Method: Public relations: news releases, contributed feature articles, case studies, media/analyst relations, social media.
Results: Significant increase in media coverage and share of voice, upturn in sales enquiries and improved brand recognition as a leader in the UK demand response market.
Founded in 2009, KiWi Power is a leading UK-based aggregator of demand-side response and smart grid services. From its operations centre in central London, it manages a portfolio of clients across a range of commercial and industrial sectors. These include NHS Trusts, retail, hotels, logistics and distribution, airports, MoD and mining.
During times of peak energy demand, National Grid will call upon aggregators, such as KiWi Power, to help balance grid energy. Demand response involves end users making minor adjustments to non-essential services, such as lighting and air-handling equipment. Or, the temporary use of emergency standby power facilities, such as diesel generators, are used to help reduce grid stress.
Through demand-side response measures, KiWi power offers a way for the UK’s electricity grid to be managed in a cleaner and smarter way.
Although already well established in North America for over ten years, demand response is a relatively new service in the UK, with just one or two competitors dominating the market.
KiWi Power recognised the growth potential in this area and the opportunity to increase its market share.
Following a comprehensive marketing audit and SWOT analysis, we developed a tactical PR plan to raise the profile of KiWi Power with analysts, key trade press, bloggers and online publications.
Media alerts offering commentary and explaining KiWi Power’s experience in the energy sector were issued to energy, environmental and industrial editors working for the national press.
We researched, wrote and placed news releases, feature articles and customer case studies with media titles in order to build KiWi Power’s profile with key influencers.
We built relationships with industry analysts writing about smart grid and demand response technology, and arranged interview opportunities.
We also developed a social media programme, including blogging, Facebook and Twitter to maximise SEO and increase web traffic.
Overall awareness of the KiWi Power brand and its position in the UK demand response market increased through extensive media coverage, analyst briefings and a targeted social media programme. Some of the results are as follows:
Marina Hod, director of market development, KiWi Power was extremely pleased with the results and commented: “Resonates developed a plan of action with a clear focus on results. The team was quick to develop a thorough understanding of our business and was able to translate technical jargon into clear and understandable language. Our online and trade press coverage has improved dramatically, leading to an increase in sales enquiries and greater brand recognition.”
The challenge was to position KiWi Power as an industry leader and voice of authority in the demand response market. A handful of competitors dominated the UK sector and had active marketing communication programmes. A tactical PR campaign with press office function helped raise awareness of KiWi Power, established relationships with key media influencers and effectively communicated the benefits of demand response across different targeted industry sectors.