Powerit Solutions plugs energy-intensive businesses into the smart grid with an advanced energy management system that allows users to cut costs and increase efficiency. The Seattle-based cleantech company has a significant installed base and a strong story to tell, and tapped Thinkshift in 2009 for help in getting that story out to a wider audience.
We started by developing a basic messaging platform and launching aggressive outreach to trade media in Powerit’s key vertical markets: food and beverage, and foundry and metals. When that program was established and bearing fruit, we began targeting influential cleantech publications and reporters to build awareness of Powerit’s technology among potential partners and investors.
At the same time, we revamped the company’s case study program, developed new collateral designed to appeal to Powerit’s technically minded customer base and expanded the company’s messaging to provide detailed talking points tailored for priority customer groups.
Results of Thinkshift’s work with Powerit include:
>Regular coverage of Powerit in print and online
publications (for example, 19 articles through the first
six months of 2011).
>Consistent success in getting Powerit-bylined articles
published in target publications (7 articles from mid-2010
>An extended messaging platform that guides the growing
company’s employees in speaking consistently about
Powerit and its technology and aids the sales staff in
answering common questions from potential customers.
>Focused, professional collateral that presents Powerit as a
credible technology provider.
“Powerit is playing in a dynamic market, and that made it important to crystallize the messaging,” says Bob Zak, who worked closely with Thinkshift as GM/president, Powerit Solutions North America, and group vice president of business development and new markets. “Thinkshift played a leadership role in helping us do this. We chose to be very clear about what we were and were not, unlike many in the space. Thinkshift, as evidenced by our press activity, enabled us to make this message resonate, and as a result, Powerit now enjoys a strong position as a leader in this space.”
Zak adds, “I also valued Thinkshift’s smart advice on press interactions, which can be tricky; their ability to take technical material and distill it; and their project management skills, which kept a fast-moving company on task with key deliverables. Plus, they can be relied upon to choose a good red wine.”
Thinkshift continues to work with Powerit on communications strategy, public relations and a full spectrum of marketing tools.
· Public relations
· Communications strategy
· Fact sheets
· Case study program