The Energy Technologies Institute (ETI) is a £400m industry and UK government partnership set up in 2007 to accelerate the development of low carbon energy technologies that will help achieve the UK’s energy and climate change goals. Our objectives are to bring multiple stakeholders together to present a single, more powerful narrative that helps inform government policy, and build a legacy for the ETI beyond the end of its operational life at the end of 2019. Reaching academics, government, businesses and stakeholders, our role is to work with the in-house team and other agencies, to pick up increasing elements of the campaign as staff depart and support the publication and dissemination of research by the ETI and its project partners.
Using a three-pillar approach, we targeted the ETI’s stakeholder audience across academia, industry and the UK government through digital marketing, media relations, social media and a publishing campaign of insight reports, perspectives documents and blogs.
In the first nine-month period of the partnership, we have achieved more than 150 pieces of press coverage in diverse publications, ranging from the Guardian and Utility Week to Ship Management International, Politics Home and East Midlands Business News. Promoting ETI’s legacy, a “We delivered” campaign has been run on social media, highlighting successes and encouraging participation from stakeholders, with an average engagement rate of 1.02% and 9751 impressions on Twitter, and an average engagement rate of 2.66% and a reach of 13,297 on LinkedIn.