effectively leveraging your energy efficiency story
TRANSCRIPT
Telling your energy efficiency story
Who am I?
• Storyteller
• Help business across the US – blah
Craft & share compelling stories.
What is your story?
Acclaimed Programs. Esteemed Professors. Top Students.
Best Doctors. Proven Outcomes. Innovative Research.
Novel Design. Outstanding Amenities. Enviable Locations.
Look for layers.
How can energy efficiency become part of your story?
Times have changed.
Half of all Americans consider environmental impacts when deciding whether or not to buy a product. The intention to purchase energy efficient appliances and cars is a majority norm.
Yale & George Mason Study – June 2013
Understand your audience(s).
Break it down. Make it relatable.
What now?
2 Old vs. New
Remains a primary driver.
Third-party credibility.
Broad awareness.
traditional media
Mechanics of a media campaign.
Go beyond press releases.
Capitalize on trends.
Become part of trends in your community or industry.
Humanize your story. Company and executive
profiles provide unique opportunities.
Become a thought leader.
Bylined articles and opinion pieces showcase expertise.
Celebrate successes.
No middleman.
Connect directly.
Engage with supporters.
social media
Explore every angle.
Rowan Oak Hospital New Lighting System: • Total Project Cost: $107,000 • 1st Year Energy Reduction: 335,884 kWh • 1st Year Cost Savings: $34,614
Rowan Oak Hospital
Hit the switch on our new, smarter lighting system – we’re set to save $35k in first year! #energyefficiency #efficienthealthcare
Rowan Oak Hospital
New lighting system not only saving dollars, it’s saving our air from the same amount of carbon dioxide that would be produced by burning 26,000 gallons of gasoline! #energyefficiency #greenhealthcare
Rowan Oak Hospital
New lighting system adjusts to ambient light, reducing eye-strain for patients and staff! #energyefficiency #healthyworkplace
Share unique content.
Embrace multimedia.
Traditional
Social
Rich & Multilayered Story.
Accomplish objectives. Attract new customers.
Strengthen credibility.
Build community support.
Recap.
Energy efficiency is an important layer to your organization’s story.
Understand the difference between audiences.
Break down your message, make it relatable.
Traditional media remains a powerful tool and opportunities are everywhere.
With social media, explore every angle to build support and engage with audiences.
Thank you. Ryan Witherell Partner, Seigenthaler Public Relations @rwitherell linkedin.com/in/rwitherell seigenthaler.com