We were briefed to support the Energy Technologies Institute (ETI) in promoting its flagship insight report “Options, Choices, Actions” using an integrated communications approach of media relations, content marketing and social media. The ETI is a £400m industry and UK government partnership set up in 2007 to accelerate the development of low carbon energy technologies to achieve the UK’s energy and climate change goals. Its leading report offers two pathways to achieve the 2050 climate targets.
Our strategic approach was to identify the core messages contained within the report to ensure clarity of communication across all channels, segment stakeholders for tailored messages and to identify the correct channels for communications. A key tactic was also to select ‘hero’ channels for specific content that could create a spike in engagement levels.
We wrote and issued tailored press releases, blogs and features for each set of stakeholders and media titles to maximise leverage to relevant industry sectors and markets. The report was also emailed to ETI’s database of nearly 2,000 engaged stakeholders from academia, industry and government.
Hero content was developed for LinkedIn and Twitter, in collaboration with the Energy Systems Catapult (ESC) using the #OptionsChoicesActions campaign. We also used video production and commissioned Utility Week’s energy correspondent Tom Grimwood to take part in a series of short films, where he interviewed Scott Milne, Business Leader at the ESC, about the key areas of the report that would encourage further discussion amongst the informed LinkedIn business audience. The hour-long interview was edited into six short films, approximately 1 minute long. Each question was then reshaped to be used as Twitter polls in order to reach a wider, more diverse audience and encourage debate.
During the four-week campaign, we achieved a 55% increase in traffic to the ETI website. We achieved more than 50,000 impressions on Twitter, with an average engagement rate of 0.9%. Directly targeting ETI’s stakeholders, our email marketing campaign achieved an open rate of 47.49% and a 36% click rate. Press coverage for the report included national energy titles; Utility Week and Edie.net.