Communication for
H2 refuelling stations

Green hydrogen is the key to the long-term success of the global energy transition. As a leading supplier and developer of comprehensive system solutions for the entire hydrogen technology value chain, Maximator Hydrogen GmbH understands the importance of long-term, sustainable solutions for reducing CO₂ emissions in the mobility sector. Driven by a deep passion for innovative technological solutions and a commitment to contributing to a better tomorrow, Maximator Hydrogen has been developing and manufacturing hydrogen refuelling stations and new H2 technologies since 2017 – at that time still under its sister company Maximator GmbH – which can help various infrastructures worldwide achieve climate neutrality.

Since 2021, we have been supporting the H2 spin-off and subsidiary of the Schmidt Kranz Group in establishing its corporate communications and operational press and public relations activities, which reached their first peak and milestone with the official launch of Maximator Hydrogen GmbH in early 2022.

Communication objectives:

• Building corporate communication
• Defining and building the brand with core brand values
• Building and expanding brand awareness and visibility among the relevant target groups
• Positioning as an expert

• Sales support

   

From strategy to operational implementation

Analysing and identifying target groups, crafting core messages, defining unique selling points, refining the company profile: the groundwork for our PR clients is extensive; only in this way can we effectively communicate complex topics that require explanation – particularly in the field of technology PR – to key target groups using precise storytelling and wording. Our approach: within the framework of jointly defined goals, to create a consistent message for all target groups – across communication channels and beyond national borders.

The starting point for this is a rigorous communication strategy. We developed this in a joint workshop with Maximator Hydrogen, deriving it from the existing corporate strategy. With this, we provide initial impetus and lay the foundation for successful, long-term communication. Together with Maximator Hydrogen, we defined communication objectives, USPs and key media segments, and created a roadmap with concrete measures and milestones to make the upcoming communication activities measurable.

Explaining complex topics in a way that resonates with the target audience

Once the groundwork had been laid with the communication strategy and concept, the next step was to present the complex and complex topic of ‘hydrogen refuelling stations’ – and their significance for climate change and Germany as a hub for innovation – in a way that was both appealing and tailored to the target audience within our day-to-day press relations work for stakeholders and specialist media. We achieve this, amongst other things, by placing case studies, specialist articles and expert interviews.