CASE STUDY

Future Ready Fuel

An integrated PR and Digital Marketing campaign to build consumer support
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Client

OFTEC

Sector

Energy

Services provided

Public Affairs

Public Relations

Social Media Management

Web Development

Digital Marketing

Graphic Design

The Situation

PLMR Genesis has been working with OFTEC to support the transition of the oil heated households onto low carbon technology as part of the UK’s net zero targets. Successive governments have focussed on heat pumps as the primary solution, but OFTEC identified the challenges in applying this approach to the off-gas grid sector. There was also growing concern amongst consumers about the cost they would face, who felt they didn’t have a voice. OFTEC, alongside industry partners, demonstrated an alternative solution in the form of renewable liquid fuels. PLMR Genesis was tasked with harnessing consumer support to put pressure on MPs and Ministers to secure government policy change. This activity was undertaken as part of a wider public affairs campaign led by OFTEC and other partners.

What we did

We developed and designed the Future Ready Fuel brand with an engaging look and feel for consumers. A website was built as the hub for the campaign which continually evolves with new messaging to keep off-grid households informed. The website hosts template letters and guidance for supporters to share with their local MP to build support. We’ve also run periodic digital advertising campaigns across Meta and Google, targeted to rural areas to promote the Future Ready Fuel brand. This is integrated with a wider media relations campaign across consumer and sector media.

The Result

The website has seen substantial growth in the two years the campaign has been running and achieves tens of thousands of visitors every month. The Future Ready Fuel campaign also has a growing supporter base with an average of 100 joining every month. Several thousand template letters have also been downloaded and sent to local MPs with dozens of responses received from MPs and government minsters. A survey also found over 90% of rural consumers supported the campaigns call for the government to recognise renewable liquid fuels. Working alongside the digital advertising and media relations activity, the PR and Digital Marketing integrated campaign has helped to increase awareness of the Future Ready Fuel brand and provide a platform for consumers to share their voice. Working alongside OFTEC and other industry partners and agencies, the campaign has helped to build government and policy support for renewable liquid fuels which will help deliver an affordable low carbon future for millions of homes.

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.