Case Study

THE CHALLENGE

itselectric was launching its first pilot program with its strategic partners, Hyundai CRADLE and New York City Economic Development Corporation (NYC EDC). The EV charging startup had recently completed a successful funding announcement with an exclusive from CleanTechnica. It wanted to continue its media momentum with the Hyundai CRADLE and NYC EDC first pilot launches. itselectric needed BAM’s support in raising media awareness and attendance for the event, as well as support onsite to coordinate interviews, organize attendees, and capture content for social. 

THE GOAL

itselectric is working to establish itself as the leading solution for EV charging in urban cities. The goal of the in-person launch event for the Hyundai CRADLE and NYC EDC partnership was to provide media, local officials, and community members with a first-hand look at itselectrics’ chargers and their vision for the future of EV transportation.

BAM'S CARE APPROACH

CONNECT
BAM focused its campaign with itselectric on two key projects: securing quality media coverage for its funding announcement and announcing its partnerships with Hyundai CRADLE and NYC EDC.

BAM’s approach involved working closely with Hyundai’s internal PR team to identify and execute media outreach for the partnership announcement. This included securing an exclusive story with Forbes. The announcement went live approximately one week before the ribbon-cutting ceremony was scheduled to take place. Once the news was officially live, BAM leveraged the partnership announcement as a timely hook to invite media to attend the in-person event. Using the announcement momentum as their outreach strategy, BAM was able to secure five ‘media friendlies’ to attend the event in person. 

On the day of the event, the BAM team assisted itselectric’s co-founders, Tiya Gordon and Nathan King, in coordinating onsite interviews with reporters to ensure Tiya and Nathan spoke with all of the media who attended. Those in attendance all got the chance to interact with the product, engage in conversations with the team, and hear itselectric’s mission to change the future of EV transportation in urban cities. Notably, as a result of the in-person interviews, itselectric was quoted in The Atlantic and has since formed a close relationship with Patrick George. Additionally, the event was also well attended by local government officials, members of the climate tech community, and investors. 

AMPLIFY
A successful announcement involves careful preparation and attention to detail. Thorough social planning ensures that posts are prepared and approved in advance to allow the team to follow a detailed checklist day-of and avoid last-minute issues. By finalizing the social content ahead of time, itselectric was able to strategically post on their platforms by 9 am ET in conjunction with the announcement news. This timely execution was key to maximizing viability and engagement across their social channels to guide their audience to the article and itselectric’s website. 

REACH
Attending in-person events is crucial for building strong relationships with the media, as demonstrated by itselectric's participation in BAM’s Media Matchmaking Day events leading up to their pilot launch in Brooklyn. These engagements allowed Tiya and Nathan to refine their media communication skills, ensuring they could effectively convey their key messages and deliver clear, concise soundbites on the day of the launch event.