Need To Impeach - Presidential Mental Health

Challenge: Despite 15 months of efforts by advocacy groups, both Congress and the national media largely avoided the question of Donald Trump’s mental fitness for office. The country’s biggest political donor tasked us with changing that.

Topics: Public Affairs

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.


Pitching Climate Change Impact Reports

Challenge: 

Topics: Digital Media & Advertising

TED Talk: Michigan Governor Jennifer Granholm

Challenge:

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 Digital Media & Advertising

Corporate Social Media Strategy & Management

Challenge:

Topics: Inbound Marketing

Ceres: Engaging state policymakers with an integrated advocacy campaign

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. 


Solution

Using the latest digital targeting/profiling technology, we developed an online advertising campaign that saturated select policy makers and their networks (advisors, family members, local media, local businesses, local regulators and other policy makers) in eight states. The videos featured compelling testimonials and stories from renewable energy/supply chain business voices on the idea that clean energy companies are not just local job creators, but are popular parts of the mainstream business community – providing clean, affordable and reliable electricity.   


Results: 

    • Produced 18 30-second videos across 8 states 

    • Received 842,252 video views (128% of original goal!) online

    • Achieved a very high view-through rate (72% with Facebook ads and 75% without) compared to similar campaigns, demonstrating a high interest in the messaging among our targets



 

 

 

 

 

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 and 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