Repurposing a Brand for Change

Branding CleanTech Alliance Washington’s Scope

Project Summary

CleanTech Alliance Washington is the largest state-level trade association of its kind in the nation, representing hundreds of businesses and organizations from around the state. The Alliance facilitates the generation and growth of cleantech-focused companies and jobs, educational programs, research, products, and services.The CleanTech Alliance needed to increase the organization’s visibility, strategically engage with regional, state and federal elected leaders, build membership, and deliver crisis and executive communications.


CleanTech Alliance

Public Affairs, Public Relations

Deployed strategies for increasing event attendance  and promoting the Alliance’s brand


Starting in 2008, Nyhus helped the Alliance develop and deploy strategies for increasing event attendance, and helping to promote the Alliance’s brand through media and outreach plans. Nyhus also has developed plans and tactics for engaging elected officials in coordination with reliable counsel on the local, state and national political landscape. In partnership with Alliance staff, Nyhus has pushed the organization’s priorities forward through the development of op-eds and press releases, and the pitching and landing of earned media. Lastly, Nyhus has supported the Alliance with innovative event and logistics planning and executive communications services.


  • Landed three different opinion editorals in the Spokesman Review, Everett Herald and Xconomy.
  • The Alliance’s inaugural CleanTech Showcase hosted more than 200 individuals and companies and earned media coverage from KPLU (now KNKX) Public Radio.
  • The Alliance’s Third Annual meeting included the announcement of the first CleanTech Achievement Award winner and a check from JPMorgan Chase for $175,000 to advance that state’s cleantech commercialization efforts.
  • The Alliance increased its membership by 900 percent and continues to maintain a robust media and political presence.