CASE STUDY - Future Energy

Client: Ultra Light StartUps            

Practice Areas: Energy, Technology

Capabilities: Media Relations,  
Research & Evaluation


Ultra Light Startups is the largest U.S. based startup-investor pitch event series and organization. Founder, Graham Lawlor, started the event series focused on Internet technology startups. After hosting regular events in NYC and Boston, Shell’s GameChanger group approached Graham about starting another pitch series for energy/cleantech startups. Shell’s objective was to understand what is happening in energy innovation and which entrepreneurs are leading the charge.

The Challenge

Despite a well-established presence for the Internet technology startup event series, Indicate Media was tasked with raising awareness – both online and offline – among the media and the larger cleantech community for the Future Energy event series. Our objective was to promote Future Energy events, create an online/social media presence, build out an engaged online community and drive usage of the crowdvoting platform that would serve as the foundation for the community.

The Results

We initiated a strategic communications campaign employing branding tactics, social and traditional media relations, online community building as well as provided support for the various Future Energy events. For the campaign, we:

  • Strategically crafted Future Energy’s brand messaging
  • Drafted regular content (including social, thought leadership, video, etc.) for the Future Energy website and its crowdvoting platform
  • Researched and counseled the team on community platform options
  • Executed media outreach for the ARPA-E Energy Innovation Summit, Future Energy Boston event at MIT and Future Energy Silicon Valley event at Stanford
  • Planned, maintained and executed Future Energy’s social media presence

Armed with a refined corporate message, we reached out to national and local media, bloggers and Internet publications that focused on energy/cleantech, innovation and entrepreneurship. Media coverage of Future Energy events and Graham as a thought leader in the startup space included media outlets such as Forbes, CBS SmartPlanet, Inc., Greentech Media and MIT Technology Review. The successful communication campaign helped drive awareness of Future Energy’s mission, drove attendance at Future Energy events and created a dedicated online community.