Americans take water for granted. The U.S. consumes more water per capita than any country on Earth, with the average family using more than 550 gallons per day. If the rest of the world shared our water habits, we would need three and a half times more freshwater than the Earth has to give.
The combination of accessibility and absurdly low municipal water rates has conditioned us to believe that water is an inexhaustible resource, when in fact dozens of countries—including the U.S.—will face extreme water shortages in the next 25 years. It’s already happening elsewhere: Capetown, South Africa; Barcelona, Spain; São Paulo, Brazil; New Delhi, India.
One person or brand won’t be able to solve water scarcity, but there is a growing wave of B2B tech companies delivering market solutions that aim to reduce water usage at scale.
Banyan Water was one of the first brands to market, combining Internet of Things devices with advanced data analytics to reduce water usage on commercial properties. Among its clients are leading property management companies, large tech and school campuses, and office complexes.
As a true category creator, Banyan’s primary focus was establishing brand awareness among large commercial enterprises, highlighting the value water conservation technology provides to individual properties, portfolios and the environment at large. Over time, Banyan’s partnership with Red Fan grew to include:
Maintain and increase Banyan Water’s presence in a relatively nascent B2B market with a communications strategy that supports lead-gen efforts, provides touch points with business leaders in Banyan’s target audiences, positions Banyan as a thought leader in innovative water conservation software, as well as highlights the company’s advanced analytics and IoT-enabled solutions.
INDUSTRY AWARDS
drafted and won
BYLINES AUTHORED
with a regular contributor profile on Smart Water magazine
OF WEBSITE TRAFFIC
from PR-driven mentions during the corresponding month
DATA REPORTS, WHITE PAPERS, AND CASE STUDIES
drafted for sales tools
Banyan initially approached Red Fan for expert guidance on building an impactful media outreach strategy supporting a product launch. Since then, Banyan’s communications blueprint evolved to include media and analyst relations, thought leadership and content development, social media strategy and execution, company announcements and awards submissions.
As Banyan has grown, its communications strategy has scaled in tandem. What was once a startup in a brand new market has evolved into an established player in a growing industry. Banyan Water stands out in an industry that will see continued investment as more enterprise-level businesses make water conservation a priority through the implementation of intelligent water technology.
Red Fan’s ongoing media relations and thought leadership programs secured coverage for Banyan Water and CEO Gillan Taddune in the International Facility Management Association’s Facility Manager Journal, Journal AWWA from the American Water Works Association, Environmental Leader, the International Water Association’s The Source magazine, CISCO’s The Network, FacilitiesNet, GreenLodgingNews, the Austin Business Journal, Built in Austin, Crain’s, Commercial Property Executive and more. Results included:
