Elevating Visibility & Reputation in the Clean Energy Era
ISO New England (ISO-NE) is the independent, non-profit operator of the electric power system and wholesale electricity markets across the six New England states. As the region’s transmission system operator, ISO-NE ensures reliable power delivery while fostering a competitive marketplace.
With the energy landscape shifting toward clean solutions, ISO-NE sought to elevate visibility, strengthen its reputation, and position itself as a trusted leader in the conversation. Partnering with The Castle Group, the organization embarked on a strategic audit and discovery process to unify its narrative and align communications with its mission.
THE SITUATION
Facing Visibility and Reputation Challenges
ISO New England plays a critical role in delivering electricity across the region, yet its work is highly technical and often invisible to the public. With minimal consumer interaction, awareness of ISO’s essential role remained limited. Most consumers only thought about the grid when service disruptions occurred, leaving a gap in proactive engagement and understanding.
At the same time, ISO faced mounting criticism from environmental groups, who portrayed the organization as an obstacle to the adoption of clean energy. Despite ISO’s ongoing initiatives to support the energy transition, public perception was skewed. The organization needed a way to elevate visibility, strengthen its reputation, and position itself as a trusted leader in the clean energy conversation.
Castle conceived the ‘We Are ISO New England’ campaign as the cornerstone of a new communications strategy. Anchored in the campaign narrative, messaging highlighted the organization’s essential contributions to grid reliability and clean energy leadership, while fostering stronger connections with stakeholders and the public.
OUR APPROACH
Building an Integrated Marketing Strategy
Castle began with a comprehensive discovery process, engaging ISO leadership and key stakeholders in in-depth conversations. This phase included a full audit of existing communications strategies across marketing and social channels, ensuring no stone was left unturned.
From there, our team developed through‑line messaging, proposed themes, and marketing initiatives that aligned with ISO’s mission. Leadership input refined the integrated approach, resulting in a strategic framework with clear objectives, tactics, timelines, and budget considerations.
Execution focused on storytelling through compelling visual assets and two high-impact videos. These videos were designed to elevate ISO’s visibility, educate target audiences, and improve public perception.
THE IMPACT
Elevating Visibility and Strengthening Reputation
The results were transformative. ISO New England was able to connect more effectively with key audiences by communicating its value in an accessible, engaging way. The campaign shifted public perception, positioning ISO-NE not as a barrier but as a proactive leader in the clean energy transition.
Through Castle’s strategic approach and the creation of the ‘We Are ISO New England’ campaign, the organization transformed how it connects with audiences. ISO emerged not only with stronger visibility and credibility, but also with a renewed identity that positioned it as a proactive leader in the clean energy transition.
With this unifying message strategy, Castle helped humanize ISO‑NE, elevate its visibility, reshape public perception, and highlight its essential role in powering New England’s future.
VIDEO CAMPAIGN
AWARENESS
AWARENESS
AWARENESS
RECRUITMENT
RECRUITMENT
RECRUITMENT
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