Overview
REC Solar used Antenna Group’s rebranding expertise for its new commercial focus & to establish leadership in the solar industry.
Situation
- Solar energy installer REC Solar spun off its residential sales unit to Sunrun and won backing from Duke Energy.
- Antenna Group was charged with repositioning REC as a one-stop shop for commercial solar only with customers, while navigating lagging commercial solar growth and confusion.
Approach
- Rebranded look and feel and overhauled messaging to educate on REC Solar’s new commercial focus.
- Leveraged technology partners to demonstrate innovation in reducing soft costs, building REC Solar’s reputation as a leader in full-service solar.
- Showcased diverse range of customer wins in regions ranging from Hawaii to New England to build reputation as commercial solar leaders.
- Strategic vertical-focused assault uncovered new stories for government, agriculture, California and Hawaii markets and targeted hyper-specific conferences where customers lived.
Results
- 250M+ media impressions across 200+ articles cemented REC Solar’s market pivot.
- Extensive interviews with sales team uncovered a range of market stories in verticals.
- Secured meetings at dozens of events with targeted media and analysts to increase visibility with customers.
About
REC Solar is a leading solar energy contractor specializing in commercial solar and energy storage systems. The expertise, creativity, and passion that they bring to each project generates great value from solar investments and differentiated customer experiences.