Thought-Leadership Marketing

Client:

Amperon

Industry:

Utilities

Challenge:

Present Amperon’s subject-matter expertise to raise awareness for the company and the value they create for participants in wholesale electricity markets.

What We Did:

• Interviewed leadership and internal subject matter experts

• Developed concept outlines and media pitches

• Drafted white papers, op-eds and blog posts

• Placed op-eds with industry media outlets

• Pitched podcast guest appearances

How We Did it:

Amperon was founded in 2018 to bring cutting edge analytical technology to utility industry forecasts. To that end, they assembled a team with top-tier talent in data science, artificial intelligence and meteorology, as well as deep experience in energy markets. Following a successful Series A funding in 2022, Amperon engaged us to begin a consistent program of thought-leadership marketing. In collaboration with their new marketing lead, we established a content strategy centered around white papers and promotional content that would raise industry awareness of the company, while showcasing their deep expertise and educating potential customers.

Each whitepaper is aligned with Amperon’s near-term business goals for its expanding suite of analytical and forecasting services. The content development process then begins by interviewing Amperon’s subject matter experts, who explain the complexities of data models, machine-learning algorithms, market operations and much more. Following the interviews, our job is to develop a concept outline and ultimately draft a paper that balances the audience’s informational needs with the marketing goals. After drafting the whitepaper, we refine the main strategic concepts into a short op-ed that we pitch to our editorial contacts at industry publications. Then, any valuable deep-dive information that didn’t make it into the white paper is put into a blog post for Amperon’s website.

Outcomes:

To date, we’ve developed four white papers that Amperon has used to explain the strategic value of different forecasting services to different market participants. In addition, we’ve developed four op-eds and successfully placed them in industry publications to help promote each paper. Supplemental blog posts have also helped drive downloads of the white papers while serving the needs of more knowledgeable audience members.

In 2024, we expanded our work with Amperon to include the development of quarterly Q&As with Amperon CEO Sean Kelly and to pitch him as a guest for industry podcasts. He appeared on The Power Podcast in March 2025, and another guest appearance is in the works.

“I met Bart before Amperon even had a marketing team, and I was impressed with the quality of the content he was producing for other industry vendors,” Kelly said. “As soon as we hired our marketing lead, I introduced them and said, ‘Get this guy going for us.’ It’s been a great partnership ever since, and we couldn’t be happier with what he’s been able to help us achieve.”

Industry Report Development

Client:
Itron

Industry:
Utilities

Challenge: 
Quickly develop a compelling report for the first-ever virtual Itron Utility Week (IUW) conference. 

What We Did:

• Developed survey questions for the IUW Advisory Board

• Analyzed responses 

• Drafted executive summary and response summaries

• Selected and edited quotes

• Edited Advisory Board bios for consistency

How We Did It:
We’ve developed white papers, case studies and op-eds for Itron in the past, so we were able to get a quick start on this project. In fact, we were in the middle of developing a white paper on distributed intelligence capabilities when the need arose for a piece of content that could give greater visibility to the Advisory Board for the annual Itron Utility Week conference. Typically, board members, who work at large and small utilities across the U.S., play an active role in the three-day event, which brings together thousands of industry professionals. However, due to the Covid-19 pandemic, the event was taking place virtually for the first time, and Itron wanted to ensure that the Advisory Board’s perspectives were well-represented.

A little over a month before the event, we developed three survey questions with a chronological thread that inherently linked responses to a compelling narrative about the conference’s theme—innovation. By exploring how utilities responded to the pandemic, we also were able to reinforce the timeliness of Itron’s most recent Resourcefulness Report on disaster preparedness. As survey responses trickled in from Advisory Board members, we quickly analyzed them for themes and outstanding quotes. With an eye on our hard deadline, we began drafting, editing and assembling the different parts of the report as soon as we had enough material to do so, adding new pieces as they became available up to the last minute.

Outcomes:
Despite the tight deadline and limited responses from the Advisory Board, we met the deadline, giving Itron’s marketing team enough time to review the content and pass it along to internal graphic designers. Ultimately, the 15-page report was downloaded more than 2,000 times in the weeks surrounding the event and drew praise from Advisory Board members and attendees.

“We were extremely fortunate to have Bart handling our conference Advisory Board report,” said Itron’s Senior Content Marketing Manager, Marc Heimbigner. “Our entire team was busy handling other challenges associated with moving the conference online, so we had very little time to give to this important piece. Bart simply picked it up and took care of it. He knew immediately what we were after and how to pull it together. In fact, the copy he submitted as a first draft was essentially the finished product. Bart’s an absolute pro at what he does and a pleasure to work with. That’s why he’s become our go-to guy over the last few years.”

