The challenge
Silver Spring Networks was a leader in smart grid technology, developing advanced systems to modernize energy infrastructure and improve efficiency. But public perception was lagging. In states like California, smart meters were facing consumer skepticism and media backlash. Silver Spring needed more than PR. They needed a communications strategy that could make the smart grid understandable, relevant, and welcome in people's lives.
The strategy
I partnered with Silver Spring to build a multi-pronged strategy that reframed the smart grid story around public benefit, education, and values. Working closely with their team and agency collaborators, I helped create and launch the "Connect. Transform." campaign, a human-centered effort designed to explain the grid through real stories, local partnerships, and accessible resources. Key components included:
- A Smart Grid Symposium series: quarterly convenings of utility marketing heads, including PG&E, Florida Light & Power, and ComEd
- A K-12 curriculum rollout: the "Smart Energy Future" program reached over 500 students in 17 schools across California and Ohio, supported by utilities like SMUD and AEP
- Media-ready launches, including a front-page New York Times Business Day feature from the school-program debut
- Faith-based outreach: smart grid education materials distributed to 500 religious leaders, plus clergy op-eds in The Huffington Post
- A "mom influencer" campaign that secured 30 articles and 335,000+ impressions
- A social campaign: @GetGridInfo generated 8,000+ impressions and 1,000+ followers in year one
- A companion site, asmartenergyfuture.com
The outcome
- Positioned Silver Spring as not just a tech vendor, but a trusted voice in energy education
- Helped turn a complex, misunderstood topic into a community-first initiative
- Achieved coverage in The New York Times, The Huffington Post, and utility press
- Won PR News' CSR Award for Best Campaign in Corporate Social Responsibility
- Created lasting partnerships with utilities, schools, influencers, and civic leaders, and a replicable model for values-driven infrastructure communications