Creating awareness and establishing authority through thought leadership

Copper Development Association


With a newly launched Sustainable Energy Program, the Copper Development Association (CDA) was faced with creating support for and awareness of the importance of copper among policy and industry groups involved in energy efficiency matters, as well as with highlighting copper’s benefits in motors, transformers, energy storage and in renewable energy production.


Kellen was able to position the program’s director as a thought leader and industry expert in the sustainable energy program by converting CDA’s comprehensive market studies into more concise and easy-to-read marketing pieces.  Studies on energy storage technology, and solar and wind energy generation were designed into one-page fact sheets, infographics and brochures to distribute at meetings with allied organizations and industry stakeholders and at key conferences and tradeshows.  In addition, we created news about copper from the studies to secure byline articles in the targeted energy trade publications.  By making the director an authority in the energy sector, she has become a sought after speaker on copper’s emerging role in renewable energy technology.

  • Presented on CDA’s market data and on industry trends at the TechConnect World Innovation Conference, AWEA WindPower Conference and Solar 2015 Conference.
  • CDA partnered with the Alliance to Save Energy on the Energy 2030: On the Road, a national campaign in Las Vegas and New York, which was geared towards raising awareness for the need for doubling the U.S. energy productivity goals. Major media coverage included ABC, NBC and CBS news affiliates in Las Vegas.
  • Featured in key industry publications, including byline articles in Renewable Energy World, Mining & Power Energy & Infrastructure, Windpower Engineering & Development, Energy & Mining and more.
  • More than 35 online and print articles and 2 million + impressions