The Company
Founded in 2001, Tritium (NASDAQ: DCFC; DCFCW) designs and manufactures proprietary hardware and software to create advanced and reliable DC fast chargers for electric vehicles. Tritium’s compact and robust chargers are designed to look great on Main Street and thrive in harsh conditions through technology engineered to be easy to install, own, and use.
The Challenge
For years, Australian-based Tritium was mainly a white-label DC fast-charging hardware provider with very low band recognition and little public presence outside its home country and Europe. When the company opened its first US-based office in 2017 to expand American sales, public knowledge of Tritium needed to grow.
The Strategy
In 2020, Tritium hired Technica Communications to increase brand awareness and gain the attention of electric vehicle industry leaders in the US market. The company wanted to move beyond third-party white labeling to be known as a technology leader in the industry.
Technica strategically laid the groundwork with targeted messaging that matched media and customer interest. Next, it helped the company bolster its presence through regular news announcements and thought leadership campaigns. After two years of targeted media exposure in trade and mainstream business press, Tritium initiated a SPAC and started planning for a new US manufacturing facility. Technica directed a blitz of news announcements during the next nine months to keep the company top-of-mind with investors and customers. The press release announcing the company’s new Tennessee facility brought the company attention from the White House and a public press briefing with President Joe Biden. This opportunity was critical after aligning Tritium’s messaging on US manufacturing with the Infrastructure Investment and Jobs Act (“Bipartisan Infrastructure Law”) that will provide $7.5 billion of investment for deploying a network of 500,000 EV chargers along highway corridors in the United States.
The Results
The consistent public relations support Techniaa provided over two years significantly supported its business efforts, including several noteworthy partnerships, the completion of a successful public offering on the NASDAQ, and gained the attention of The White House, with Tritium CEO Jane Hunter sharing the stage with President Biden and his team to announce their new manufacturing facility.
Technica secured nearly sixty earned article placements for Tritium’s US expansion, seventeen coming from high-reach mainstream media, including Bloomberg, Forbes, CNN, ABC, and Reuters. The expansion announcement achieved a potential reach of 9.6 billion and over $43 million in advertising equivalency value, largely thanks to the announcement’s timing in conjunction with the White House visit.
Président Joe Biden commended both Tritium’s efforts to advance domestic electric vehicle charging manufacturing in the US as well as the company’s overall influence and impact on the transition to EVs.
Overall, Technica’s consistent strategies to reframe and align company news and milestones with current media and policy conversations influenced Tritium’s ability to achieve such significant brand awareness to such an extent that the President of the United States saw political capital in aligning himself with the company’s success.
When two years of media coverage are considered, the US brand awareness campaign included seventeen press releases, 4,076 article placements, 13,352,561,295 in potential reach, and $78,067,967 in AVE.
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