Case Study: Nightside Test Design
Objectives: Founder Peter Brown is a talented engineer and a successful entrepreneur, but he didn’t know a lot about PR in the early days. He looked to Communicate IT to “put a toe in the water” and generate some awareness around Nightside Test Design and the company’s services. As we secured a few key stories in The Press, The Herald, Electronics News and the cover of Computerworld, Peter saw increasing numbers of contacts and prospects who mentioned they’d heard about Nightside from an article they’d read. Enjoying the impact of this early media success, Peter asked what more we could do.
Strategy: As a growing business Nightside did have some budgetary constraints, so we focused on developing polished case studies and industry award submissions to differentiate the company’s expertise and service offerings while Peter and his team managed newsletters and web content in-house.
With the development of genassure, a new offering for the electricity generation industry based on a collaborative project with Meridian Energy, Nightside embarked on a whole new business venture, strategy and revenue stream. As the NZ energy sector is a relatively small target market, strong references and word of mouth are key. We helped Nightside with marketing collateral, case studies and testimonials around their initial service contracts and developed a submission for the 2011 Deloitte Energy Excellence Awards – aiming for further objective endorsement of their new offering and creating a platform for increased industry awareness.
Results: Three strong case studies were developed based on the genassure services delivered at Meridian Energy, Contact Energy and Mighty River Power, and included in the joint Nightside-Meridian submission for the Innovation in Electricity category of the Energy Excellence Awards. The nomination was a complete review of the genassure market opportunity, the competitive environment, the technology, the partnership, the value proposition and the potential for future expansion into export markets. With genassure heralded as one of four finalists, Nightside was invited to the awards gala where the service was profiled in front of 600 senior industry attendees – providing unparalleled exposure, networking and business development opportunities. It was also summarised in the industry’s leading newsletter and website, Energy News.
Nightside went on to win the Champion Canterbury Award for Professional Services (small enterprise) in 2013, as well as being named a finalist for the CDC Innovation/Technology category. The recognition was widely reported in The Press, Business South, Engineering News, Energy News, Infrastructure News and others.
“Working with Shelley and the team at Communicate IT has had a dramatic effect on our profile – initially in the hi tech sector and now with our expansion into the energy market. They are quickly able to understand complex technologies and convey the benefits and value in language everyone can understand. We have relied on Communicate IT for years and they have delivered top quality results on a wide variety of PR and marketing projects.” -Peter Brown, Director, Nightside Test Design