Company: The Harbinger Group, Chicago, IL
Company Description: The Harbinger Group is a boutique B2B marketing agency with deep expertise in digital marketing, executive visibility, earned media, and content creation. We partner with mission-driven organizations in the education, financial services, industry associations, and health tech sectors.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Content Marketing
 Nomination Title: Powering Chicago Renewable Energy Campaign
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
January 1, 2022
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 12 words used.
The Harbinger Group: 2022-2023 Powering Chicago Renewable Energy Campaign Content Marketing Results
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 243 words used.
As demand for more sustainable and environmentally-conscious energy sources grows, the infrastructure to support the needs of consumers and businesses must grow with it. In the past two years, government support of these initiatives is also on the rise – including numerous incentive programs at the state and federal levels to increase their use – greater access to information about how to safely transition to renewable energy sources has become a necessity.
Enter our work with client Powering Chicago, the electrical industry labor-management partnership between IBEW Local 134 and the Electrical Contractors’ Association (ECA) of Chicago and Cook County. All forms of renewable energy - from electric vehicle chargers to photovoltaic (PV) systems to battery storage - have two things in common: the need for electricians and electrical contractors to safely install and manage these systems and the need for consumers and businesses to be educated on what making the transition will mean for them.
The transition to these renewable energy systems creates a prominent business opportunity for Powering Chicago’s members and to keep them at the forefront of this technological wave, we developed marketing campaigns to support two primary objectives: position Powering Chicago as the go-to resource for renewable energy construction; and generate new business leads for their member contractors.
The Harbinger Group developed an integrated communications campaign to reach decision-makers in target industries through content marketing, digital advertising, organic social media, earned media, securing speaking panel opportunities and facilitating event sponsorships.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 241 words used.
As renewable energy infrastructure emerged as a critical issue of discussion among state and national legislators and in the news, The Harbinger Group identified this as an area in which Powering Chicago could be at the forefront of the discussion in Chicagoland.
Our approach was to use a variety of marketing tactics, anchored by the development of eBooks and fact sheets on renewable energy topics, to prominently showcase Powering Chicago as experts and to use these topics as hooks for media pitching and speaking panel opportunities to create a cohesive, multi-faceted campaign.
In total, we developed two eBooks that served as foundational elements for this work: (1) The Time is Now: Considerations for EV Charging Infrastructure EVSE eBook and (2) Determining if a Solar Electric (Photovoltaic, PV) System is RIght for Your Facility Solar eBook. From these eBooks, we developed one-page fact sheets that highlighted the information of each chapter to serve as additional media pitching topics, social media content and lead generation tools.
Content from each topic was strategically launched to coincide with major events Powering Chicago was prominently featured in to maximize the exposure for our client. The EVSE eBook was launched at the 2022 Chicago Auto Show - and subsequently featured at the 2023 Chicago Auto Show - where Powering Chicago was a Premiere sponsor. The Solar eBook was launched right before the 2023 Midwest Solar Expo - where Powering Chicago had a large presence as an exhibitor.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 218 words used.
Content Marketing
Our approach for these topics included developing content for Powering Chicago’s website and blog, social media, and digital advertising to raise awareness of their expertise. In total, we created:
Earned Media
Utilizing the eBooks and fact sheet topics, The Harbinger Group successfully pitched Powering Chicago as experts in renewable energy construction. In total, we created:
Our efforts resulted in 77 earned media stories.
Digital Advertising
Content marketing and earned media served as key tactics to reach our first objective (awareness) and our digital advertising campaigns were the catalyst to reach our second (securing new business leads). In total, we created:
Each tactic within our strategy was developed and implemented to realize our two objectives for these campaigns - awareness and lead generation. By meticulously planning how each tactic would serve these objectives and reach intended key target audiences, our campaign achieved the following results:
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Acquired 700+ new business leads in electrical construction
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Secured 77 earned media articles
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Increased website traffic by 20%
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Grew Powering Chicago’s followers on LinkedIn by 35%
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