Lightstar

The Challenge

Lightstar is a national leader in agrivoltaics, with several projects running and upcoming in rural communities across the US. Lightstar brought Yulu onboard because of our specific expertise in community engagement, hyper-local tactics for connecting with media in smaller communities, and community-focused approach to digital advertising and branding on shared media.

The Strategy

Yulu started its engagement with Lightstar by taking a deep dive into the solar sector and a deliberate focus on messaging that amplified Lightstar’s brand and the “Lightstar difference” using equitable and inclusive language, including segmented messaging and calls-to-action to match the priorities and values of communities across political leanings. Yulu then oversaw the execution of the strategy, including owned, earned, paid, and shared opportunities, taking a human-centered narrative approach throughout to reaffirm Lightstar as a values-driven organization on a mission to provide equitable access to clean energy for all.

The Results & Impact

Within nearly two years of working together, Yulu:

• Secured more than 40 coverage items in dream trade outlets
• Connected with rural radio stations in key geographies
• Decreased the average cost per click on all Google Ads, while generating 2M+ impressions and 25K+ page clicks
• Exceeded average engagement rates on social media, and generated nearly 500K impressions from Facebook ads
• Hosted a reconciliation training and provided equity resources
• Redeveloped Lightstar’s main website, in addition to creating 19 state– sector– and audience-specific landing pages
• Designed offline origination print materials
• Produced original video including land owner interviews