Carbon Intelligence needed Deep Green Media’s support for a strong media and communications strategy to reach C-Suite audiences and financial institutions. With our help, Carbon Intelligence now regularly secures coverage in key industry publications.
We support Carbon Intelligence in developing thought-leadership content that speaks directly to C-Suite priorities, while demonstrating the business value of measuring and managing carbon emissions and climate risk.
Case study: Carbon Intelligence
Positioning Carbon Intelligence as a go-to carbon consultancy for the C-Suite audience
“At a time when the climate change news is crowded and everyone is claiming to be an expert, Deep Green Media helps us cut through the noise. It has amplified our reputation as trusted decarbonisation and climate risk partners for financial institutions and the C-Suite audience.
We see Deep Green Media as our “in-sourced” communications colleagues; their team works with us seamlessly, rather than sitting at arm’s length like some agencies.”
— Jane Lucken, Marketing Director, Carbon Intelligence
The Client
Carbon Intelligence helps businesses transform to succeed in a zero-carbon future.
For over 10 years, it has been supporting global market-leading organisations with long term programmes. Its world-class team of strategists, technologists, data scientists and engineers help clients from a range of sectors with a single purpose: to achieve their sustainability, energy and carbon reduction goals.
The Challenge
In 2021, Carbon Intelligence was going from strength to strength. It already had an excellent service offering, adding value to many businesses with its energy management and decarbonization consultancy services.
It also had big ambitions: it knew that financial institutions have a critical role to play in the net-zero transition, and that climate risk management was climbing the Boardroom agenda. It needed to reach asset management firms and speak to potential customers at the C-Suite level.
Carbon Intelligence needed to reinforce the importance (and commercial benefits) of embedding climate into companies’ core business strategy and decision-making.
So, in 2021 Carbon Intelligence undertook a selection process to find a communications agency to complement its excellent in-house marketing team: one who would help position Carbon Intelligence as a trusted advisor that adds business value at the highest level of an organisation.
“The Deep Green Media team consistently impressed us with their in-depth sustainability knowledge, insightful analysis of our target sectors and their ideas on positioning Carbon Intelligence for success.”
— Jane Lucken, Marketing Director, Carbon Intelligence
The Approach
At Deep Green Media, we quickly got to work. It was clear that Carbon Intelligence already had effective marketing activities, events programmes and valuable networks.
The gap was two-fold: Carbon Intelligence needed a strategy to reach senior executives in target industries via major trusted publications, and it needed clear positioning and messaging to build its reputation as the go-to decarbonisation and climate risk experts.
We began working on a comprehensive media strategy, including establishing key messages, target audiences, and mapping territories to own and conversations to join. We worked collaboratively with Carbon Intelligence’s leadership and the marketing team, facilitating workshops, interviews and other research.
We helped identify:
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We distilled these into four core areas that are critical for corporate and investor climate action: establishing science-based targets; supply chain (scope 3) decarbonization and GHG accounting; acting on data insights, and long term partnership.
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Carbon Intelligence’s leadership team already had deep expertise on the nexus of climate and commercial issues for financial services, commercial real estate, corporates and professional services. We built a structured process to ensure representation across all key strategic topics and to respond efficiently to current affairs and external developments.
We then established a strong relationship for Carbon Intelligence with key journalists in leading industry outlets such as Financial Times Advisor, Environmental Finance and ESG Investor, offering commentary, education and expert opinion on pressing issues.
Within three months, Carbon Intelligence secured a succession of op-eds and was frequently quoted on topics including climate issues during AGM season, asset owner net-zero target-setting, carbon disclosure in the real estate sector, and scope 3 carbon accounting and action.
Carbon Intelligence is now regularly asked for commentary on carbon-related regulatory or policy developments. For example, Business Green cited Carbon Intelligence in their review of the implications of the UK’s introduction of mandatory TCFD alignment, alongside António Guterres, UN Secretary General.
The Results
Carbon Intelligence has established its reputation and voice in an extremely competitive space.
Q1 2022 saw coverage in leading relevant outlets with a total reach of 1.26 million.
Through Deep Green Media’s network, Carbon Intelligence has expanded its own network of relevant international sustainability influencers, journalists and business leaders, reaching more potential customers.
“We very much enjoy working with Deep Green Media. The team is proactive and strategic and share interesting, directive ideas. They are collaborative and tactful. Deep Green Media helps focus our thinking and create thought leadership and messaging that’s not just valuable for media and PR work, but that feeds into our broader content and marketing efforts.”
— Jane Lucken, Marketing Director, Carbon Intelligence
