Connecting Renewable Energy Expertise to Opportunity Leads to Surge in Lead Generation
Overview
The increasing demand for sustainable energy sources necessitates a robust infrastructure and public understanding of the transition. Driven by government incentives, the safe adoption of renewable energy technologies like EV chargers, PV systems, and battery storage requires skilled electricians and informed consumers and businesses. Powering Chicago, the labor-management partnership between IBEW Local 134 and the Electrical Contractors’ Association (ECA) of Chicago and Cook County, possesses unparalleled expertise in renewable energy electrical construction. The Harbinger Group has partnered with Powering Chicago to strategically enhance awareness of this expertise. Recognizing the significant business opportunities for its members in this evolving energy sector, Powering Chicago engaged The Harbinger Group to position them as the leading resource for renewable energy construction in Chicagoland and generate targeted new business leads for their member contractors.
Strategy
The strategy centered on establishing Powering Chicago as the go-to resource for renewable energy construction within the Chicagoland region and directly connecting member contractors with new business opportunities. This data-driven approach involved in-depth research into the renewable energy sector and leveraging the expertise of Powering Chicago’s member contractors. Two primary objectives guided the strategy:
- Position Powering Chicago as the leading resource for renewable energy construction in Chicagoland.
- Generate targeted new business leads for member contractors.
To achieve these objectives, The Harbinger Group developed an integrated communications campaign targeting key decision-makers in industrial and manufacturing sectors. The campaign incorporated content marketing, digital advertising, organic social media engagement, earned media outreach, securing speaking panel opportunities, and facilitating event sponsorships. Foundational to the content strategy were two comprehensive eBooks developed based on thorough research and expert interviews: “(1) The Time is Now: Considerations for EV Charging Infrastructure” and “(2) Determining if a Solar Electric (Photovoltaic, PV) System is Right for Your Facility.” Chapters from these eBooks were further developed into fact sheets to support earned media efforts, blog content, social media posts, and lead generation initiatives.
Execution
The integrated communications campaign was executed through a multi-faceted approach. Content from the eBooks was strategically launched to coincide with Powering Chicago’s prominent presence at key industry events. The EVSE eBook was highlighted during Powering Chicago’s Premier Sponsorship of the Chicago Auto Show, while the Solar eBook was launched just before the Midwest Solar Expo, where Powering Chicago was a major exhibitor.
Content marketing and earned media were the primary tactics for increasing awareness. The Harbinger Group developed blog posts and social media content derived from the eBooks and fact sheets. Simultaneously, the team actively pursued earned media opportunities, leveraging the timely and relevant information on EV charging and solar energy.
To directly generate new business leads, targeted digital advertising campaigns were implemented on LinkedIn and Google. Messaging and visuals were specifically tailored to resonate with decision-makers within key industries identified as growth markets for Powering Chicago members, including industrial, manufacturing, commercial real estate, education, retail, automotive, municipalities, and medical facilities.
Results
1,000+
Leads Generated
1,000%+
Contact Increase
310
Pieces of Media Coverage
175%
Social Media Follower Increase
225%
Website Traffic Increase
The Harbinger Group was chosen after an extensive search to assist Powering Chicago in increasing its brand presence digitally and in the Chicagoland marketplace. After performing a thorough assessment of our current and long-term goals, The Harbinger Group worked intimately with the Powering Chicago team to develop, implement, and execute strategies that have multiplied our impact and presence throughout the various identified mediums. Thanks to The Harbinger Group we are on our path to not only achieve but exceed established goals.
Client since 2019.
Elbert Walters III
Executive Director at
Powering Chicago
The success of this campaign can be attributed to The Harbinger Group’s strategic adaptation of best practices for reaching industrial and manufacturing decision-makers. The agency’s ability to efficiently adjust and pivot throughout the campaign ensured goal-exceeding results. The efforts directly contributed to Powering Chicago member contractors securing new projects in the burgeoning renewable energy sector. Furthermore, executive coaching and media training equipped Powering Chicago’s leadership to effectively communicate their mission during media interviews, which were instrumental in securing the 77 earned media placements. Continuous monitoring of campaign progress allowed for optimization, contributing to the substantial growth in website traffic and LinkedIn followers.