What They Say:

“Pivotal thrives in the ‘sturm und drang’ of the startup environment. They never lost sight of our nascent company’s survival instincts, embracing our vision of sustainability as a personal crusade. Telling our story helped propel us to the next level of corporate growth—securing the outside investment dollars necessary to advance forward."
Lindsay Smith, President, and Dan Joyce, Vice President, Marketing & Sales, Rubbersidewalks, Inc.

Challenge:

One of America’s best-kept green innovation secrets, emerging environmental tech startup Rubbersidewalks, Inc. (RSI) transforms recycled tires into rubber sidewalks that outperform concrete in the repair and replacement of sidewalks around the world. RSI battles for mainstream marketplace acceptance with municipalities, elected and public works department officials that are hamstrung by government legislation and code stipulating the use of concrete and slow to accept and initiate change from centuries-old paving methodology.

Insight:

RSI’s unknown but well-documented track record in more than 20 states and testimonials from public works and environmental officials would provide indisputable “proof of concept” and sales narrative that most startups lack.

Solution:

Pivotal spearheaded a visual and visceral communications approach that built a story around the innovative history of recycling and its and RSI’s contribution to cost-efficiently and simultaneously greening and rebuilding America’s crumbling urban infrastructure.

Results:

Pivotal made the Rubbersidewalks trademark name synonymous with its category like Xerox did with photocopying. Government and public sector sales doubled and, driven by a legend-building international and national media campaign, led to significant capital injection for next level growth from a green investment firm.

Challenge:

Power and energy corporation Dominion Resources, which serves more than 5 million U.S. retail energy customers in the South, Midwest, mid-Atlantic and Northeast regions, sought to competitively position itself in a new era of electricity deregulation.

Insight:

Pivotal recognized that re-energizing Dominion’s underutilized social investment program in communities where the corporation does business would quickly jumpstart its competitive edge.

Solution:

Pivotal devised a two-year “stronger, healthier communities” initiative that partnered Dominion with vision care manufacturer and distributor Morrison International, the Louisiana Economic Development Council and the American Optometric Association to deliver low-cost prescription eyewear to working poor adults and their children under 18 years of age.

Results:

At a fraction of the cost of a more traditional advertising campaign, Pivotal helped provide a critical health care solution for thousands of Dominion residential customers that framed the utility’s drive to gain new and reinvigorate continuing stakeholders.

Challenge:

The California Coastal Conservancy, initially established to preserve, protect, restore and provide public access to the State’s coastal resources, has been frequently confused with another state agency, the California Coastal Commission.

Insight:

The Conservancy should emphasize its “humanistic” mission, differentiating itself from the quasi-judicial and regulatory role played by the Commission.

Solution:

Pivotal launched a “one person makes a difference” public affairs and public relations program, educating the public about protection of wetlands, watersheds and wildlife habitats; completion of essential urban waterfront projects; and the hundreds of miles of public access to beaches, trails, hostels and bikeways for which the agency is responsible.

Results:

Pivotal elevated consumer awareness of a then underutilized, unknown environmental agency to one of the State of California’s most recognizable and appreciated coastal natural resource agencies.