Project - Tetronics
Tetronics’ 97 reference sites are helping its multi-national clients meet the net zero agenda and the company has a strong pipeline of future projects in CO2 reduction; sustainable energy supply; alternative fuels; process electrification; energy and critical minerals security.
As the business moved on, Tetronics wanted to update its legacy brand message and digital presence to reflect new business direction. Next, the goal was to grow revamped brand awareness and generate organic leads.
To achieve these objectives content creation was essential for this client. Together with a dedicated content writer and PR expert, whom we brought to the team, we put together a multichannel content and PR plan, which resulted in lead generation.
​My responsibilities in the project:
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account management, establishing initial objectives, being the main contact point;
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developing a strategy and a tactical plan according to the objectives and budget;
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briefing content team and managing content creation;
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content approval and publishing;
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PR outreach, securing media coverage;
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website redevelopment and web content update.
Brand Messaging & Content Strategy
Tetronics has a strong background in plasma technology, with 60 years of experience and almost 100 reference sites globally. However, its communications mainly highlighted past work in hazardous waste management. Our strategy was to reposition the Tetronics brand as a leading authority in the broader cleantech industry.
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The Challenge: Tetronics had a clear vision for its industry image, guiding the brand repositioning process. Understanding the complex plasma technology at the core of their business was a challenge, but essential for simplifying and adapting it in brand messaging for a broader audience.
Another challenge was getting the tech team of experts to share their thoughts and approve content. They were more accustomed to focusing on product features rather than addressing industry problems and customers' needs.
Our Solution: We started by organising a messaging workshop with Tetronics' leadership team and did further SWOT, competitor and ICP analysis. This helped us simplify the essence of the business and create key messages covering various aspects.
Having established the brand messaging the Client was happy with, we developed an initial tactical plan that combined:
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press releases on typical project milestones (from contract wins to trial results);
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LinkedIn profile optimisation and a regular drumbeat of LinkedIn and Twitter posts, combining Tetronics’ own news and opinions with commentary on target industries and clients;
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a series of thought-leading hero articles outlining Tetronics’ solutions to key pain points for each agreed market.
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a social media booster campaign including a focus on the personal LinkedIn accounts of Tetronics’ key spokespeople.
To address the challenge of extracting leadership thoughts from the tech team, we offered to interview the tech experts to understand their voice better and use their language for faster approval.
Client's Result: Issuing press releases and placing thought-leadership articles have secured regular and widespread coverage in priority cleantech and target sector press including Hydrogen Economist, Energy Digital, FuelCellsWorks, New Energy World, Electronics Today, Mining Digital, Gasworld, Glass Worldwide, Mobile News, Solarify.
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Consistent press coverage, alongside regular social media activity, resulted in a demonstrable increase in the volume and relevance of online interest. Tetronics’ LinkedIn page has seen 15 times growth in page views and 27 times increase in followers.
Website Revamp
We developed a new brand message that needed to be shared on various online platforms, including the Client's website. I took the lead in the UX and backend updates, collaborating closely with the content team to create new web copy that communicates the key messages effectively.
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The Challenge: At Tetronics, there was no marketing team, which gave me the freedom to propose new sitemap, select imagery, and make changes to the backend autonomously. On the flip side, this also meant that all approvals had to go through the company CEO, which ended up extending the project timeline.
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Our solution: Emphasis on the new brand messaging and detailed analysis of Google Analytics allowed us to improve user experience by creating a more straightforward sitemap, decluttering legacy content and creating clear CTAs. Moreover, we created and incorporated video animations to showcase and explain complicated processes.
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Client's Result: Combined efforts from the PR, LinkedIn activities and website update not only increased brand awareness but also generated a 30% increase in website traffic in 3 months which resulted in and 10% in the number of qualified leads. ​