BroomPower – A Scottish Highlands community hydro-electric scheme
The scheme’s organisers, staffed entirely by volunteers from the community, needed to raise £900,000 in order to build and run the hydro. With the deadline approaching and only just over £200,000 raised, Third Rock Communications offered to help gain national publicity for the fundraising effort as a pro bono project. The task was to highlight the investment opportunity to potential investors and encourage participation.
What We Did
We used our journalistic capabilities to unearth suitable and interesting angles for the Scottish national media. One of the most notable angles was the fact that Scotland’s first hydro-electric plant (in the late 1890s) was on the same site where the new hydro would be built. This, along with other facts were used to create compelling copy for the Scottish media. We were then able to secure national media coverage to generate publicity for the scheme. In the final week before the investment opportunity closed, a further story was issued highlighting the opportunity for investors, the community and the environmental benefits offered by the scheme. The target was reached 3 days early and a final success story was issued.
The national media coverage ensured the BroomPower share issue was brought to a wider audience and is believed by the Directors to have been instrumental in helping attract investors to the scheme. Coverage secured by Third Rock was achieved in The Scotsman (circ 26,283) twice, the Sunday Herald (circ 32,204) and BBC online (UVM = 23.4m). Photo Credit: Neil Gerrard