“Resonates has been fantastic in helping us introduce our solution and brand to reporters and journalists in what is a new market for us as a US-based company. They listened and worked closely with us to identify the right media outlets, craft our story and constantly come up with creative ideas to help us further promote our brand and build general awareness of our products. The quality of media coverage we received is a true testimony of the key role they played in our success.”
Anne-Laure Leroyer, Marketing Director, Tollgrade

Project:  PR campaign to raise Tollgrade’s European profile with utilities and distribution network operators
Services: Media and analyst relations, press office, blogging, social media

Results: Extensive press coverage of UK smart grid projects, including feature articles in leading energy and engineering publications; increased engagement across social media channels and inclusion in analyst reports.

The client 

Headquartered in Cranberry Township, PA, USA, Tollgrade Communications delivers a distribution monitoring platform to electric utilities across three continents which consists of smart grid sensors and predictive grid analytics software. The company helps electricity network operators and utilities run their distribution networks more efficiently by improving situational awareness, preventing power outages and reducing customer downtime. In just a few years, Tollgrade established itself as the world’s market leader for smart grid sensors.

Their needs 

Having already established itself in the US as a leader in smart grid sensors and proven its technology with some of the largest utilities in North and South America, Tollgrade wanted to raise its profile in Europe and publicise the progress of some of its UK-based, Ofgem-funded projects.

The objective of the PR campaign was to promote Tollgrade as a leading provider in the next-generation distribution monitoring solution for electricity utility companies and distribution network operators (DNOs) by highlighting the benefits of its LightHouse® distribution monitoring platform.

What we did 

Raising Tollgrade’s media profile was key to success. We first identified Tollgrade’s key messages for the UK market and used these to introduce the company to news reporters, feature writers and industry analysts covering the energy, smart grid and engineering sectors. Case studies highlighting UK-specific projects were used to explain exactly how the technology was being deployed by DNOs throughout England and Scotland.

We highlighted references to successful US-based projects in Tollgrade’s Predictive Grid Quarterly Reports, and made them available for media contacts to download via social media channels.

We arranged media and analyst briefings, and provided background information and technology updates for in-depth technical articles and research reports.

At the start of the campaign, we also set quarterly targets to measure the number of analyst briefings, media interviews and articles placed in trade press publications.

The results 

We exceeded key performance indicators (KPIs) throughout the campaign with more than four times the target number of articles appearing in the trade press during the first quarter of the campaign.

Analysts from Frost & Sullivan were briefed on how data gathered by Tollgrade’s line sensors could be interpreted through waveform analysis and classified, helping network operators identify and predict major network faults before they occurred.

Tollgrade’s key messages appeared in news placed with leading UK publications including: Power Systems Design, Transmission & Distribution World, Power Engineering, Energy Now and Electrical Engineering. Extended feature articles profiling Tollgrade and its smart grid technology also appeared in International Power Engineer, Modern Power Systems, Future Power Technology and Euroasia Industry.

Our press office services ensured regular coverage was maintained with Tollgrade’s existing US-based media contacts, with interviews and articles regularly appearing in titles such as Greentech Media, Smart Energy Universe and Smart Grid Today.