In January, Waltham, MA-based IST Energy introduced its first product, the Green Energy Machine (GEM), which turns post-consumer waste into pellets, which are then converted into clean energy.
The b-to-b PR campaign aimed to build awareness of the new product, so the team decided to target venues that create at least two tons of trash a day, including stadiums, hospitals, and hotels.
The plan was to raise awareness for IST Energy and GEM, including bringing in potential customers and partners, says Stu Haber, CEO of IST Energy. The company went out with several messages, including how GEM is an economical solution in the waste-to-energy space.
Working with AOR Racepoint Group, IST Energy focused its PR efforts originally in the Boston area, branching out to technology, green, and business press as interest grew, says Melissa Brenton, VP at Racepoint.
“Initially, it was media relations, and then we ended up doing [PR] online, like a Twitter account,” Haber says. The company focused on blogger outreach, particularly to environmental bloggers, and revamped its Web site to prepare for interested parties.
“This story is really visual, as you can imagine,” Brenton says, of how the campaign drew in the media. “But not everyone is able to come to Waltham, MA, and see [the GEM]. So we created a slideshow and were able to distribute that to media.”
“We were testing the market,” Haber says of the campaign, which showed the company that there is plenty of interest in the product. In addition to media hits including The Boston Globe, IST Energy received more than 200 inquiries from potential customers.
Haber says the company will continue to work with Racepoint for future news and promotions.
PR team: IST Energy and Race-point Group (both Waltham, MA)
Campaign: Launch of Green Energy Machine
Duration: January 2009-ongoing