GI Energy is the market leader in geothermal energy for the European market, with installations in major retail locations from brands like Ikea and Tesco. Its recent expansion to North America led the company to design and implement an innovative system for a flagship Walgreens store, which is the first net zero retail building in the U.S.
Walgreens is proud of the work, and tells its story well, gaining substantial and well deserved media coverage for its commitment to a sustainable footprint. The only problem is, GI Energy was often not included–and so their marketing team began to look for ways to add to the story before their next major tradeshow event, ATMOsphere American 2014, and turned to their creative agency Engage in Chicago for suggestions. Engage enlisted the marketing team at Write2Market to partner with on a new North American message strategy for the retail channel.
Strong retail message strategy supports market penetration
“We started with message strategy,” says TJ Lane, senior account executive at Write2Market and an award-winning journalist. “We work closely with GI’s creative agency, Engage Creative out of Chicago, and the GI Energy engineering team to hone the message of why GI Energy is important in the retail space today.” Write2Market draws on its extensive combined in experience in energy, retail and technology to focus a North American retail channel message for this global leader.
This strategy sparked immediate media interest in GI Energy’s story and led to coverage for the company in the following publications, including feature articles focused exclusively on GI Energy and insertion of the company’s brand into rolling coverage of Walgreens’ commitment to net zero and LEED certification.
See some of the positive media coverage
- STORES Magazine
- Chain Store Age
- Today’s Facility Manager
- Refrigeration and Air Conditioning
- Environmental Design & Construction
Awareness of GI Energy’s brand reaches over 400,000 decision makers through these channels, propelling geothermal energy to the forefront of the alternative energy discussion throughout retail and building design communities.
If you’re trying to grow your North American market presence in a sector, contact our marketing team today to support developing a strong, attention-getting position — fast.