Howorth goes green with mySmart CTI

Howorth began work with mySmart CTI in late 2009 and together, have worked to raise awareness of the solutions available for commercial building owners, facility managers, electrical engineers and lighting consultants.

mySmart CTI is an Australian company that saw a burgeoning market for energy efficient solutions, as early as 2001, when the business was formed.  The concept of green buildings was once deemed ‘new age’ and the challenge was in educating potential customers about energy efficiency. For some, it can seem overwhelming – business owners seeing both time and initial costs as barriers to making the switch.

Howorth has helped mySmart CTI to further enhance its reputation as a leader within the industry, building long term equity with key customers, partners and stakeholder groups. The campaign to-date has taken a phased approach:

• Phase 1: Educating target audiences about the issues, obligations and opportunities associated with sustainable practices.
• Phase 2: Demonstrating the effectiveness of mySmart CTI solutions through case studies, showcasing both the features and benefits of mySmart CTI products and projects.
• Phase 3: Elevating mySmart CTI’s profile through the use of opinion-driven content, by providing commentary on topical and regulatory issues.

mySmart CTI Managing Director, Peter Garrett, said the PR program had shown tangible results:

“There were several examples of leads directly attributable to PR in 2010,” he said. “The heightened awareness of our products and services has made a real difference in having conversations with customers.”

“We are working with Howorth to educate the industry, and our prospective customer base, on the energy efficiency issues directly relevant to them; to help them get the most out of their surroundings, while remaining environmentally responsible.”

The campaign has delivered coverage for mySmart CTI across a range of business titles, including The Sydney Morning Herald, The Age and Open Forum, and industry publications including Sustainability Matters, The Circuit and Electrical Solutions.

Howorth helps Telstra cement the link between sustainability and ICT

Telstra and WWF launched a sustainability white paper outlining climate change, its implications for Australian industry and how information and communications technology (ICT) can help organisations reduce their carbon footprint. The white paper also included a set of tools for organisations to evaluate the environmental and financial benefits of ICT investments.

Howorth invited key business, technology and environmental writers to attend the launch, conducted via high definition video conferencing. Over 15 journalists in Sydney, Melbourne, Canberra and Adelaide attended, with key spokespeople including:

• Senator the Hon Penny Wong, Minister for Climate Change and Water
• Greg Bourne, Chief Executive Officer, WWF Australia
• David Thodey, Group Managing Director, Telstra Enterprise & Government
• Hugh Saddington, General Manager, Market Strategy and Analytics, Telstra Enterprise and Government

Howorth maximised media interest by leveraging the Australian Government’s proposed Carbon Pollution Reduction Scheme effective in 2010. The proposed changes in carbon pricing will also encourage organisations to seek alternatives to energy use and travel. Howorth recognised the implications for businesses and used this as an avenue for Telstra’s white paper to make headlines. This also helped to position Telstra as a credible technology supplier in helping business reduce their carbon emissions.

High impact targeted coverage appeared following the event including pieces in the following outlets:

• SBS
• The Australian Financial Review
• The Sydney Morning Herald
• The Age
• ABC News Radio