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  Global Solar EnergySince its founding 1996, Global Solar Energy, Inc. has emerged as the leading producer of an innovative solar cell technology. Used in a variety of applications—from traditional solar power modules to new building products and designs—Global Solar manufactures Copper Indium Gallium diSelenide (CIGS) cells, which are deposited on flexible backing. CIGS is a type of thin film technology that is lightweight and highly efficient. The Company’s solar strings, called PowerFlex, are the only bendable solar cells in full scale production today. For years, Global Solar has delivered its PowerFlex strings to module manufacturers for use in solar energy systems.Business ChallengeThin film solar technology has received wide-spread attention in recent years due to its potential for significantly reducing manufacturing costs, offering high-production yield and enabling solar technology to reach a more competitive cost per watt compared to traditional energy sources. This potential has led to massive amounts of venture capital and investment, making the market ripe with opportunity, but also full of cleantech PR and marketing hype. When Global Solar engaged with Schwartz Communications in January of 2008, the Company had reached impressive technical and manufacturing milestones, but remained largely unknown in the industry. Staying under the media radar was a strategic decision by Company executives. They were willing to be patient in order to complete a real product and production process before announcing it to the market. In late 2007, with the Company achieving record efficiency on its CIGS solar cells, finishing the development of its second generation technology and preparing to open two new state-of-the-art manufacturing plants in Arizona and Germany, Global Solar was ready shine and to share its story with key business and investor communities through a strategic public relations program. Schwartz PR StrategySchwartz hit the ground running, creating a clear set of objectives for Global Solar’s public relations program. Many of the goals related to specific events and products, but the program’s overarching strategy was to promote Global Solar’s technological and market leadership to battle the hype surrounding its competitors. The goals of the program included:
ResultsRight out of the gate the Schwartz team was able to maximize Global Solar’s news of reaching 10 percent average cell efficiency across a sustained production run. In the first 60 days alone, Schwartz generated stories in outlets such as The Wall Street Journal Online, Associated Press, Dow Jones, Reuters, Fortune’s “Green Wombat” blog, CNET (picked up by The New York Times), Solar Buzz, Renewable Energy Access and GreenTech Media. Quickly following in March, Global Solar opened its new, landmark manufacturing plant in Tucson and announced its second generation line of PowerFlex. Schwartz facilitated on-site interviews the day of the plant opening and continued to secure a steady drum beat of post-event briefings on the new PowerFlex line and plant tours with select media and analysts. In total, more than 40 outlets have covered Global Solar’s new plant, including Associated Press, Reuters, Marketplace and TIME. Schwartz has also helped Global Solar introduce its business story and unique technology to key members of the analyst community. As a result, Global Solar has been included in key market reports from Prometheus, IDC Energy Insights, Nanomarkets and Gartner. Global Solar has also received several top industry recognitions, including being named one of the “Power 10,” an annual ranking of top cleantech companies. Currently, Schwartz is executing an aggressive thought-leadership and education campaign to position Global Solar as an early leader in the BIPV market with its CIGS solar cells working as an enabling technology for innovative building products and designs. Dow Building Solutions selected Global Solar to jointly create a flexible solar roof shingle which is “energized” with Global Solar’s CIGS technology making it one of the first true BIPV products in development. Schwartz has already secured stories in Design2Part, Solar Industry, Arizona Republic, FabTech, Green Energy News and continues to help Global Solar breakthrough into this new market through creative messaging and aggressive media relations. “Schwartz has delivered on its promises, landing us the targeted media coverage enabling Global Solar’s message of technical leadership and market strength to reach its key audiences. As a result of their team’s success in media penetration, the awareness of Global Solar’s growth and technology is clearly in the market’s mind and we are now challenged to keep up with requests and demand. The success of Schwartz’s work can be seen in the quality of the coverage and the leads that are generated. As we establish ourselves in the emerging BIPV market, Schwartz will be an invaluable part of our efforts by raising our visibility and helping us to reach our growth goals.”—Mike Gering, president and CEO
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