EnerNOC, a pioneer in clean technology, provides demand response services that enable a reduction in energy consumption during times of peak demand. At such times, energy is returned to the grid to reduce blackouts. For Racepoint Group, the public relations challenge for EnerNOC was two-fold:
- Shift the clean technology industry’s focus from popular energy alternatives such as wind and solar power to energy efficiency and the demand side of the energy equation;
- Establish EnerNOC as a reliable partner for utility operators and highlight the efforts of EnerNOC customers to reduce their energy consumption during peak demand.
Racepoint deployed a national press campaign to redirect discussion in the clean tech market to focus on energy efficiency methods and ways companies can return energy to the grid. To grab the attention of utility operators, Racepoint launched grassroots campaigns in regions of particular interest to the demand response market, including New England and Tennessee.
In less than 90 days, Racepoint secured breakthrough coverage with Bloomberg TV, Forbes, MarketWatch, BusinessWeek, The New York Times and FOX Business News. For the grassroots campaign, Racepoint arranged feature stories about EnerNOC with ABC-40 in Springfield, The Boston Globe and Nashville Business Journal.
As a result of these efforts, EnerNOC has become the dominant voice in the demand response market, especially with respect to key issues such as preventing blackouts. In addition, the company has established a significant footprint across regions of particular importance to their business.