PilmerPR

Case Study: Launching the
ElectraTherm Green Machine

Client: ElectraTherm

Campaign Timeline: 2008-2009

About the Campaign:
PilmerPR began public relations efforts for ElectraTherm in early 2008, preparing for the commercial launch of the ElectraTherm Green Machine, a recovered energy generator that makes low-cost electricity from waste heat. Since ElectraTherm had not yet introduced their company or technology to the general public, PilmerPR began by framing a consistent message and public voice that would put ElectraTherm’s clean technology on the national stage.

Getting noticed in the flood of “green” messages is always a challenge. The most influential renewable energy reporters and bloggers are receiving hundreds of pitches every day, and PilmerPR knows they need to see compelling news value in order to bite. While pitching ElectraTherm, PilmerPR offered substantial statistics and hard evidence of the true environmental benefits of the Green Machine, in order to rise above the noise.

Objective:
Increase Texas, national and international awareness of the ElectraTherm Green Machine through positive media coverage, resulting in:

• >10 media hits, and introducing the product to an audience of
• >1 million through media impressions by June 2009.

Campaign Strategies:

• Leverage national, key industry vertical, and local community publications to create awareness of the ElectraTherm Green Machine
• Position the ElectraTherm Green Machine as the prototype of new renewable energy technology
• Use the geothermal application stories to reach audiences who may not be interested in the industrial waste-heat application
• Partner with early adopters of the ElectraTherm Green Machine to promote the technology

Key Tactics:

• Educate and train ElectraTherm’s executives on media relations
• Identify newsworthy content for pitching and press releases
• Leverage Popular Science Magazine’s “Best of 09” Award, Wall Street Journal’s “Innovations 2009” Award, and Nevada's Center for Entrepreneurship and Technology’s “Green Company of the Year” Award to garner further coverage
• Create visual rich media content of the ElectraTherm Green Machine for use by broadcast media
• Target influential publications specialized in environmentalism, energy and high-tech
• Establish trusting relationships with editors or appropriate journalists at top-tier publications by studying their writing style, beat, interests and other useful information
• Develop new ElectraTherm’s Web site to better serve reporters, investors, and potential clients

Results:

1. Total Articles: 103. PilmerPR garnered 18 major articles in print publications and 85 additional online articles. Feature articles appeared in publications such as Dow Jones, Popular Science, Engadget, and Red Herring.
2. Broadcast Segments: Two national news segments (FOX Business News and The 700 Club), three local news segments, one syndicated radio show, and three online podcasts.
3. Total Audience Reach: >406 Million
4. Advertising equivalency: $1.1 million
5. Web Traffic to ElectraTherm.com: Increased 500 percent over the previous year