Book Development & Editing

Client:
InVisionApp

Industry:
Software Design

Challenge:
Support a large and growing online community of designers with high-quality online content.

What We Did:

Provided development and copyediting for a 25,000-word dynamic e-book on enterprise design sprints.

How We Did It:
Building on our experience with other design consultancy clients, we worked closely with author and designer, Richard Banfield. Together we captured lessons and best practices from his experience leading design sprints for clients, as well as numerous interviews he conducted with large enterprises that successfully use the design sprint process.

The first step in our involvement was to develop a concepts outline from the 6,000-word skeleton draft Richard had already drafted. With the ideas plotted, we began identifying holes to be filled and information that needed clarification, anecdotal support or graphic design. We also suggested rearranging chapter subsections to improve the overall flow of the book and even out chapter lengths. Next we supported the author in adding the needed level of detail to elevate the concepts outline to a writing outline.

Once Richard began drafting new copy, we provided both development editing and copyediting in tight succession in an effort to meet a relatively short deadline. The first editorial pass typically offered a mixture of clarifying questions and formatting suggestions, as well as copy edits. Then we reviewed each of Richard’s further revisions for clarity, and offered line edits as needed.

Outcomes:
Enterprise Design Sprints went live as a dynamic e-book on InVision’s DesignBetter.co on September 18, 2018. In the first three months alone, it was viewed more than 20,000 times online and downloaded as an epub 10,000 times.

“Bart is a top-notch editor. He took my very loose start to the Enterprise Design Sprints book and gave it a much-needed overhaul,” said Richard Banfield, author, and CEO of design consultancy, Fresh Tilled Soil. “I’ve told Bart this a few times already, but I’ll say it again, working with him made me a better writer. I’ve already recommended him to one of my clients, which is perhaps the best indication of how I feel about his work.”

“It’s obvious Bart knows the writing process inside and out,” said Aarron Walter, VP of Design Education at InVision. “He guided the development and writing of our Enterprise Design Sprints ebook with the kind of assurance that allowed me and my team to focus on production and promotion without any worries about the text.”

Strategic Sustainability Communications

Client:
Wrangler

Industry:
Apparel, Sustainability

Challenge:
Establish internal and external sustainability communications for an iconic, American brand.

What We Did:

• Produced first-ever sustainability document

• Benchmarked competitors’ sustainability communications and stakeholder concerns

• Advised, drafted and edited presentation decks

• Produced storyboards and video

• Developed and executed targeted PR campaigns

• Social media management

How We Did It:
In 2015, we began working closely with Wrangler’s first director of sustainability to develop a distinct sustainability story and strategy. As a mature brand belonging to one of the largest apparel companies (VF Corporation), Wrangler had been achieving continual progress on major sustainability issues for many years. However, without a director of sustainability, the brand had done little to communicate these achievements or connect them to brand strategy.

The first step was to uncover and benchmark all relevant sustainability work that had been accomplished to date. New Growth Communications lead fact-finding interviews with numerous managers across operations and HR to piece together a comprehensive picture. We then produced a document that communicated the state of Wrangler’s sustainability work to retail customers and VF leadership. In addition, the document established the brand’s unique sustainability story through four pillars of Americana: Land, People, Industry and Future.

With this foundational work in place, our engagement shifted to supporting near- and mid-term strategic development and media relations. This included regular ideation, research and drafting for internal and external communications, as well as coordination with external partners, media and contractors. 

Outcomes:
The first-ever Wrangler sustainability document was well-received internally and by Wrangler customers. In particular, it significantly strengthened Wrangler’s relationship with Wamart. In addition, the document served as the basis for Wrangler’s first consumer-facing sustainability communications on Wrangler.com in 2016, an achievement that is expected to improve the brand’s standing with several important stakeholder organizations. Wrangler’s forward-looking sustainability strategy continues to take shape and has great potential for creating brand value while improving environmental and industry conditions. In addition, visibility for Wrangler’s sustainability program is growing in the media and at industry events.

"Bart has been invaluable to my work at VF,” said VF Jeanswear director of sustainability, Roian Atwood. "We often have multiple work streams underway together at any one time. He’s the ultimate utility player, capable of benchmarking and advising strategy, developing internal and external communications, and independently managing projects. I trust his objectivity as an outsider to my organization and he has a broad understanding of and exposure to the sustainability field. My work life wouldn’t be the same without him."

