1. Telling your
energy efficiency story

2. Who am I?
• Storyteller
• Help business across the US – blah

8. Craft & share
compelling stories.

9. What is your story?

10. Acclaimed Programs.
Esteemed Professors.
Top Students.

11. Best Doctors.
Proven Outcomes.
Innovative Research.

12. Novel Design.
Outstanding Amenities.
Enviable Locations.

13. Look for layers.

14. How can energy efficiency
become part of your story?

15. Times have changed.

16.  Half of all Americans consider environmental impacts
when deciding whether or not to buy a product.
 The intention to purchase energy efficient
appliances and cars is a majority norm.
Yale & George Mason Study – June 2013

17. Understand your
audience(s).

18. Break it down.
Make it relatable.

19. What now?

20. 2Old vs. New

21. Remains a primary driver.
Third-party credibility.
Broad awareness.
traditional media

22. Mechanics
of a media
campaign.
Go beyond press releases.

23. Capitalize on trends.
Become part of
trends in your
community or
industry.

24. Humanize
your story. Company and executive
profiles provide unique
opportunities.

25. Become a thought leader.
Bylined articles
and opinion
pieces
showcase
expertise.

26. Celebrate successes.

27. No middleman.
Connect directly.
Engage with supporters.
social media

28. Explore every angle.
Rowan Oak Hospital New Lighting System:
• Total Project Cost: $107,000
• 1st Year Energy Reduction: 335,884 kWh
• 1st Year Cost Savings: $34,614

29. Rowan Oak Hospital
Hit the switch on our new, smarter lighting system – we’re set to save
$35k in first year! #energyefficiency #efficienthealthcare
Rowan Oak Hospital
New lighting system not only saving dollars, it’s saving our air from
the same amount of carbon dioxide that would be produced by
burning 26,000 gallons of gasoline! #energyefficiency
#greenhealthcare
Rowan Oak Hospital
New lighting system adjusts to ambient light, reducing eye-strain for
patients and staff! #energyefficiency #healthyworkplace

30. Share unique content.

31. Embrace multimedia.

32. Traditional
Social

33. Rich &
Multilayered
Story.

34. Accomplish objectives.
Attract new customers.
Strengthen credibility.
Build community support.

35. Recap.
Energy efficiency is an important layer to your
organization’s story.
Understand the difference between audiences.
Break down your message, make it relatable.
Traditional media remains a powerful tool and
opportunities are everywhere.
With social media, explore every angle to build
support and engage with audiences.

36. Thank you.
Ryan Witherell
Partner, Seigenthaler Public Relations
@rwitherell
linkedin.com/in/rwitherell
seigenthaler.com