Being a power player means looking like one

Client: PowerSecure

The Project

PowerSecure International, Inc. is a leading provider of energy technologies and services to major retailers, utilities, healthcare facilities, ecommerce companies and other digital giants, the military and data centers. Its Distributed Infrastructure (formerly known as IDG) division produces, installs and provides monitoring of standby power generation, energy storage and microgrid solutions. Although their solutions are innovative and in many ways, unique, they needed to raise their profile within a marketplace occupied by larger, better-established players. For PowerSecure to compete, we saw that their brand, messaging and collateral needed a consistent look and feel – as sophisticated and sleek as the clients they sell to.

Client Objective

Grow from a $250M business to a $500M business.

Shelton Strategy

While PowerSecure had a vision for their business, it was up to us to incorporate that vision into their brand. We saw that the Distributed Infrastructure division’s brand identity was not well developed. Their sales materials were inconsistent and in some cases, redundant. We saw brochures and sell sheets that had not been not tailored to the company’s widely disparate markets and their execution reflected PowerSecure’s struggle to be technically accurate yet accessible.

We advised them that if they wanted to grow to a $500M company, they needed to look and sound like one.

Along with refining their brand identity, we needed to carefully craft their messaging, tailoring it for each audience. We would take care to incorporate just the right amount of engineering detail while keeping it comprehensible to the less technically minded among their prospective customers.

Critical Tactics

We began by refining the PowerSecure logo and creating a color palette, graphics standards and sub-brand marks that would apply to all their sales collateral, trade show, and video assets. We developed a brand platform and a messaging strategy that identified key messages and supporting points that would resonate within each of their target markets, then set about putting all these elements into practice. That meant we:

  • Created animated explainer videos for key product lines
  • Designed flexible templates for brochures, one-sheets, case studies and product specifications suitable for each product group and audience segment
  • Developed sell sheets, spec sheets, brochures and case studies
  • Executed extensive location photo and video shoots
  • Designed and developed messaging for trade show booths
  • Created print ads for various trade publications

The Payoff

We built the sophistication and marketplace awareness of the PowerSecure brand, which helped them meet their goal: in 2017, the company was acquired by Southern Company for just under $500M.

“We’ve always provided innovative turnkey solutions for our customers. Thanks to Shelton Group, the quality of our marketing execution mirrors the quality of our products and services.”

- Derek Tugwell
President Distributed Generation
PowerSecure Inc.

Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Courtnay Hamachek

VP Operations

Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.

Aaron Crecy

Digital Marketing Director

Aaron is responsible for planning, executing and measuring digital marketing strategies for Shelton Group and our clients, with an emphasis on inbound, content, SEO, social media, email and paid initiatives. He constantly researches and explores new tactics and strategies to improve digital campaign performance and results.

Aaron brings to the table more than 20 years of marketing leadership experience with premium consumer-facing brands. He came to Shelton Group by way of Malibu Boats, where, as Director of Global Marketing, he oversaw strategic marketing planning and execution for multiple product lines, with specific emphasis on social media and digital. Prior to that, he served as CMO for a leading daily fantasy sports operator, guiding it from startup to the industry’s third-ranked site.

Scot Case

Senior Consultant

A sustainability strategy consultant since 1993, Scot has served as non-profit leader, as a partner in an environmental marketing firm that he grew and sold, and as an executive in a multi-billion-dollar, international company. He has published dozens of articles and case studies, was co-author of the original “Sins of Greenwashing” study, testified before Congress, and been quoted on NPR, Good Morning America, CNN, The New York Times, Business Week, and the Wall Street Journal. Scot was also highlighted in an Emmy award-winning documentary on sustainable purchasing.

Casey Ward

VP Account Services

Casey manages our relationships, growth and development with a specific group of clients that includes Environmental Defense Fund, Cotton LEADS and CertainTeed Insulation. She provides leadership and support for the account team members who manage the day-to-day processes for these clients. She contributes to strategic direction for each client and guides our creative efforts to ensure everything we do builds toward meeting – or exceeding – the client’s goals. Her ability to simultaneously see the big picture and pay close attention to the details helps her champion her clients’ needs and identify new growth opportunities for them.