Media Blitz Helps Secure $3M California Energy Commission Grant
“Gridtractor’s launch had two objectives: introducing the company and raising awareness and interest in the opportunity to electrify farm equipment among a wide variety of players, which is itself a PR mission. Technica executed the launch very successfully, garnishing widespread coverage that led to inbound communications from high priority targets and receptive audiences when we reached out. The process was collegial and professional, the team gave good advice, and the results exceeded expectations.”
-David Meyers, CEO of Gridtractor
The Results
THE COMPANY
Building on groundbreaking achievements at the intersection of agriculture, energy, and technology, Gridtractor is focused on electrifying the world’s fleet of tractors and diesel-powered farm equipment. Based in California, Gridtractor works with farmers, OEMs, utilities, and regulators to transform tractors and farm equipment into multi-purpose tools for the grid—grid tractors—and helps farmers make more money sustainably.
THE CHALLENGE
In the fall of 2021, Gridtractor sought to launch out of stealth by announcing its first customer. Few people in the agriculture or energy space were aware of the company or its business model. Gridtractor needed to gain the attention of critical audiences and OEMs in climate tech, agriculture, and energy.
THE STRATEGY
Technica developed a media relations campaign that highlighted Gridtractor’s unique service offering, its mission to accelerate zero-emission agriculture and the signing of its first customer. Technica also emphasized critical details about the company’s innovative vehicle-to-grid (V2G) technology, showcasing its potential to reduce agriculture’s carbon footprint and improve industry sustainability.
By underlining the benefits of electrification in agriculture, such as reduced maintenance costs, improved efficiency, and lower emissions, the press campaign effectively communicated the value of Gridtractor’s services to potential customers and partners who shared their commitment to sustainability.
THE RESULTS
The over 100 placements and 20 original articles secured by Technica amplified Gridtractor’s presence and generated significant awareness among its target audience. With a potential reach of 71,759,918, Gridtractor would have had to spend over $649,000 in advertising value to secure the same level of exposure.
The media exposure spurred conversations with key industry players, including Monarch Tractor, and helped the company secure an over $3 million, 3-year grant from the California Energy Commission. This grant was to develop technology to use electric tractor batteries to deliver power to on-farm loads during power outages. The Gridtractor-led consortium of partnering companies for the grant entry included Monarch Tractor, Rhombus Energy Solutions (Borg Warner) and Current Ways.
Cross Section of Media Coverage
