DDR Public Relations Inc

Public Relations

Five-Year Multichannel Marketing Campaign for Sunrise Solar Solutions

CASE STUDY:
Five-Year Multichannel Marketing Campaign for Sunrise Solar Solutions 

Client Situation 

Sunrise Solar Solutions, a residential and commercial installer of solar PV systems in the New York Metro area and the Hudson Valley, was striving to become known as a premier solar installation company, combining state-of-the-art equipment with the best installation practices and safest new designs. Research showed that the majority of homeowners at the time were unfamiliar with solar energy and had many misconceptions about solar power. Therefore, in creating an effective public relations campaign for Sunrise Solar Solutions, educating consumers about the benefits of solar energy was crucial. Sunrise Solar Solutions selected DDRPR to plan and implement a program that promoted the concept of solar energy to potential residential and commercial customers, emphasizing Sunrise Solar Solutions as the premier installer of high-quality solar panels with the best service. Our initial contract with Sunrise Solar continued for five years.

Challenges & Objectives

  • Introduce the concept of solar energy to Westchester County, Rockland County and Hudson Valley residents and business owners,  and in doing so, introduce Sunrise Solar Solutions as the company to turn to when choosing solar energy.
  • Convince the public and the media that solar is more practical vs. electricity.
  • Clear up public misconceptions about the uses of solar energy and dispel myths.
  • Increase consumer enthusiasm, leads, and sales of Sunrise Solar installations.

DDRPR Strategies 

  • Create a Consumer & Business Education Program about solar energy and cost-effective solar installation options. 
  • Develop a Multichannel Marketing Campaign to reach and engage potential solar customers utilizing multiple platforms, including earned media, paid media, social media, eMarketing, and special events. 
  • Implement a proactive Media Relations Campaign to educate the public about solar energy and Sunrise Solar installations, to increase the visibility of our messaging with their implied endorsements.
  • Establish connections with key industry associations and local Chambers of Commerce for endorsements and visibility, including the Building & Realty Institute, National Association of Home Builders, Business Council of Westchester, Hudson Valley Gateway Chamber of Commerce, etc.

DDRPR Action 

  • Developed and disseminated a continuous stream of detailed and informative press releases about the benefits of solar energy, as well as state tax credits and the financial assistance programs that make solar affordable. 
  • Disseminated a flood of high-quality stories about Sunrise Solar successes, including features, guest columns, thought pieces, emails, and ads about new solar installations and important milestones, such as “reaching the 7-billion-watt-hour (7GWH) mark in clean energy from Sunrise Solar systems,” community solar, home values, etc. 
  • Pitched and coordinated segments and interviews with Sunrise CEO Doug Hertz for TV and radio shows. 
  • Produced, wrote, and designed a series of brochures and videos about solar energy, community solar, solar for businesses, real estate info and home values, weather and climate change, all tied into Sunrise Solar installations. 
  • Developed opportunities for guest columns bylined by Sunrise Solar CEO Doug Hertz, focusing on solar installations and other solar options, including solar shingles and solar batteries. 
  • Coordinated ribbon-cutting events for special solar installations including the community solar installation at Tarrytown Self Storage; Westchester’s largest residential solar energy system at Scarborough Manor; a state-of-the-art commercial installation at Barile Gallagher & Associates Consulting Engineers; and a 284-panel solar array on the rooftop of the Hendrick Hudson Library, along with a visually-exciting interactive solar display for the multimedia kiosk in the Children’s Room at the Hendrick Hudson Library.  Our special events were covered by key media and attended by elected officials and dignitaries who issued official proclamations. 
  •  Conducted a consumer survey that generated widespread media coverage about current perceptions and attitudes about solar energy.
  • Organized special events tie-ins with Solarize Westchester, a program of Sustainable Westchester that helps residents, businesses, and organizations participate in community solar and explore solar and energy storage options. 
  • Participated in local trade, consumer, and business events like Home Renovation and Home Builders Shows, Earth Day celebrations, Chamber of Commerce and community events, to ensure that Sunrise Solar was featured in key media continuously without interruption. 
  • Created and conducted a contest for middle school students throughout Westchester and Rockland Counties,  Are You A Solar Superstar? Make a Difference One Ray at a Time Earth Day Contest, which culminated with a special Summer Solstice Awards event for the students and their parents.
  • Leveraged social media platforms to monitor online chatter and buzz about solar energy; Engaged and answered questions to promote Sunrise Solar on Facebook Moms and Facebook Community pages, Google, Yelp, Houzz, Angie’s List, etc. 
  • Identified and engaged with “ambassadors and allies” among happy Sunrise Solar customers to post reviews, participate in media interviews, etc.  
  • Conducted Google Ads and Facebook Ads campaigns that increased conversions and leads. 
  • Created a host of visually compelling collateral materials, including door hangers, flyers, direct mail pieces, promotional items, etc.

DDRPR Impact & Results

Our media results included daily and weekly newspaper stories, wire service and syndicated stories and interviews/segments on television and radio, reaching more than 80 million viewers and readers.  These results directly correlate with the number of inquiries and sales leads received by Sunrise Solar Solutions, along with an increase in the purchase of new solar installations.