How does a commercial solar energy company handle rapid growth and expansion of its B2B business while also introducing a consumer-focused offering into its portfolio?
Solar Landscape is a leading commercial solar developer and owner and manager of community solar projects. When the company became a prominent force in the NJBPU’s Community Solar Energy Pilot Program they were faced with this exact challenge.
They needed to maintain their core values, guiding principles and customer base. And at the same time, it was crucial that the brand evolve to take its place as a predominant force in the Community Solar movement.
Diversification and expansion always require careful analysis of current and new resources. And Solar Landscape understood it needed external resources to support its growth trajectory.
Specifically, they knew they needed to amplify their story and the value they bring to commercial and consumer markets. And that their brand, needed to be representative and inclusive of the businesses and communities they serve.
The M studio team worked with Solar Landscape to develop a brand strategy that could steer the company’s expansion and be cohesive across digital and IRL touchpoints. This meant that we started with a brand identity update and then enhanced collateral, digital assets, and messaging. We developed consumer-facing digital channels by which to promote Solar Landscape’s Community Solar message. And we used the power of PR to promote their trailblazing work in clean energy and the company’s commitment to developing healthier communities and a more robust clean-energy workforce.
Design & Digital
Revisiting Solar Landscape’s brand identity was a critical first step in developing a cohesive marketing program for the company. It needed to represent the people, the communities and the industries of which Solar Landscape is a part.
In addition to working with commercial property owners, Solar Landscape needed a brand identity that transcended its B2B roots and resonated with consumers. This required a solar marketing campaign that educated and promoted Solar Landscape and the value of solar energy to commercial real estate owners and residential customers.
With deadlines to acquire Community Solar subscribers, they worked with and continue to collaborate with M studio to develop their new brand identity and manage social media marketing, digital asset development and advertising and public relations.
GREW SOCIAL MEDIA AUDIENCE BY MORE THAN 240% IN SIX MONTHS
We take an integrated approach to all marketing communications, always considering key digital touchpoints in this process. This means when a press release is distributed, customized digital content is created and populated on the brand's social media channels and website. And, when appropriate, owned content is amplified through social media advertising campaigns to target key messages and stories to specific audience demographics.
Secured & Won Nomination for Community Solar Project of the Year
SEE NOMINATION HERE
In addition to our digital marketing efforts for Solar Landscape, we also worked to establish a cohesive look and feel for all printed collateral. This included promotions with professional organizations like NAPEO and the MidAtlantic Real Estate Journal.
Reaching key demographics within a specific community is really important to marketing Community Solar. Our team worked with Solar Landscape to create and A/B test postcard content within specific Community Solar demographics.
DROVE MORE THAN 6,000 VISITS TO COMMUNITY SOLAR SUBSCRIBER WEBSITE THROUGH SOCIAL, EMAIL MARKETING AND PR.
See press below
Public relations is an important component of Solar Landscape's digital marketing. The company communicates with B2B and B2C audiences and uses PR to tell important stories about its projects, involvement in the community, and leadership in the Community Solar landscape.
We achieve this by publicizing Solar Landscape’s projects, milestones, and awards in key trade magazines and real estate publications.
We also work with company leadership to byline articles that share insight into the renewable energy industry and its current growth trajectory.
To view Solar Landscape’s complete press book, please click here.
SOLAR POWER WORLD
Solar Landscape energizes 2.3-MW rooftop community solar project in New Jersey
Solar Landscape subscribes another New Jersey community solar project thanks in part to Boys & Girls Club
New Jersey solar contractor Solar Landscape has launched two more community solar projects as part of the first year of the New Jersey Board of Public Utilites’ Community Solar Energy Pilot Program.
Solar Landscape’s Kate Gold talks workforce development and her Solar Changemaker Award with Nico Johnson
Solar Landscape Energizes Two More Community Solar Projects
Solar Landscape Leads the Way; Delivers to More Community Solar Projects in Teterboro and Pennsauken
Real Estate NJ
Solar Landscape completes first-round projects, eyes year two of state pilot program
Solar Landscape completes final project under New Jersey’s community solar pilot program
SOLAR POWER WORLD
New Jersey developer steps up to fill state’s void of trained solar workers