Corporate SOCIAL
Thought leadership & employee engagement
By the end of 2022, Arcadia had been through two successful rounds of funding – one in the spring ($200M), and one right at the end of the year in December ($125M). The brand team helped elevate these moments on social media.
In December, we started by celebrating the new funding itself, emphasizing what it would mean for Arcadia’s impact. We then kept the momentum going into 2023 with highlight posts resurfacing the past year’s accomplishments (including the funding). That content then led naturally into thought leadership content that shared the climate tech trends our CEO predicted for the year ahead.
Many of these posts were also internally circulated to Arcadians with pre-written share copy. (It was always my role to lead these types of “share-kit” efforts whenever we had buzzy content for employees to promote.) All that to say, we leveraged the heck out of an exciting corporate win to elevate Arcadia’s reputation.
announcements & equivalencies
When Arcadia reached a gigawatt of community solar assets under management, it was a big deal: it made them the largest manager in the industry, by a lot at the time. The team wanted to highlight this achievement – not only to build our reputation among industry audiences, but also for legitimacy among our consumer audience.
The playful title slide engaged viewers right away and encouraged them to keep reading. To support comprehension for audiences who might not have context on the size of a gigawatt of capacity, the content includes tangible equivalencies like lightbulbs and pounds of coal.
Product Marketing
I created this set of posts to help highlight the benefits of Arcadia’s Signal API, where these posts directed back to a related blog and case study.
I wrote benefit-driven headline copy, extracted powerful stats, and shared validating social proof to drive engagement and build interest for the product among our industry audience.
Partner content
Here’s an example of some content that cross-promoted a partner. This post was a funny one, because the partnership ended up coming together at the last minute; our team got word of it the morning it was announced on the White House’s website, so content had to come together quickly.
Arcadia had joined a coalition of companies helping to promote a new (and fantastic) IRA savings calculator tool by Rewiring America. When thinking about how to present this on social, I knew that the White House announcement could be a real scroll-stopper. So, I suggested using a screenshot from the site on our cover slide. The post gathered high engagement, pleased our corporate partners, and helped bring consumer awareness to the impactful calculator tool.
bite-sized case study
As WeSolar expanded their offerings to include a wider spectrum of sustainability-driven initiatives, they wanted to start highlighting individual projects more often to promote these consulting services. In this case, the team decided to spotlight a recent online course they had developed for Verizon.
The Operations team provided me with details on the project’s background, images from when the course was recorded, as well as the instructor’s slide deck and script. From there, I distilled the information into a set of summarizing slides (designed in Figma) to share on social media — closing with a CTA encouraging industry professionals to contact the WeSolar team.
virtual event promo tied to major initiative
One of Homeworld Collective’s biggest annual initiatives is their Garden Grants — a funding program to support ambitious, early-stage projects at the intersection of biotechnology and climate. Ahead of the 2025 round application window opening, the team put on an informational webinar to shed light on their main research topic of interest: greenhouse gas removal.
I worked with the team to create a set of promotional social media posts to elevate the Garden Grants and encourage folks to attend the webinar. I drafted actionable copy to highlight critical information while driving clicks, worked with executive team members to finalize the language, and created the graphic using the brand’s post templates in Figma.
REACTIVE, PLAYFUL CONTENT
Part of creating content for social media is carefully planning out your calendar. But there’s a balance – I’ve found that it’s best to leave a little wiggle room for time to produce reactive or “of the moment” content — even on accounts with ‘Industry’ audiences. Like this thread about how Timothée Chalamet looks like solar panels. (It’s called strategy.)
It was April Fool’s Day, and we’d seen another high-profile account in the climate tech space (Canary Media) highlight a thread of heat pumps that look like George Clooney. So we thought, Let’s join this conversation. Someone suggested Timmy. I took it from there. The thread earned so much more engagement than we usually got on Twitter. Sometimes, it pays to play.
