Case Study

Project Overview 

Based in the heart of Silicon Valley, Ecosense is a leader and trusted provider of radon detecting and monitoring solutions that are easy to use, accurate, and fast. The company’s smart real-time radon detectors utilize a patented detection technology with high accuracy performance which delivers results in minutes not days. Ecosense’s patented ion chamber technology performance has received independent validation from the University of Michigan (Dept. of Nuclear Engineering and Radiological Science) and the Kansas State University Radon Chamber. Both studies concluded that Ecosense’s patented technology performed comparably to premium research-grade detectors.

The Problem 

The Company had been awarded the CES Innovation Award for its EcoQube device (a smart monitoring solution to measure radon levels), and while the recognition delivered improved brand recognition the company felt that it could have better capitalized on the award with a professional public relations campaign.

When the company engaged Otter Public Relations, the EcoQube was in the running for being named one of the Top 100 Inventions of 2021 by TIME. Insoo Park, the Founder and CEO, wanted to make sure the company was positioned to capitalize in the event it was named a top invention as well as communicate the company’s mission of empowering consumers to lead a safe and healthy lifestyle free from the life-threatening dangers posed by Radon gas by delivering detection results accurately and quickly.

The Strategy 

Recognizing that such recognition from TIME would be a monumental achievement for this relatively new business, we immediately began to research and understand the problem posed by radon to develop a clear messaging campaign aligned with the company’s goals. We assisted the company in communicating with TIME to discuss the advantages of the device as well as its life-saving implications. Consequently, the EcoQube was named one of the Top 100 Inventions of 2021 by TIME in the home and health category.

With this recognition, we undertook a media campaign to communicate the company’s product as a solution to the problems posed by radon. We targeted states high in radon based on EPA data and targeted states based on varying degrees of regulations to monitor and test for radon. We also focused on particular vulnerable demographic groups such as school-age children in schools and workers in the workplace. Additionally, we worked closely with Citizens for Radioactive Radon Reduction (CR3) to assist in spreading awareness of the Ecosense products. This strategic alignment enabled the company to gain additional exposure in articles and media placements by recounting the story of CR3 volunteers and members affected by radon exposure and cancer. This culminated during National Radon Awareness Month in January 2022, with the CDC profiling one of CR3’s representatives and clearly stating the direct link between radon exposure and lung cancer.

Throughout the media relations campaign, we have continued to adapt to industry trends and messages along trending radon topics. However, as the company has continued to grow and various regulatory agencies have become more vocal about radon and cancer, we have fine-tuned the company messaging to reflect several clear principles:

1. Radon is the number one leading cause of cancer among non-smokers;

2. 1 in 15 US households are affected by radon;

3. Radon is an odorless, colorless, and tasteless naturally occurring gas;

4. Radon levels are continuously fluctuating and continuous monitoring is necessary;

5. Radon is a “Silent Killer.”

Finally, in February 0f 2022, the Company has begun to capitalize on the words of the President of the United States when he said his administration’s aim was to “cure cancer.” While curing cancer is a noble aim, Ecosense has a product where it can prevent lung cancer. Prevention precludes the necessity of needing a cure.

Business Impact (results) 

Throughout our representation Ecosense has seen the shipments of its products increase, name recognition and brand recognition grow through the media placements and guest articles, and the business expand and develop as the company pursues strategic partnerships and expands its distribution network internationally. Simply, Ecosense is delivering on its mission to generate awareness about the problem of radon gas and empowering consumers to live a safe and healthy lifestyle free from the deadly dangers of radon.

Mark Kaley

Mark Kaley

Mark Kaley has over 15 years of experience consulting with large and small businesses providing management, marketing, and business consulting services. An entrepreneur at heart, Mark is an advocate for small businesses and possesses a passion for storytelling. His repertoire of experience is diverse, including well-knowns such as Amazon, Inc., and The Walt Disney Company, a national presidential campaign, and small businesses such as 3D Eye Solutions, Inc. and The ExtraHelp Channel.

Publicist

Mark Kaley

Mark Kaley

Mark Kaley has over 15 years of experience consulting with large and small businesses providing management, marketing, and business consulting services. An entrepreneur at heart, Mark is an advocate for small businesses and possesses a passion for storytelling. His repertoire of experience is diverse, including well-knowns such as Amazon, Inc., and The Walt Disney Company, a national presidential campaign, and small businesses such as 3D Eye Solutions, Inc. and The ExtraHelp Channel.

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