Communicating complexity in the world of energy
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- Communicating complexity in the world of energy
Project: To increase share of voice in the demand response space, leading with energy as a service, and to position Enel X as an industry thought leader with local expertise.
Services: Media relations and creating content.
Results: Positioned Enel X as a leading provider of energy as service and innovator in vehicle-to-grid charging.
Enel X is a new business unit of the Enel Group, Europe’s largest electricity supplier, dedicated to radically improving the ‘energy cloud’ through the development of innovative products and services. Today, Enel X helps consumers in more than 30 countries create new value from their energy use.
The energy sector is undergoing a period of rapid transformation and markets are becoming increasingly volatile. Organisations are looking to reduce risk, improve budgeting and transparency and identify new potential sources of revenue from owned assets and strategic energy management.
Enel X wants to improve understanding of its role in the UK energy market, to raise its profile and promote its expertise in demand response, energy procurement strategies and electric vehicle infrastructure to a range of sectors.
We assessed the needs of Enel X and using our knowledge of the market were able to get up to speed quickly. We identified target audiences, developed key messages and prepared a ‘sprint’ campaign to raise awareness of the services and expertise it offers.
Our ideas for feature articles, focused on promoting each aspect of Enel X’s offering to key audience groups, secured coverage in relevant target publications. We also liaised directly with key customers to develop case studies across a number of vertical sectors.
By taking a proactive approach, we supported Enel X in preparing reactions to key industry events. We drafted statements, including press releases, to take advantage of news-jacking opportunities such as the publication of capacity market auction results.
We also secured high-profile speaking slots for Enel X management at key industry events. We engaged with journalists to set up interviews at the events to share Enel X’s messaging as widely as possible.
Since the launch of the Enel X brand, we have effectively communicated its expertise through leading energy publications by placing editorial. We have positioned them squarely as a thought leader in the energy as a service sector and raised awareness of the potential their service offers large energy users.
We have also effectively raised awareness within Enel X’s target audience around the suite of services it offers and the potential benefits those services bring, especially to major energy users.
Where appropriate, we work with Enel’s corporate communications team to ensure we align messages with the broader organisation and coordinate press release distribution.
Enel X values the knowledge and understanding we have within its target markets. This enables us to react quickly and produce high quality content to meet specific requirements. Our experience and flexibility are key features of this successful partnership.
