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GreenHunter Energy taps Origin for brand expertise
Houston—June 24, 2008—When GreenHunter Energy (AMEX: GRH) wanted to refine its renewable fuels and power businesses brand, it found an eager partner.
“GreenHunter presented a unique opportunity for Origin to apply years of traditional energy brand and marketing experience to a leader in the field of renewable energy,” said Jim Mousner, creative director and founding partner of Origin.
“The company is poised for rapid growth and Origin is ready to contribute to its success by helping GreenHunter build the most successful brand possible,” he said.
Origin designed and provided copywriting for GreenHunter Energy’s 2007 annual report, “Planting the Seeds.” It represents a company uniquely positioned to capitalize upon a portfolio of several different renewable energy businesses.
“Origin helped us communicate our business philosophy, emphasizing our focus on profitable businesses,” said Jack Zedlitz, Director of Corporate Communications for GreenHunter Energy. “The annual report captured the essence of GreenHunter, how we brought together the best, most experienced minds in the energy and financial industries to build the ‘new energy’ business of the 21st century.”
Just four months after GreenHunter began trading on the AMEX, its shares had risen over 70%, underscoring investors’ appetite for a portfolio strategy differing radically from other renewable energy start-ups.
Pleased with Origin’s ability to capture and communicate GreenHunter’s brand message to investors, the company turned to Origin’s public relations team to handle the grand opening and press conference for the GreenHunter Renewable Fuels Campus.
“We wanted to expand our brand message to a wider audience and have a first-class event for our investors, friends and family, and employees who worked so hard to get the refinery operating on a tight timeframe,” Zedlitz said. “To do that, GreenHunter needed a local full-service PR shop that could organize and execute strategic government and media relations for our grand opening event in Houston. Together, Origin and GreenHunter created a line-up of speakers and event messaging that resonated with media.”
Grand opening speakers included Texas Governor Rick Perry, the U.S. Department of Energy Deputy Secretary, two Congressmen, Houston’s Mayor Pro Tem and the area Harris County Commissioner.
Knowing GreenHunter had just one chance to make the most of its grand opening opportunity, the Origin PR team incorporated effective messaging strategy to face a stiff headwind of competition for media attention.
“The nation’s largest wind energy conference was in Houston at the same time, competing for airtime and print coverage,” said Ann Taylor, Origin Public Relations Director.
Fortunately, GreenHunter had an appealing message about transforming a neglected waste oil storage facility and chemical plant on the Houston Ship Channel into the nation’s largest refinery of clean, renewable energy.
Spotlighting the controversy over food versus fuels and GreenHunter’s ability to use non-food feedstocks to make its biofuels, galvanized media interest.
“We were able to impress upon a larger audience GreenHunter’s position as the largest, and most versatile biodiesel refinery in the country,” said Sahar Wali, Origin Public Relations Account Executive.
Those messages, plus the dynamic personality of GreenHunter CEO Gary Evans, helped GreenHunter reach a more diverse audience.
“Thanks to GreenHunter’s great execution and follow-through, we delivered powerful visuals and eloquent spokespersons to drive front-page and national TV coverage,” Taylor adds.
Origin also created event invitations using the annual report design as a springboard, complementing its media relations, government relations and special event logistics services.
“We needed to make a big impact on a lot of different audiences,” Zedlitz said. “Origin helped set the right tone for all of them with successful execution on all fronts.”
About GreenHunter Energy
GreenHunter Energy is focused on the renewable energy sectors of wind, hydro, geothermal, solar, biofuels, and biomass power plants. Our assets consist of leases of real property for future development of wind energy projects located in Montana, New Mexico, California, Texas, and China, the nation’s largest biodiesel refinery located in Houston, Texas, and a cow manure-fired power plant located in El Centro, California. Headquartered in Grapevine, Texas, GreenHunter Energy was formed to be the first publicly traded renewable energy company based in the U.S. that provides to investors a portfolio of diversified assets in the alternative energy sector. Additional information about GreenHunter Energy may be found at www.greenhunterenergy.com.
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