Case study
Winds of change
-
client
Katrick Technologies -
Date
19/10/2023 -
category
Energy -
Title
Winds of change
The brief
In this case study we smash our crowdfunding objective by 116%, get the client invited to 10 Downing Street and featured extensively on BBC Click, win multiple awards and increase the number of searches for the client’s name by 1380%. And that’s before you count the sales meetings we generated.
Katrick Technologies is a Scottish greentech innovator that creates novel decarbonisation technologies. Its Wind Panel is an alternative wind power generation system using market-first patented oscillating aerofoils rather than rotary bladed turbines. This design can harness untapped gust and ground-effect wind and generate energy in urban locations due to its size and modular design.
As an IP-based company, Katrick Technologies was targeting potential end-users, investors and machine builders to bring its concept to life.
Objectives and budget
Technically communicate the Wind Panel’s potential, generating 100 pieces of coverage in energy media and 25 backlinks — one clipping per £315 spent
Position Katrick Technologies as a greentech disruptor, generating three pieces of coverage in national and prestige media
Support a crowdfunding campaign, generating five pieces of coverage to drive investment
Connect with audiences via LinkedIn, increasing followers by 20% (+262). Increase followers from senior and director demographics, increase followers from renewable energy equipment manufacturing and industrial machinery manufacturing industry and launch the Energy through Innovation LinkedIn newsletter, gaining 500 subscribers
Obtain credibility through one national energy/green tech award shortlist
Budget: £31,527 for 12-months
Strategy and implementation
"Stone Junction have been instrumental in the outreach and inbound marketing results for Katrick Technologies. Their team of innovative creatives have enabled our company to gain global notoriety, position ourselves as industry thought experts and leaders.
As a new technology, the Wind Panel had no digital footprint. Katrick Technologies also had little visibility. Before appointing Stone Junction, ‘Katrick Technologies’ generated 50 global searches per month. We needed a three-pronged approach: inform audiences of alternative wind technologies, position Katrick Technologies as a greentech disruptor and use both efforts to generate investment.
The Wind Panel development schedule gave us three core news dates:
Mar-23: Manufacturing Technology Centre (MTC) signs fast-growth IP-based greentech
Jul-23: Katrick Technologies tests wind system at Silverstone Sports Engineering Hub (SSEH)
Oct-23: Wind Panel achieves Technology Readiness Level (TRL5) in Alpha testing
To provide audiences with as much information as possible, we supplemented the first press releases with video. Stone Junction filmed and edited videos at the MTC and SSEH, including interviews with leaders advocating the tech and footage of the testing unit. We uploaded them to YouTube, the client’s website/LinkedIn and shared them with media outlets.
Pitching to journalists made up the bulk of our campaign. We meticulously researched journalists with interests in greentech and innovation in trade and national media. We also included influencers such as bloggers and YouTube content creators.
To maintain momentum between core updates, we created a bank of evergreen thought leadership. Topics included: How do we achieve energy resilience when disaster strikes? and industry-specific content for machine builders (Is small-scale energy generation the future for manufacturers?). Stories were pitched to trade media to improve digital footprint and credibility.
We also reacted to national news throughout the year. Major stories included: Labour announces National Energy Service (Financial Times), Scotland to become a world leader in renewables (The Independent) and Labour to ditch £28bn green budget (Financial Times). We responded via letters to the editor signed by Katrick Technologies’ CEO, positioning him as a greentech leader. We repurposed the content to share with wider media en masse.
All content was published on the Katrick Technologies website, LinkedIn page and a newly launched LinkedIn newsletter: Energy Through Innovation.
Award entries also formed a part of the campaign. We entered the company and its technology for national awards in the energy sphere and submitted it for inclusion in business and start-up features from trade publications.
The final prong of our approach was to drive investment. We announced the launch of a crowdfunding campaign via press release (Anyone can invest in the renewable revolution). This was shared en masse to the media and repurposed for LinkedIn.
Results and evaluation
Generated 211 pieces of trade coverage — 111% of target with 171 total backlinks, one clipping per £145 spend. Coverage in well-respected trade media: Power Engineering International, Energy Manager, Wind Systems Magazine, Energy and Sustainability Solutions and AZo Cleantech
Six pieces of national or prestige coverage. A five-minute video feature on BBC Click broadcast on national television three times in December and features on BBC iPlayer — Katrick Technologies attributes two meetings booked with machine builders and investors to this feature. Other publications include Yahoo, TechRound and the Climate. YouTube features on Renewed Energy and TechIN — accumulating 109k views
Five pieces mentioning investment, helping achieve 116% of crowdfunding target
69% increase in total LinkedIn followers, smashing 20% target — 31% of new followers (+401) gained in December following BBC feature. 42.8% of new followers senior or director level. 5% of total new followers from industrial and renewable machinery sectors. 822 total subscribers to LinkedIn newsletter and 3,772 article views
Won Energy Innovation Award at the National Sustainability Awards 2023 — joining previous winners OVO and Octopus Energy
Placed 24th in the TechRound 100 2023
Included in Business Insider’s 24 for 24: Scottish companies to watch. Katrick Technologies’ CEO was invited to 10 Downing Street following this win
Other measures of success include a 1380% increase in searches for Katrick Technologies globally, from 50 searches per month peaking at 760 in Dec-23. This improved visibility led to interest from major investors.
