competing manufacturers’ panels.

Solution: 

Design & execute a U.S. product launch plan, showcasing the new Trina Solar panel as lead component in company’s commitment to being a full-service provider.

  • Positioned panels as part of complete solution to highlight panel performance and easy-to-install features, as well as new service from Trina Solar to help companies with their panel installations 

  • Targeted and briefed a core group of influential industry reporters to break and frame the story, then used resulting coverage to build additional attention and media momentum
  • Media trained and staffed a new executive lead for briefing interviews

  • Used pre-packaged video to highlight the ease of installation, while we teamed with Trina Solar’s marketing team to develop a splash page and collateral

Results:

Boosted media coverage by converting the story from just another product launch to positioning of company as leading a sector change:

  • 21 stories in customer-facing trade publications, including: Renewable Energy Focus, Clean Energy Authority, Power Engineering, PV Tech, Solar Builder and Solar Industry magazine

  • Trina Solar’s stock increased 10% following day
 

 

 
 

Shifting Solar Industry Coverage Away from the Negative Solyndra Story to a Positive Jobs Story

Challenge: When The Solar Foundation (TSF) released its second annual National Solar Jobs Census, it faced a number of challenges in getting media attention. TSF released the report in a crowded news environment, including the intense coverage of the high-profile Solyndra bankruptcy that had called clean-energy growth into question.

But not only did the solar industry need a positive new lift that the Census’s encouraging findings could provide, TSF needed reporters to understand its Census’s rigorous methodology so it could be seen as the emerging standard in tracking clean-energy jobs.

Solution: Tigercomm responded to the challenge by:

  • Working closely with TSF to identify the key findings in the Census to drive a simple, powerful message that solar jobs had doubled while fossil fuel jobs had shrunk amidst a weak economy

  • Developing a comprehensive, two-phase earned media strategy that centered on showing that, unlike Solyndra, the solar industry was growing American jobs. In the first phase, Tigercomm launched the preliminary topline figures of the solar jobs census at the height of the Solyndra aftermath in mid-September. In the second phase, TSF released the full census at the start of the Solar Power International 2011 (SPI) trade show and conference for maximum news attention

  • Providing a half-day media training to Andrea Luecke, The Solar Foundation's Executive Director

  • Pitching the census to a wide range of reporters who cover energy, employment and the national economy before, during and after the SPI conference. This included a series of advanced, embargoed briefings

  • Using an early taping of Andrea’s message at the Communicating Energy Lecture Series, sponsored by Tigercomm’s Scaling Green blog, to provide an online video release of the results to supplement initial coverage

  • Working with a broad set of state organizations to secure localized media coverage for state-specific job numbers. Local jobs census figures were included in stories in Arizona, California, Colorado, Florida, Massachusetts, North Carolina, Oregon and Texas

  • Hosting a Scaling Green video booth at the TSF Census release party, at which industry influentials were interviewed about the Census results. The taped segments were distributed to interviewees for distribution on their online platforms, further spreading the word about the Census

  • Taking advantage of opportunities to insert the solar jobs census into other stories focused on the state of renewables in general, and solar in particular

  • Getting the word out on blogs like Huffington Post and the National Journal Energy & Environment Experts blog and creating an infographic which was picked up by CleanTechnica and other influential cleantech blogs

  • Securing broadcast interviews with E&E News - On Point, Renewable Energy World and WBUR (Boston)

Results:

TSF’s 2011 solar jobs census received widespread attention from major media outlets such as National Public Radio, CNN, Fast Company, The New York Times, The Wall Street Journal, US News & World Report, Huffington Post, Los Angeles Times and The Miami Herald, among others. In total, the launch of the Census has generated 334 on-message news hits and re-postings, as well as tens of millions of impressions to date.