Get Your Boots on the Ground! 3 Ways to Make Your Marketing Message More Impactful
By Ryann Cooke
Hi! My name is Ryann Cooke, and I’m the Marketing Coordinator at Rebellion Energy Solutions.
Just three months ago, I had no idea what it was like to work in the climate tech space. Coming into this industry meant learning a whole new language and I kept asking myself: How can I market something I’ve only seen through a computer screen or heard talked about in meetings?
As marketers, it’s essential that we step away from our computers and connect directly with the people doing the work—so we can better understand their language, their challenges, and their community impact. That’s why I literally got my boots on the ground and went on a marketing field trip to see what my team does firsthand!
Here’s how stepping into the field helped me create messaging that’s not just informative—but truly impactful:
Get in the Field!
No, really get in the field! I was beyond excited to visit sites I had only heard about, from restoration projects to orphan oil well and rig construction zones. Seeing it all up close changed everything.
I witnessed native species blossoming, learned how U.S. landowners were affected by orphaned oil and gas wells on their property, and saw the beauty of restored land. I gained a new perspective on how to tell these stories—through the lens of real people dealing with real environmental impacts, like leaking methane orphan oil and gas wells.
I observed our field team measuring methane levels and plugging orphaned oil and gas wells using cementing processes. The level of safety, precision, and risk involved became crystal clear.
Experiencing this firsthand reminded me how important it is to translate these complex realities into accessible, compelling messaging—especially for those who may know nothing about the industry.
And always remember: safety first when you’re on-site!
Talk to the People Doing the Work
You can’t market a story without understanding what your company actually does—and more importantly, who does it.
While out in the field, I asked a lot of questions and had great conversations with our oil and gas experts who are boots on the ground in their steel-toed boots every day. It felt like a science field trip! Our experts have so much knowledge and were incredibly generous in sharing it with me.
Building relationships beyond the marketing team is key—because every person plays a vital role in your company’s story. When you understand those roles, your messaging becomes richer, more authentic, and more impactful for your community.
Turn Insight into Impact
Seeing our restoration efforts firsthand and speaking with landowners gave me a creative spark and a much clearer understanding of what Rebellion Energy Solutions does. That clarity helped me develop campaigns and content that reflect not just what we do, but why it matters.
Now, when I craft messaging, I’m not just sharing facts—I’m sharing the feeling of community impact, environmental restoration, and industry leadership. That’s the power of turning real-world insight into marketing that resonates.
“Powerful marketing doesn’t just start with a deck—it starts with boots on the ground.”
I hope this encourages you to get hands-on and immerse yourself in the work your company is doing. The closer you get to the mission, the more meaningful your messaging will be.
