CEO Vision Tour Illuminates Solar Racking Company Unirac


Unirac, a Hilti company, is North America’s leading provider of infrastructure for solar power systems for utility, commercial and residential installations. The company provides a wide variety of photovoltaic (PV) array mounting solutions for solar panels for ground mount, tilt and flush roof mount, and open structure applications. Recognized as an industry innovator on both the product and process side, Unirac is one of the fastest growing companies in the solar industry.

The Challenge

unirac_cropped_logoDespite being North America’s #1 provider of infrastructure for solar power systems, Unirac had done little PR and was virtually unknown outside of the residential installer community. Solar racking systems don’t have much sex appeal, and Albuquerque is hardly recognized as a hotbed of tech innovation.

Sterling Communications was brought on board to create a multi-faceted communications program that would accomplish three things: 1) drive awareness and generate revenue in the commercial and utility markets; 2) insert Unirac – and its customers – into larger industry conversations; and 3) credibly position Unirac as the undisputed leader in the markets it serves.

The Approach

Sterling worked with Unirac to up-level messaging, highlight industry innovations, and demonstrate Unirac’s clear market leadership on multiple levels. This was accomplished by established five points of strategic focus for the communications program:

  1. Broadly disseminate new messaging
  2. Establish thought leadership
  3. Cultivate commercial/utility customers
  4. Amp up media outreach
  5. Broaden analyst/consultant reference base

The Results

The Sterling-orchestrated CEO Vision Tour literally put Unirac on the map with target media outlets. As a result of those 15 in-depth media and analyst briefings, Sterling secured bylined article/blogging opportunities in North American Clean Energy (NACE), Renewable Energy World and Solar Novus Today as well as feature article coverage in GreenTech Media, PV Magazine, SolarPro, SolveClimate, Reuters, and TechCrunch.

“We were thrilled with the results stemming from the influencer press tour put together by Sterling Communications to promote our market leadership in infrastructure for solar power systems. Their strategic counsel regarding our corporate positioning was invaluable,” said Marcelo Gomez, Director of Marketing, Unirac

Sterling also succeeded in inserting Unirac into larger industry conversations as thought leaders. Unirac’s CEO was the only industry vendor quoted in PV Magazine‘s story on US energy goals related to the presidential State of the Union address, and he was offered a coveted spot in the invitation-only Bloomberg Solar Leadership Forum as well.

To highlight successes in the commercial/utility space and showcase the strength and versatility of Unirac’s infrastructure offerings, Sterling actively cultivated customers/partners and placed two in-depth case studies: a glowing, full-page “System Accomplished” profile on RFC Container and Russo Farms in Solar Today and one on the Minneapolis Convention Center installation in AltEnergy.

To amp up the media outreach, Sterling supplemented customer and product announcements with news on partners, ISO certifications and technical innovation such as the solar industry’s first inclinometer iPhone app. By doing this, Sterling established both Unirac’s market leadership and technical prowess, garnering dozens of articles with exactly the right corporate positioning in outlets such as PV-Tech, SolarPro and SolveClimate.

Lastly, Sterling generated a very positive Unirac company profile written by Lux Research and arranged multiple executive briefings with Bloomberg New Energy Finance, Gartner, IDC and Pike Research.

Thanks to the strategic counsel and effective relationship-building skills of Sterling Communications, Unirac has rapidly moved into the public eye as an innovator to watch in solar.

“Since we began working with Sterling Communications, we’ve seen a huge increase in our media coverage and substantially more website traffic. We’ve been impressed with their ability to deliver measurable ROI,” said Gomez.