Case study
The Issue Of Rural Heat Provision
As the trade body representing the interests of the UK wood pellet sector, the UK Pellet Council looked to raise awareness of the benefits of wood pellets for heat. For increased impact, the campaign would focus on rural areas, for business & industry, as well as consumers in their homes, where usage was highly appropriate.
For many rural residents and businesses, wood pellets offer the only suitable sustainable fuel source, however they are left behind by policy that favours urban voters.
A key factor in the campaign’s success was the ability to distil complex messaging and technical research into clear, digestible content. This involved developing concise briefing documents and tailored communications that effectively engaged MPs, journalists, and other stakeholders. Given the finite resources of these audiences, all materials, from documents to emails and calls, were designed to be informative, engaging, and succinct.
The campaign launch coincided with the election of the first Labour government in fifteen years, introducing new challenges and opportunities. This shift required a refresh of our messaging to align with the new government’s manifesto and priorities. We quickly identified newly elected MPs, many of whom had limited awareness of rural energy issues. Our strategy focused on cutting through the noise by identifying key MPs with an interest in rural issues, tailoring our outreach at the constituency level, which was a top priority for these new representatives.
Given the highly technical and niche subject matter, we began by conducting a thorough SWOT analysis session. This was a crucial first step before developing our key campaign messages and briefing materials. With strategic support from our advisors in Westminster, we undertook a comprehensive review of the evolving political landscape, identifying and reaching out to rural MPs, relevant stakeholders, and energy correspondents across national media.
Recognising that the newly elected MPs were inundated with request on a wide range of issues, we opted for a traditional engagement approach to cut through the noise. We leveraged personal phone calls and postal briefing documents to ensure cut-through. To further spark interest, we developed a bespoke creative mailer for a select group of high-priority recipients.
In parallel, we devised a strategic digital campaign which factored in blog and social media content responding to frequently asked questions and carrying key messages.
The campaign successfully raised awareness of the benefits of wood pellets for heat, targeting key rural constituencies and driving impactful results across the UK. The results included:
