Stakeholder Engagement & Media Relations for Solar Energy Groundbreaking

Challenge

Kuubix Energy, a full-service solar installation company, partnered with Southern California Edison to expand SCE's Community Renewables Program. With the support of Solegreen, a global clean energy investor, Kuubix designed and developed a 3 MW-AC solar facility in Lancaster, CA. Kuubix and Solegreen planned a groundbreaking ceremony to initiate construction and inform the community and business partners about the project. CPRA Studios was brought on with just eleven days until the event to manage outreach to elected officials, business partners, and media.

Approach

Our team started with the data. Mary believed her audience was primarily middle-aged women. She estimated 75% or more fit that profile. We pulled demographic data from her Amazon sales account, website analytics, and social media insights. The reality was different: her readership was nearly evenly split between men and women, with her female audience ranging from 24 to 65. That changed the entire strategy.

We studied Mary's book and other written content to understand her voice, a process we call "copy stalking," then built a three-month social media campaign around it, designed to build awareness and continue gathering audience data.

Result

The groundbreaking received attendance and public recognition from the offices of House Representative Mike Garcia, California State Assembly Member Tom Lackey, and Los Angeles County Board Supervisor Kathryn Barger. Southern California Edison representatives and Solegreen's investors from Israel also attended. The Antelope Valley Times featured the project in their Business Section, extending awareness beyond the event itself.