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Founded in 1980, Borrego Solar Systems, Inc. (www.borregosolar.com) is one of the nation’s ten-largest designers and installers of commercial, residential and public sector grid–connected solar electric systems. In late 2007, amid a perfect storm of market factors including high energy prices, public awareness around global warming, renewable-energy tax credits and the improving efficiency of solar technologies, Borrego Solar’s business was exploding. To meet growing demand for solar electricity, Borrego was expanding rapidly into new markets. Despite all of its success, Borrego was losing the publicity battle with less mature, venture-backed start-ups. The industry and company were expanding so rapidly that Borrego needed a results-oriented public relations firm to provide both sound strategy and exceptional execution to ensure that Borrego’s leadership within the solar industry was reflected in its external communications efforts. Schwartz PR StrategySchwartz leveraged its 17-years of experience in designing and executing PR programs that increase brand awareness, establish company executives as thought leaders, support lead generation and increase company valuation, to help Borrego Solar identify four key objectives for the PR program: 1. Continue to foster Borrego’s leadership and increase the company’s brand awareness within the solar and renewable energy industries 2. Promote Borrego’s offerings and highlight its success in two key vertical markets: education and affordable housing 3. Generate consistent press coverage in strategic local markets 4. Assist with Borrego’s recruiting efforts ResultsSince the first week of the program, the Schwartz team has continued to line up multiple interviews for Borrego Solar executives and customers, resulting in the ongoing, consistent placement of articles within strategic business, trade, vertical and local publications. Most importantly, the stories have aligned with Borrego’s four stated PR objectives. Objective #1: Continue to foster Borrego’s leadership and increase the company’s brand awareness within the solar and renewable energy industries The results: Schwartz successfully positioned Borrego’s executives as industry experts while increasing the company’s brand exposure within target media. In only eight months, Schwartz has generated coverage in The Wall Street Journal’s Environmental Capitalist blog, Triple Pundit, Earth2Tech, CNET, Green Builder, CNBC.com, Sustainable Industries, Green Tech News and Home Energy. Other highlights include a stand-alone company profile in the San Diego Union-Tribune and recognition as one of America’s fastest-growing companies by Inc. Magazine (#261 out of 5000). Objective #2: Promote Borrego’s offerings and highlight its success in two key vertical markets: education and affordable housing The results: Schwartz has generated a broad swath of coverage in the education and affordable-housing trade publications, as well as more mainstream cleantech blogs and media outlets. Highlights include Green Options, Oakland Tribune, School Planning and Management, American School & University, District Administration, T.H.E. Journal and Multi-Housing News, among others. The coverage has helped generate leads and increase Borrego’s name recognition within these key markets. Objective #3: Generate consistent press coverage in strategic local markets The results: Schwartz emphasized both residential and commercial installations in its outreach within local markets, to help generate leads, support employee recruitment and increase brand recognition with local audiences. Some of the results include San Diego Business Journal, San Francisco Business Times, San Jose Mercury News, Marin Independent-Journal, Lowell Sun, New England Cable News, New Hampshire Union-Leader, Hamilton-Wenham Chronicle, and the MetroWest Daily News. Objective #4: Assist with Borrego’s recruiting efforts The results: In addition to campaigns in local markets, Schwartz helped Borrego get out in front of the discussion around the growth in “green-collar jobs.” The results included some of the highest-profile business press coverage to date, including in-depth commentary from executives on Forbes.com and MSNBC.com, as well as a stand-alone Q&A with a Borrego employee in the Career Journal section of Wall Street Journal Online. In addition to this consistent volume of high-quality media placements, Schwartz has helped Borrego refine its press-release strategy by ensuring key messages are included in all customer, partner and company news announcements. Schwartz has also supported Borrego’s localized promotional events, including the opening of the Lowell, Mass. office, the unveiling of the solar electric system at Stone Brewing Co. in Escondido, Calif. and a ceremony at Head-Royce School in Oakland to activate its solar system as part of its overall green efforts. Schwartz secured multiple media placements about each event and encouraged local-politician participation. Finally, the results of the PR program—more than 80 unique articles in the past six months alone—have helped the company outpace competitors in organic SEO ranking and Web traffic. Since November, 2007, Borrego has seen its traffic increase approximately fourfold, with monthly traffic exceeding that of one of its larger, publicly traded competitors. By developing and precisely executing on comprehensive strategies, Schwartz Communications has enabled Borrego Solar to reap the benefits of a successful PR program. Borrego has received multiple customer leads from nearly all of the articles Schwartz placed in trade and local press, and the company executives have been lauded by peers for their expert commentary within industry articles. In fact, the PR program has been so lucrative that Borrego now leverages the Schwartz team as a competitive differentiator, assuring potential customers that if they go solar with Borrego, Schwartz will successfully promote their green story within relevant media.
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