ECOtality: Building a Brand in Clean Technology

Situation

  • Unknown technology innovator eager to establish itself as a key player in the clean technology space
  • Company has an initial focus on renewable energy but is interested in branching out into other clean technology growth markets
  • Company CEO is a serial entrepreneur who has been highly successful in several industries and has a reputation for establishing and growing companies

Objectives

  • Create corporate brand awareness and raise profile amongst investors
  • Establish relationships with members of the clean technology community (media, analysts, local/national leaders) and create evangelists 
  • Promote CEO and serial entrepreneur, Jonathan Read, as a thought leader and pioneer in the renewable energy generation and storage market

Tactics

  • Position ECOtality as a company dedicated to reducing the world's dependence on fossil fuels through whatever means necessary
  • Promote the positive environmental impact of the ECObus - a hydrogen fuel cell bus that produces zero omissions while running on hydrogen and water, making it a  commercially-viable alternative to existing fuel sources
    • Leverage participation at Arizona Clean Cities event to lend credibility and promote the ECObus
    • Pre-brief local media and civic leaders while providing exclusive access to the refueling of the ECObus
    • Capitalize on ECOtality executive participation during the Clean Cities event to secure broadcast and local media participation
    • Develop b-roll and focus outreach on local media outlets to leverage visual appeal of the ECObus

Results

  • Secured print coverage from the Clean Cities event in top local outlets including Arizona Republic and The Phoenix Business Journal, positioning ECOtality as a leader in the state's renewable energy efforts
    • Secured 85 hits in all
  • ECObus and ECOtality executives featured in local NBC, CBS, ABC and FOX news affiliates from interviews conducted during the Clean Cities and APS Hydrogen Park tour
    • Received nine broadcast hits in all
  • ECOtality raised profile amongst community leaders, investors and like-minded technology companies with showing of the hydrogen-powered ECObus
  • Greater visibility and funding allowed ECOtality to increase its footprint in the clean technology market through acquisition of companies in energy storage and solar applications