The Hydrogen Energy Association

Satsuma has been the Hydrogen Energy Association’s communications partner for several years, carrying out a marketing audit, developing a full PR strategy, supporting the organisation through a rebrand, developing a new website, lobbying the government for the renewables sector and running social media channels.

Return on investment

The results speak for themselves

In the last year we have achieved 80 pieces of coverage with readership of 2.53 million. Our primary platform for HEA is LinkedIn where we secured 324,179-page impressions in a 12-month period, increasing followers to almost 15,000. Membership of the organisation is up to 120 and we launched the website during the 2023 hydrogen conference and secure an average of 9,398 page views per month.

pieces of coverage

estimated views

0 Million

LinkedIn followers

Our work

The Hydrogen Energy Association (formerly UK Hydrogen and Fuel Cell Association) is the oldest UK association dedicated to supporting stakeholders across the Hydrogen sector and the Fuel Cell industry.  

It boasts more than 120 members in a range of industries and cover the whole of the market in terms of hydrogen power including transport and heat.

Our work with the HEA has focused on raising the reputation of the organisation across multiple industries, promoting members and attracting new members, promoting the sector and seeking the right policy framework to showcase work, vision, and values.

In 2022 we carried out a full evaluation of the brand for the executive board crafting a new vision, mission and values statement to improve traction and engagement with members. In 2023 we went on to carry out the full rebrand of the organisation to become the HEA, including all comms around the change. We also designed, developed and built a brand-new website.

In the last three years we have managed the social media output of the HEA – primarily on LinkedIn and X, all PR and marketing provision to secure maximum exposure in national, regional and trade publications, and full internal communications support.

Our PR strategy includes working closely with key political and environmental correspondents at national broadsheets and journalists at specific trade press publications as well as with government press teams at the Department for Energy Security and Net Zero and the Department for Transport.

We also support the organisation of the HEA Annual Conference including live tweeting the event and interviewing MPs and government ministers attending.

In 2023 we also embarked on a push to elevate CEO Celia Greaves as a spokesperson for hydrogen by undertaking research into speaker opportunities for HEA. This proved

fruitful and among opportunities secured were UK CCUS and Hydrogen Decarbonisation Summit in February, Engineering Challenges in the Hydrogen Economy in March, the ITT Hub in May at Farnborough International Exhibition Centre, Innovation Zero and the H2View Conference, also in May, Energy Insurance London in October and a GHD breakfast event in November.

Results

A snapshot of success

In our first month of working with the HEA we secured Hydrogen Fuel News, Utility Week, Hydrogen Central, Hydrogen Fuel News, Hydrogen East, American Nuclear Society, Energy News, Motor Transport, Business Green, Fuel Oil News, Power and Energy Solutions, Gas World, H2 View and Energy News.

In just four weeks we saw a 110.9% growth in followers on LinkedIn and a staggering increase in engagement with 15,000 post impressions. This was replicated on Twitter with tweet impressions up by 263%.

This year, we have been featured in The Times, The Financial Times, Politico, Reuters, The Telegraph and the Guardian.

Meeting objectives

Ambitious targets for membership numbers, media clippings and social media engagement have been exceeded year on year and we have expanded our contract with the organisation to meet an increased demand for our expertise.

Coverage achieved

“Green hydrogen is not just hot air” – The Times – 1.35m estimated views
“Keir Starmer vows to reignite our industrial heartlands” – MSN – 562k estimated views
“Net zero hydrogen push at risk from water shortages” – The Telegraph – 67k estimated views

“Our colleagues at Satsuma are doing a great job of increasing our social media profile and we’ve seen increasing alignment with our messaging and positioning as they’ve got to know us. This is also evident in press releases and articles and gives us a strong basis from which to further develop our collaboration.”