UPS Systems (event)

The client

It’s time to start fuelling a cleaner future. Fuel cells are changing the face of energy. Put simply, a fuel cell is a device that generates electricity, some heat and water, by reacting fuel and air together without burning.

Our client, UPS Systems, is now the UK's leading provider of fuel cell systems, having installed more units in the UK than any other provider. Its fuel cell expertise spans portable and stationary applications for both prime (i.e. continuous) and standby power. UPS Systems has also been involved in a number of groundbreaking installations, including the Renewable Hydrogen Research and Development Centre at Baglan Energy Park and the Environmental Energy Technology Centre (EETC) in Rotherham. The EETC is a carbon-neutral building producing hydrogen through renewable energy sources to power a fuel cell and create electricity for the centre.

Their needs

We have worked with UPS Systems on several campaigns to raise awareness and help gain acceptance of fuel cells as an alternative source of sustainable energy that is ready for market adoption. Through our campaigns, we have helped UPS Systems to achieve a position of industry leadership as more people continue to turn to it for guidance and expert advice.

We worked with UPS Systems to educate the market about what fuel cells are. We then focused on the business benefits. Now that the technology is commercially viable, we want to spread the message that UPS Systems is best placed to help organisations understand what kind of fuel cell is right for their needs. By moving the campaign messages on in this way, we continue to deliver real business results.

What we did

We thought about how to create a campaign that would generate leads and support the sales team, while reinforcing UPS Systems’ industry leadership. The result was a groundbreaking seminar hosted by UPS Systems called ‘Fuel cells...real world applications for business’.

Where other fuel cell events have in the past focused on technical and academic discussions about technology, UPS Systems’ event was groundbreaking – the first of its kind in the UK to discuss commercial applications. It provided organisations with an insight into fuel cell solutions by featuring case studies to highlight their business benefits. The agenda included presentations from some of the industry’s leading experts, and demonstrations of the latest commercial fuel cell products.

The campaign was about more than just the day itself. We wrapped it up in an integrated PR campaign that used the power of the media to heighten interest in the seminar and drive delegate registrations. The campaign targeted professionals working in the IT, electrical engineering, remote monitoring/telemetry, traffic signage, and security industries and covered the whole of the UK.

The results

Over a six month period, we:

issued 16 press releases that achieved coverage in over 200 publications
delivered six feature articles as a result of the press releases, reaching a total combined print circulation of 73,000 readers
achieved 120 pre-registered delegates, resulting in 75 attendees on the day
received three interview requests
were asked to write a whitepaper for a leading publication in the power industry, and
were invited to give a keynote speech at an international energy conference.

Roger Foggitt, marketing manager, UPS Systems, said, “Resonates designed and executed a flawless campaign that met our objectives and delivered real business results.

"The feedback we received from the delegates about the seminar was really positive – 66% rated it as ‘excellent’ with the remainder rating it as ‘good’. Furthermore, 67% of delegates said the seminar had changed their opinion of fuel cells – a huge achievement and testament to the effects of Resonates' PR campaign.”

Tom Sperrey, managing director, UPS Systems said, "Just days after the seminar, we were taking new orders, and receiving enquiries from several companies wishing to adopt fuel cell technology. There’s no doubt that this event brought marketing and sales together to deliver business results for our company.”

Our view

We love working with UPS Systems because they are passionate about achieving widespread adoption of fuel cells in the UK. As an independent provider of fuel cell technology, the company has relationships with some of the world’s leading manufacturers, which helps add to its credibility and position of authority.

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