Strategic Communications Planning

Client:
Business & Environment Initiative, Harvard Business School

Industry:
Academia, Sustainability

Challenge:
Move important sustainability research out of academia and into industry practitioner communities where it can be utilized.

What We Did:
Develop customized communications plans for BEI faculty members

How We Did It:
Numerous faculty associated with Harvard Business School’s Business & Environment Initiative aim to communicate their research knowledge not just to students, but also to current industry professionals who can put it to immediate use. In order to recommend customized outreach strategies for these faculty, we began by reviewing their major areas of research and benchmarking their non-academic publishing and social media efforts. With coordination and guidance from BEI staff, we interviewed the faculty regarding their goals, willingness to engage in different outreach tactics, and availability to do so. Next we researched and contacted existing channels, influencers and publications that might be useful in achieving the identified communications goals. From there we outlined an assortment of strategic and tactical options that could be completed with the help of on-campus or contract resources. Following feedback from faculty members and BEI staff, we finalized and documented communications plans that included high-level strategic intentions, as well as tactical details such as media contacts and best practices for social-media engagement.

Outcomes:
Some of the outcomes of this strategic work include an invitation to a new advisory role with a major, multi-stakeholder effort on food waste; invitations to contribute to industry publications and newsletters; industry publication of a feature article about an on-campus workshop; establishment of new on-campus relationships in support of BEI; a new content-development initiative; and others.

“Bart’s knowledge of the sustainability space and media relations was invaluable to this project,” said BEI director, Jennifer Nash. “It’s clear he knows the issues and the playing fields, and this allowed him to get up to speed quickly on our faculty expertise and their varied needs. I was impressed by the clarity he brought to the strategic process. Bart’s also delightful to work with, and I look forward to future projects together.”

Website Copywriting

Client:
Biomimicry 3.8

Industry:
Innovation consulting, Sustainability

Challenge:
Design and develop a new website for an internationally renowned consulting firm.

What We Did:

• Audited all existing website content

• Advised on new site structure and flow

• Drafted copy for dozens of new pages, modules and portfolio examples

• Revised existing pages for services, bios and other important content

• Collaborated with web designers and developers

How We Did It:
New Growth Communications worked closely with Biomimicry 3.8’s leadership and in-house graphic designer on the initial phases of this extensive project. We helped organize and develop substantial amounts of web copy and establish preliminary design concepts for the new site. In addition to drafting or revising the majority of the new site copy, we also took the lead on developing portfolio examples from a decade’s worth of Biomimicry 3.8’s work with notable clients like P&G, 7th Generation and Interface. This included interviewing the principals that lead the work and combing through proposals, reports and other collateral for storytelling details that would intrigue visitors to the site. Through careful coordination of shared documents, we shepherded the content through several revisions before uploading both copy and design notes to a team of contract web developers and handing off responsibility to Biomimicry 3.8’s internal project manager.

Outcomes:
Biomimicry 3.8 has a dynamic, new site designed to better enable lead generation and engagement with the growing biomimicry community. They also now have a project portfolio that better represents the scope and impact of their trailblazing work with major clients across an array of sectors.
 

“We’re thrilled with the new site and how it’s shifted our web presence for the better,” said Biomimicry 3.8 Managing Director, Nicole Hagerman Miller. “New Growth’s Bart King played a critical role in getting this project organized and off the ground. We’re grateful for the care and professionalism he’s brought to this and numerous other projects. He clearly understands and appreciates the transformative potential of biomimicry.”

Strategic Plan Writing

Client:
Ray C. Anderson Center for Sustainable Business, Georgia Institute of Technology

Industry:
Academia, Sustainability

Challenge:
Develop and publish a five-year strategic plan for this research center within the Scheller College of Business.

What We Did:
Provided all writing and editing for the strategic plan document.

How We Did It:
New Growth principal Bart King participated in meetings and activities of the Center’s strategic plan steering committee and provided insight from his work with other sustainability research centers. Following the initial sessions, he worked closely with the Center’s faculty director to draft and revise vision and mission statements for review by the committee. The remaining sections, including history, goals and objectives were developed after reviewing the Center’s existing content for themes, language and voice. These sections were outlined, drafted and revised with the Center’s director via shared documents and phone consultations.

Outcomes:
Graphic design for the document was completed in house and the strategic plan was published in fall 2016, solidifying the Center’s mission and near-term goals, as well as laying an important foundation for thematic focus, program development, and future fundraising.

