Positioning a New Company as an Industry Leader
Vertegy, the sustainability consulting arm of Alberici that was founded in February 2005 after achieving LEED Platinum Certification of Alberici’s Corporate Headquarters, hired The Hauser Group in February 2006 to assist with its public relations initiatives. The challenge was to develop and execute a media relations campaign to raise awareness about Vertegy’s services and help to position General Manager Thomas Taylor as an expert in the green building arena.
Over the past five years, The Hauser Group has aggressively utilized a combination of press releases and pitches and award nominations to secure coverage about Vertegy, its projects and its people, and to spotlight Thomas Taylor as a green building expert. We have also developed opportunities for the submission and subsequent placement of numerous bylined articles by Thomas Taylor in local print and regional and national trade and online media outlets, helping to position him as a resource, so that he is now regularly called upon to provide input for articles on a range of sustainability topics.
Our efforts have translated into numerous local, regional and national print placements, multiple TV features and an interview with CNN Radio. Vertegy has claimed a dominant position in the local green building industry, as well as nationwide and overseas. We’ve also positioned Thomas Taylor to be the “go-to” green building source for local and national media. He is also sought after on a regular basis to speak at local, national and international seminars and webinars on a range of environmental development topics. Thomas was tapped by the Associated General Contractors of America to author a book, entitled Guide to LEED® 2009: Estimating and Preconstruction Strategies, released in early 2011. Several publications reviewed the book, and one national trade magazine recruited Thomas to submit an ongoing monthly column solely based on the book’s content. Vertegy has helped 30 facilities earn LEED certification and continues to double its project list every year while growing the company’s revenues and reputation.