Supporting new market entry and global expansion
Driving new business in key markets
To achieve this aim, the firm recognised it needed to increase its market profile with current and future capital partners – vital to building out its project development and construction pipeline.
Tamarindo’s approach was simple: increase the profile of the firm within the market through a programme of proactive media relations – driving coverage of the brand in publications read by its target audience.
This activity was to be centred around the main objective of highlighting to prospective capital partners the competitive advantage that could be secured by selecting RES to build out wind and solar projects, with the focus centred on three core markets; the US, Australia and Norway.
Tamarindo began its campaign with a messaging session – a workshop with RES team members to help distil the key communication points about the business that helped set RES apart from its competitors in the market. This was vital to getting the campaign to commence with the right direction and focus.
Secondly, to get the press office moving, Tamarindo worked with RES to understand its project pipeline to develop press announcements that showcased particular project work that spoke to RES’s specific skills and attributes, and where it had solved particular challenges on behalf of its clients.
Thirdly, by leveraging its deep understanding of the renewable energy markets, Tamarindo worked with RES to develop a supporting long-term campaign of market thought leadership – generating topic ideas it could put the business forward for media profiling. These were centred around RES’ core areas of expertise in construction management, O&M services procurement and energy sales management and PPAs.
Over the lifetime of the campaign media success included over 60 pieces of coverage in key renewable energy, investor and business titles, a prime time slot on Sky Business News, with audience viewing numbers in excess of 2 million, all ultimately leading to 5 new business enquiries for the firm across all targeted regions.
We knew of Tamarindo by its reputation in the clean energy marketplace, having engaged with the Group’s Networks business-line. Recognising that the agency would likely deliver better results than locally based subsidiaries of global PR firms, we briefed Tamarindo to roll out a year’s campaign across the US, Australia, Norway and Turkey. We particularly appreciated the more nuanced approach of the campaign, and saw impressive direct results through strong media coverage, and an increase in commercial enquires in each target market.
Rob Armstrong
Communications Director, RES
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