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Solatube International
Challenge:
Although The McRae Agency had already worked with Solatube for years, supporting its new commercial division involved similar challenges to taking on a new client. Solatube’s management was still finalizing a strategy for bringing its product to the commercial market, and they looked to The McRae Agency for guidance. Positioning TDDs for commercial use would also require a more refined and technical approach to public relations, as building professionals would look for quantifiable advantages to utilize TDDs. Budget limitations prevented the agency from conducting primary research.
Background:
Solatube International Inc., based in Vista, California, pioneered a new daylighting category in the 1980s: the tubular daylighting device (TDD). Its compact, tubular design revolutionized daylighting architectural solutions by offering a high-performance, flexible alternative to windows and traditional skylights. After leading TDD residential sales for a decade, Solatube decided to expand into the commercial market.
The McRae Agency had successfully supported Solatube’s residential marketing with strategic public relations efforts for five years. Building on this relationship, Solatube tapped the agency to lead a public relations campaign for the commercial launch, with the goal of establishing Solatube as a leader in energy-efficient daylighting products for commercial applications.
Solution:
The McRae Agency dived into extensive secondary research to develop a comprehensive understanding of the new commercial division and its goals. This included participating in an orientation program, attending daylighting seminars and conferences, and conducting an all-day strategic planning session with Solatube’s sales, marketing and research and development teams.
The agency also interviewed builders, contractors, and architects to tailor a targeted campaign to their needs. They further researched trade associations and conventions dedicated to the commercial market and performed a thorough competitive analysis.
Based on the crucial findings of this research, the agency crafted a public relations plan strategically targeting the decision-makers in commercial building, including architects, facility managers, energy managers, building owners, and contractors. The agency started with a soft launch in San Diego in October 2000. The agency leveraged a California energy crisis at the time by highlighting how TDDs offered an energy-efficient daylighting solution that reduced reliance on electric lighting. The agency supported local outreach with hard data, unbiased expert commentary, and real-world tips.
This was followed by launching an aggressive national campaign in January 2001, which targeted key commercial media spanning business, real estate, architecture and building, facility managers, building owners and end-users.
To build credibility with the target audience of building and design professionals, the agency highlighted data from a Solatube technical analysis that measurably demonstrated the value of daylighting commercial interiors. This featured research linking daylight exposure to improved occupant well-being, as well as data showing how daylighting could improve property value and marketability.
Objectives for the launch included:
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To create a complete press kit specific to the commercial division
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To obtain three hits in the San Diego business media
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To coordinate at least two meetings with San Diego architectural firms
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To obtain 25 hits in national trade publications
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To secure five interviews for Solatube’s technical director
Results:
The McRae Agency met its objectives for the San Diego soft launch. They created a tailored press kit, including a company fact sheet, which included: a commercial division fact sheet, a new product announcement, commercial tip sheets, facts on the many benefits of natural daylight, a list of daylighting experts, a company history, and management biographies.
The agency secured coverage among several San Diego business outlets, including the San Diego Union Tribune, San Diego Business Journal, San Diego Daily Transcript and San Diego Metropolitan. The agency was also instrumental in coordinating three commercial product reviews at local San Diego architectural firms.
The national launch proved extremely successful in earning media coverage. The agency secured major feature stories in USA Today, Chicago Tribune, North Bay Business Journal, and 680 Business Journal. Solatube’s commercial product appeared in more than 30 national trade publications, including Energy Decisions, Fenestration, Today’s Facility Manager, New Equipment New, Facilities Manager and Government Product News.
Solatube’s technical director was interviewed and positioned as a leading industry authority six times by local and national media.
These combined efforts prominently positioned the previously unknown commercial arm of Solatube at the forefront of the commercial industry. First-year sales for the commercial division far exceeded company expectations. Several new staff members were added to the commercial division, including those in sales and marketing to handle the influx of product inquiries. The company outgrew its new production facility just two years after building it. Additionally, Solatube landed major contracts with San Diego Gas & Electric and the California Energy Commission.
Recogntion:
The Solatube commercial division launch received a Bronze Anvil Edward L. Bernays Mark of Excellence Award from the Public Relations Society of America.