IGS ENERGY
Boosting Service Offering Awareness with 1500% SOV Increase
IGS Energy
Industry: Energy
IGS Energy is an energy retailer that serves more than 1 million customers nationwide. It empowers homeowners and businesses to source the right energy, manage their costs and carbon footprint and protect the systems that keep their operations running efficiently. IGS Energy offers traditional and sustainable technologies and services, including 100% renewable electricity, carbon-neutral natural gas, solar energy systems and other energy-efficiency products.
Challenge
IGS Energy collaborated with Belle to launch a high-voltage PR campaign to establish itself as a powerhouse in the energy space and the leader in a pragmatic transition to renewables. Belle also led a short-term regional campaign focusing on the rollout of a community solar program in Baltimore, Maryland.
APPROACH
Belle launched an incremental strategy to pursue thought leadership in trade media and boost service offering awareness + credibility. Belle engaged with IGS’s sales leaders to gain insights into target markets and to understand the nuances of multiple audience segments. PR efforts were aligned closely with sales priorities for maximum relevance and impact.
PROGRAM
Belle developed a matrix with key storylines for each of IGS's target audiences and proactively secured opportunities with top media. Belle coached IGS’s subject matter experts (SMEs) to author bylines and speak with reporters in ways that promoted business goals.
OUTCOMES
Over 12 months, Belle secured 50+ media opportunities and over 21 million impressions with 63% of trade media articles linking back to the IGS website. IGS increased its share of voice (SOV) by 1500% to surpass competitors who historically dominated industry conversations. By owning 36% of trade media mentions for its competitor set—14 percentage points higher than the next ranking company—and achieving 100% positive sentiment, IGS penetrated industry news and became an established thought leader on energy efficiency within manufacturing, healthcare, retail, hospitality and risk management. Additionally, intentional bylines earned IGS coveted space on Page 1 of Google Search results for keyphrases like “energy efficiency for manufacturers” and “energy costs for restaurants.”
Media outreach in Baltimore secured meaningful and positive news coverage that supported the rollout of IGS services. Earned mentions and features drove new customer interest, created tangible touchpoints for sales teams, increased website traffic and provided halo support to field and solution center teams.
