CASE STUDIES

SOLARCITY: Nation’s #1 Solar Power Provider

CHALLENGE:
When ZDS Communications first contracted with SolarCity, solar power was brand new–to our era. Media jumped to tell the story of early adopters putting photovoltaic panels on their rooftops. Today, the well-documented topic doesn’t have the same pull.

ACTION:
We solved the challenge with perseverance, close media contacts and creativity, constantly seeking out reporters and editors who had not told the “solar story” yet and finding new wrinkles–such as SolarCity’s breathtaking hiring rate–deeply relevant to fresh newsworthy trends. Of course, SolarCity itself is constantly making news, which did make the job easier.

RESULT:
Media placements in the Associated Press, the Weather Channel, and local outlets such as the Los Angeles Times and Fresno Bee among others. When SolarCity completed its successful IPO, a senior executive told Dubin Scott she could claim some of the credit for getting the company there. Earlier media hits include Time MagazineForbes and National Public Radio.