Public Relations Passive Design Solutions
Establishing Thought Leadership and Driving Growth Through Strategic Media Coverage
Client: Passive Design Solution - Media Relations, Thought Leadership, Driving Growth
Client Overview
Passive Design Solutions, founded by a Certified Passive House Consultant and Certified Passive House Builder, is a leader in designing and supporting sustainable, energy-efficient homes. With a remarkable track record of over 100 Net-Zero Ready Passive House projects and guidance provided to more than 30 builders on their first Passive House projects across the U.S. and Canada, the company exemplifies innovation and expertise in green building. Despite its impressive achievements, Passive Design Solutions had minimal media coverage, which hindered its ability to showcase its success and maintain a competitive edge in the growing Passive House market.
The Challenge
Despite its impressive accomplishments, including over 100 Net-Zero Ready Passive House projects and supporting more than 30 builders on their first Passive House projects across North America, Passive Design Solutions faced significant challenges in gaining recognition and visibility. The company had virtually no media coverage, leaving its expertise and leadership in the green building space underappreciated. With increasing competition in the Passive House market, it became critical to showcase the company’s successes and differentiate it from other players. Additionally, Passive Design Solutions needed to reach diverse audiences, from architects and builders to real estate professionals and environmentally conscious homeowners, requiring a tailored approach to media outreach.
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Low Media Visibility: The company had virtually no media coverage, leaving its impressive portfolio of projects and expertise under-recognized.
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Intense Competition: As the Passive House market gained traction, more firms entered the space, increasing the need for Passive Design Solutions to stand out as an authority.
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Market Diversification: To achieve growth, the company needed to reach diverse audiences across various industries, including architecture, real estate, green building, and business.
The Strategy & Key Tactics
Mackasey Howard Communications developed a strategic PR campaign to enhance Passive Design Solutions' visibility, highlight its expertise, and deliver measurable business outcomes.
Targeted Media Outreach
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Market Segmentation: Identified and targeted key market segments, including news outlets, architecture and design publications, real estate media, green building platforms, and business journals.
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Angle Development: Researched and developed relevant, engaging story angles to highlight Passive Design Solutions’ unique expertise, such as their track record in Net-Zero Ready homes, builder support programs, and insights into Passive House benefits.
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Tailored Pitches: Crafted customized pitches for each audience, emphasizing the company’s accomplishments, founder’s credentials, and its impact on sustainability in construction.
Strategic Content Placement
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Secured over multiple pieces of top-tier and niche media coverage within the first three months, including features in high-authority publications like The Chronicle Herald, Fine Home Builder, Bloomberg Environment, Earth911, and OMTimes.
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Positioned the founder as a thought leader in Passive House design through interviews, expert commentary, and industry insights.
Driving Results Through Media Engagement
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Designed campaigns to build immediate and lasting brand recognition, aligning media placements with the company’s lead generation goals.
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Ensured coverage not only celebrated Passive Design Solutions’ accomplishments but also educated potential clients and partners on the benefits of Passive House projects.
Key Results
By securing extensive media coverage and positioning the founder as a thought leader, Mackasey Howard Communications helped Passive Design Solutions achieve unparalleled visibility and business success. The campaign not only elevated the company’s profile in the Passive House and green building industry but also drove a dramatic increase in leads, conversions, and market recognition.
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Immediate Business Impact: Within just two weeks of the campaign launch, Passive Design Solutions saw more solid leads and sales conversions than it had in the entire previous year.
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Expanded Reach: The campaign significantly boosted website traffic and lead generation, attracting clients and builders from across North America.
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Ongoing Media Momentum: Secured over 35 media placements in three months, resulting in sustained visibility and authority in the Passive House and green building sectors.
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Positioned as a Market Leader: Through strategic coverage, Passive Design Solutions is now recognized as a leader in Passive House design and consultation, distinguishing itself from competitors in a crowded market.
The success of this campaign underscores the power of strategic media outreach in transforming a brand's visibility and credibility. By focusing on tailored messaging and targeted placements, Passive Design Solutions has not only increased its market share but also strengthened its reputation as a pioneer in sustainable building practices.