Reaching new heights – how to communicate your capabilities in the offshore wind sector

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Reaching new heights – how to communicate your capabilities in the offshore wind sector

28th October 2024

With five of the world’s largest wind farms lying off the UK’s coast and the second biggest pipeline of projects in the world, the UK offshore wind sector is a real global success story. Each gigawatt of new offshore wind adds £2 billion to £3 billion to the UK economy.

But there is a vision to power the UK’s offshore wind industry – which currently supports 30,000 jobs – even further ahead.

The 2024 Offshore Wind Industrial Growth Plan, commissioned by Renewable UK, the Offshore Wind Industry Council, The Crown Estate and The Crown Estate Scotland, is looking to the future of the sector.

The plan is focused around the need to “capture a bigger share” of the offshore wind opportunity… and defines what it will take to achieve that aim.

And it proposes that the UK should be a “global technology leader” in advanced turbine technology, industrialised foundations and substructures, future electrical systems and cables, smart environment services and next generation installation and operations and maintenance (O&M).

This, says the report, could benefit the UK economy by generating up to 10,000 cumulative additional jobs in the sector annually following all investment, tripling manufacturing capacity, doubling R&D investment and output, and adding up to £25 billion additional GVA over 10 years post-investment.

An Industrial Growth Fund, a new Offshore Wind Innovation Development & Demonstration (WInDD) Hub and a new Advanced Turbine Technology Institute (ATTI) as part of the WInDD Hub, have all been put forward as building blocks for further sector growth.

The plan also outlines priorities for the UK, from producing drive train components, towers and blades, to manufacturing moorings, anchors and foundations for floating offshore wind, to developing capabilities in machine learning for environmental impact analysis, automated welding and autonomous vehicles.

With momentum building in the sector, it’s important that businesses which supply into the offshore wind industry put themselves at the forefront, to take advantage of new opportunities it is set to bring.

Communicating your capabilities

If you are operating in the sector already, or wish to diversify into the offshore wind industry, how do you position your company effectively, build your profile and get noticed by decision makers?

Tailoring your messaging

Messaging around your products, services and capabilities needs to be chime with your target audiences within the offshore wind sector. And if you are making your first forays into the industry, it’s important to remember that messaging that resonated with your established markets may not connect with decision makers in offshore wind.

There’s no one size fits all approach in this complex sector, where you may need to influence audiences as diverse as port authorities, marine engineers, wind farm developers and coastal communities.

Creating a bespoke suite of key messages – and using them consistently – is vital in underpinning your communications activities.

Highlighting your technical expertise

Technological innovation is a cornerstone of the offshore wind sector’s development – and the 2024 Offshore Wind Industrial Growth Plan highlights an ambition for the UK to be a global technology leader.

If your company is breaking new ground through creating new products and developing new capabilities, it’s time to shout about it. Innovation should be part of your brand narrative, and messaging for the offshore wind sector should reflect your ingenuity and pioneering approach.

To reinforce this message – and further boost your credibility as an offshore wind innovator – consider producing thought leadership articles and white papers, and secure speaking opportunities at expos, webinars, conferences and seminars.

In addition, you can highlight your technical expertise by generating case studies showing the results your solutions have produced for clients – or how you have applied your expertise to overcome complex challenges. This builds trust in your products and capabilities.

Meeting and greeting…

A substantial number of industry events have blossomed around the offshore wind sector.

And you need attending them as a delegate, exhibitor, sponsor or speaker (or even all four), to have those all important face to face conversations, build brand recognition and make new connections.

Here are just a few examples of offshore wind events:
Offshore Wind North East, Sunderland, November 6 – 7, 2024
Wind Europe, Copenhagen, April 8 – 10, 2025
Offshore Wind Connections, Hull, April 30 – May 1, 2025
All Energy, Glasgow, May 14 – 15, 2025
Global Offshore Wind, London, June 17 – 18, 2025
Floating Offshore Wind, Aberdeen, November 12 – 13, 2025

In addition, the sector is supported by a number of industry organisations, which provide opportunities to build your networks, spark off new partnerships and collaborations and reach decision makers.

These include:
NOF
RenewableUK
Offshore Energies UK
Global Underwater Hub
Scottish Renewables

Consider creating an events and network strategy, informed by research into where your target customers and stakeholders are active, to generate the best return in investment.

Conveying your environmental and social credentials

The very nature of the offshore wind sector means that it’s crucial to communicate your commitment to sustainability, carbon reduction, and environmental stewardship. Potential clients, investors and stakeholders in the industry will be looking for this in their future partners.

Creating an ESG page and statement for your website is a good place to start (if you haven’t already), and you should consider communicating your environmental initiatives through social media and public relations activities.

With local content an important consideration for many wind farm developers, it’s also advisable to communicate your contribution to your local community – for instance by highlighting your apprenticeship schemes, STEM engagement with local schools and volunteering initiatives.

Reaching out

Public relations campaigns, centred on conveying your ability to support the sector – and positioning your business as an innovator – are effective ways of connecting to new audiences, and accelerating industry recognition of your brand.

An extensive array of media platforms across the UK and internationally, cover developments in the offshore wine sector, and appearing in these websites, newsletters, magazines and social media channels amplifies your reach and builds credibility.

Your company will be generating engaging stories that deserve to be shared. You might be launching a game changing new product, partnering with an industry leader or investing in your team’s development – and you need to be talking about it!

From developing a new marketing strategy tailored to the offshore wind sector, to bringing your product or process to life via impactful animations and translating technical information into compelling campaigns, Horizon Works can support your journey in offshore wind.

Contact us here.

You can also meet the team at Offshore Wind North East. If you are attending and would like to grab a coffee with us, email richard@horizon-works.com or call 0345 075 5955.