Fast Charged PR Roadmap to US President Joe Biden White House
White House Briefing
Two Years of Achievements
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.
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, general knowledge of Tritium struggled to grow. The company secured Technica to change that.
Starting in 2020, Technica strategically laid the groundwork with targeted messaging that matched media and customer interests and devised an outreach strategy to raise the company’s profile among key audiences, especially investors. In 2022, Tritium initiated a SPAC and started planning for a new US manufacturing facility. Technica updated its strategy to support the company’s focus on a regular cadence of news that spoke to what investors and corporate partners looked for in the company and kept it top of mind. This blitz news effort culminated in announcing the company’s plans for a new manufacturing facility in Tennessee. There Technica aligned Tritium’s messaging 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.
By aligning the company’s messaging with legislation important to the Biden Administration, Technica captured the attention of the Biden Administration. This resulted in a White House press briefing where Tritium CEO Jane Hunter shared the stage with President Joe Biden. In addition, the consistent public relations support Technica provided over two years significantly bolstered its business efforts, including completing a successful public offering on the NASDAQ.
For Tritium’s US expansion, Technica secured nearly 60 earned article placements, 17 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.
Building this US brand awareness for Tritium included the publication of 17 press releases. Those announcements garnered 4,076 article placements, 13,352,561,295 in potential reach, and $78,067,967 in Advertising Value Equivalent – meaning how much it would cost the company in advertising to obtain the same level of media exposure.