“Publishing our strategic plan was a major step forward that created alignment within the Center and with the strategic plans of Scheller College,” said Faculty Director and Professor Beril Toktay. “Bart’s responsiveness and nuanced understanding of organizational language were especially important in the success of this effort. He’s been a valuable resource to the Center for several years, and I recommend him highly.”

Thought Leadership Editorial Support

Client:
Azul Seven

Industry:
Design, Biomimicry

Challenge:
Execute a regular content marketing strategy for a busy, design consultancy.

What We Did:
Provided ongoing, personalized editorial support to a diverse team of thought leaders.

How We Did It:
New Growth Communications began working on Azul Seven’s content marketing initiative after the design and innovation firm had already developed a lead-generation strategy with a digital marketing agency. We came in to assist in producing weekly thought-leadership articles targeting specific buyer personas at different stages of the sales process.

Per the strategy, designers at Azul Seven were responsible for publishing on predetermined topics roughly every six weeks. Each designer had a different level of writing skill and drew on New Growth’s editorial support to varying degrees. For some, we provided a sounding board for ideas and effective outlines around which they began drafting. For two non-native English speakers, we provided the initial drafting as well. For others, we simply stepped in at the copyediting stage to help clarify thoughts and polish presentation.

In short, we met the writers where they were and helped them cross the finish line as efficiently and effectively as possible. Our role also included careful management of shared documents, coordinating with Azul Seven’s marketing project manager and urging writers forward, as needed, with friendly reminders.

Outcomes:
Together we completed dozens of articles and case studies highlighting Azul Seven’s expertise in design thinking, biomimicry, digital healthcare design and numerous other SEO-ready topics. Personalized editorial processes and relationships allowed us to respond flexibly to strategic and scheduling demands. Azul Seven’s visibility and reputation grew as a result of publishing regular, high-quality content and helped to create a significant growth opportunity.

"Working with Bart of New Growth Communications has been a breakthrough for us,” says Azul Seven co-founder and CEO, Lisa Helminiak. “We’ve worked with other writers and editors in the past, but none matched his level of professionalism and talent. From pulling ideas onto the blank page to carefully addressing concerns of voice and language, he’s clearly invested in facilitating our thought leadership and copywriting. Our entire team enjoys working with him and his speed and responsiveness have been critical to the launch of our new website and content marketing efforts. Frankly, I’m not sure how we would produce this much content without him.”

Targeted PR Campaign

Client:
Imery Group

Industry:
Green Building

Challenge:
Leverage national recognition to increase regional business opportunities for a custom builder of smart homes.

What We Did:
We began working with Imery Group in 2013, when they built a net-zero energy home in the sustainable planned community of Serenbe, south of Atlanta. We helped attract national attention for that project, and since then Imery Group has continued to build an impressive portfolio of custom green homes around metro Atlanta and in Northeast Georgia. In 2016, we conducted two locally targeted PR campaigns for Imery Group to publicize an open house event for a new Zero Energy Ready Home, as well as an award from the U.S. Department of Energy on another net-zero home.

How We Did It:
Imery Group is one of the only builders in Georgia committed to the U.S. Department of Energy’s Zero Energy Ready Home program, and the company has built more of these certified high performance homes than any other builder in the state. That’s the hook we used to attract local and regional press coverage for an open house in the north Metro Atlanta community of Chamblee. We prepared a press release that could be converted easily into a short news article explaining the relatively unknown DOE program and the benefits of a high performance home. A New Growth associated photographer produced a gorgeous collection of images to accompany the press release. Then we carefully selected a small number of regional publications with a high likelihood of covering the story and personally reached out to editors. Several months later, we repeated the process when Imery Group was named a Grand Winner for Innovation in Custom Homes by the Department of Energy.

Outcomes:
In total, we contacted 15 publications, resulting in 12 pieces of news coverage from 11 outlets—a success rate of 80 percent. Coverage included two articles in the Atlanta Journal Constitution (one of which was a feature in their Sunday Homefinder section). More than 100 people showed up for the open house event, and Imery Group said it saw direct results from the press coverage, including eight qualified leads for new-home projects and a 30 percent spike in web traffic.

“Bart is our go-to for media relations planning and execution,” said Imery Group CEO, Luis Imery. “He understands the unique importance of what we do, and he knows how to present it to mainstream media at the right scale. We’ve worked together now for several years, and he continues to impress. Hands down a great investment, and good value overall.”