THE CHALLENGE
Build the reputation of a female-owned and operated
energy company serving the utilities sector. The
founder aimed to expand her client roster and grow
revenues from the double-digit millions into the triple
digits. A rarity in the energy world, Paxon was founded
by an environmental engineer under the age of 40—
one of only 7% of women in the oil and gas industry t
o hold a C-suite position. Although she was widely
covered in the media and booked for high-profile
speaking engagements on global energy stages, much
of the attention focused on her personality. The challenge
was to shift the spotlight toward the company’s expertise,
services, and proven track record.
STRATEGY & RESULTS
A multi-pronged campaign was launched to reposition the brand and increase business
development opportunities. This began with the creation of content-driven case studies and the
development of a 654-person list of potential customers. These prospects were then targeted with
an automated email campaign. To further familiarize the audience with Paxon, a LinkedIn
campaign was implemented, specifically connecting with professionals who held purchasing
authority for pipeline integrity, wildfire mitigation, methane recapture, and electric maintenance
services within utility companies.
Through LinkedIn, we strategically connected Paxon with decision-makers in target organizations.
Simultaneously, we elevated the company’s credibility by associating the CEO with global climate
and energy forums, including the United Nations, World Economic Forum, New York Climate Week,
and COP climate change conferences. We also redeveloped Paxon’s corporate positioning to
appeal to potential investors and submitted the company for recognition by organizations offering
awards and commendations that could enhance its reputation. Custom infographics were created
to clearly articulate Paxon’s offerings and why they are newsworthy, helping media better understand
the company’s value proposition. To generate meaningful earned media, we carefully selected
publications most relevant to Paxon’s customer base and developed thought leadership byline
for the CEO. These articles, which appeared in Newsweek and ESG Review, were repurposed
in the automated email campaign and shared via LinkedIn to maximize visibility and engagement
