The Net Zero Heroes

Dangers and Desires

Previous to the thought leadership work, we had partnered with ITPEnergised in helping them to define a communication strategy. The team there are marketing-savvy and understand that brand-building work doesn’t stop once the strategy is in place — in fact, that’s only the beginning.

The next leg of the journey

ITPEnergised knew that to increase awareness amongst their target audiences and, in turn, fill their sales funnel, they needed to embark on an earned media campaign.

Drawing on the key messages established in the communication strategy, this campaign would take the form of a thought leadership programme. The challenge was that ITPEnergised’s subject matter experts were time poor, and existing relationships with trade media were very limited and needed to be nurtured.

To the rescue

With a 100% performance guarantee of securing thought leadership coverage and over two decades of experience in working with its target trade media, ITPEnergised turned once again to EC-PR.

Design

Our task was to secure and generate thought leadership content attributed to ITPEnergised’s experts, while keeping the onus off them in terms of demands on their time.

The approach we took to achieve this involved EC-PR shouldering as much of the responsibility as possible, while only requesting the client’s time when it was absolutely necessary, such as at the points of information-gathering and final approval.

Brilliant ideas bank

Our approach was to facilitate the creation of a Brilliant Ideas Bank in collaboration with ITPEnergised’s subject matter experts. The Brilliant Ideas Bank is a repository of seed ideas designed to capture the media’s interest. Critically, the topics strategically aligned with the communication strategy, showcasing ITPEnergised’s level of expertise on net zero and addressing the key pain points their target audience faced.

Securing media stories

Once these ideas were compiled and agreed, we began the roll-out of the earned media campaign programme. This saw us pitching articles to target journalists and liaising with them to ensure their specifications were met.

Interviewing subject experts

We arranged interviews with the subject matter experts at times convenient to them. The interviews were pre-arranged with top-line questions submitted in advance to give the interviewees maximum time to prepare, while minimising the impact the campaign would have on their day-to-day role.

For optimal time efficiency, interviews were recorded, allowing us to refer back to them when writing up the articles.

Authoring content

Our team of accomplished technical writers saved the client time and hassle by authoring the content on their behalf, and subject to their approval. The process of generating the articles was therefore streamlined and made simple, keeping the time required from the subject experts to a minimum and allowing them to focus on their main jobs.

Distinction

100% of the thought leadership article ideas we pitched resulted in secured coverage.

As a result, ITPEnergised’s thought leadership coverage on net zero appeared in top-tier and highly targeted media including:

• Investment Week
• Energy Voice
• Renewable Energy magazine
• Offshore Wind Journal

Client praise

ITPEnergised were highly complimentary about our work, commenting specifically on how easy it was to deal with us and how reassured they were that we could deliver such a high quality of service and level of coverage, without relying heavily on their people’s time.

Our strategy paved the way for ITPEnergised to increase its share of voice, which it achieved during the execution stage of the campaign, when the company’s experts started to become recognised as highly respected thought leaders in their field.

ITPEnergised is now preparing for a follow-up wave of activity, designed to further cement their position as experts in their industry.