Case Study: Elemental Energies - launching a new energy brand
Updated: Oct 8
Elemental Energies: Launching a New Energy Transition Consultancy
Elemental Energies was a new energy transition consultancy formed from the acquisitions of two companies. The owners came to us requiring the development and implementation of a fully integrated PR, marketing, and internal communications strategy - all to be delivered within 12 weeks.
The Brief: Launching an Energy Transition Brand in 12 Weeks
Our goal was to create and launch a standout communications strategy. We aimed to position Elemental Energies as an experienced yet fresh alternative to traditional energy companies. At the same time, we wanted to build a strong internal culture that integrated multiple companies into a single team.
Objectives
Establish Elemental Energies as the leading light in the energy transition space.
Generate excitement and purpose across both teams.
Align staff around Elemental’s vision to protect business continuity and create a pool of advocates.
Reassure current clients and attract new business opportunities.
The Approach: An Integrated Marketing & PR Strategy
We collaborated closely with Elemental Energies to develop their marketing foundations. Our integrated strategy included PR, marketing, internal communications, and investor communication.
When Senergy Wells was acquired, we held several workshops and meetings with their senior leaders. This ensured we secured support for both the new brand and the rollout of the marketing and communications strategy.
Tactics Included:
Brand Development: We created the name, brand identity, and core values.
Two Websites: The first website was replaced by a more detailed version following a second acquisition in May 2023.
Social Media Channels Established: We adopted a digital-first approach, focusing on LinkedIn and supported by Instagram, Twitter, Facebook, and YouTube.
Digital Content: We produced blogs, case studies, team profiles, videos, infographics, and imagery.
Thought Leadership: We published articles in the media and online to position the company as the go-to experts.
Brand Videos: We created a holding brand video to reflect the company’s mission. A talking heads video is in development, pending the announcement of the CEO.
Email Campaigns: We launched branded internal and client email campaigns.
Internal Collateral: We provided branded gift boxes to all staff members on day one, along with an internal brochure and a slide deck for the chairman’s town hall. Branding was also integrated into the office environment.
Intranet: We set up a SharePoint site to embed brand buy-in and collaboration.
Marketing Collateral: We sent branded gift boxes to clients and created brochures, pull-up banners, and an exhibition stand.
Media Relations: We secured exclusives with the main energy publication, Energy Voice. Coverage included their publication, social channels, and a morning email bulletin reaching 50K recipients. We issued media releases and arranged an exclusive interview with the CEO for June.
Leadership Team Liaison: We conducted one-on-ones with each leadership team member to share the communications strategy.
Speaking Opportunities, Events, and Exhibitions: We secured a speaking slot at an international energy conference and exhibition space at key energy transition events.
The Outcomes: High Visibility and Traction from Day One
Within a year of its launch, Elemental Energies enjoyed significant awareness across the city. The company could then focus on building its profile in Norway and the USA. It attracted 2.4k followers on LinkedIn, secured coverage in business and energy media, and showcased its presence at key industry events. The brand quickly built awareness through a blend of paid digital ads, media coverage, and a strong presence at Aberdeen Airport.
Results Included:
Monthly website visitors: 568
Total monthly acquisition: 524
Average blog views: 245
LinkedIn followers: 2,400 within 10 months of launch, reaching 27,000
Media articles: More than 18 articles secured, including in target publications.
11 blogs or case studies published
53 social media posts
Conclusion: A Successful Launch and Future Growth
In conclusion, the launch of Elemental Energies was a resounding success. We built a strong foundation for their brand and established them as a key player in the energy transition space. The integrated marketing and PR strategy not only generated immediate visibility but also set the stage for long-term growth. If you’re looking to elevate your brand and achieve significant growth, let’s connect!
