River Birch Renewable Energy
From Trash to Treasure
Service
Marketing & Campaigns
Industry
Energy
As attention to sustainability, energy security and carbon reduction grew across the region and the country, The Ehrhardt Group partnered with River Birch Renewable Energy to bring an underrecognized story into view. The company had quietly become one of the nation's leading producers of renewable natural gas created from landfill waste, turning a traditional byproduct into a source of cleaner energy.
The Challenge
River Birch's renewable energy leadership was not yet reflected in how many people saw the company. Its work was still closely associated with traditional waste disposal, while the technology, investment and environmental benefits behind its operations remained largely unfamiliar to media, policymakers and the public.
TEG needed to close that perception gap without losing the credibility River Birch had built in its core business. The opportunity was to show how the company had evolved: from managing waste to converting landfill gas into pipeline-quality renewable natural gas, reducing greenhouse gas emissions and investing in the next generation of environmental technologies.
The Strategy
Rather than frame the work as a series of corporate announcements, TEG built one cohesive narrative around innovation, environmental stewardship and economic investment. The strategy connected the science behind renewable natural gas to practical benefits for Louisiana, while positioning owner and CEO Fred Heebe and President Billy Gibbens as accessible voices on renewable energy and environmental technology.
The Execution
TEG first developed proactive storylines that distinguished River Birch from traditional waste companies. Media outreach highlighted the conversion of landfill gas into renewable natural gas, technologies that reduce emissions, the company's position as a leading national producer and its continued investment in emerging areas such as carbon capture and hydrogen.
From that foundation, the campaign expanded into a consistent public-facing brand. TEG created the "Earth Day is Every Day at River Birch" platform and recurring Earth Month and Energy Awareness Month campaigns, supported by television interviews and on-site facility tours. Updated presentations, messaging materials and video content made the science easier to understand, while stories about community partnerships, recycling education and the company's investment in Jefferson Parish connected innovation to local impact.
The Outcome
The integrated campaign shifted the story from disposal to renewable energy and built recognition for River Birch as one of Louisiana's most innovative environmental companies. TEG secured more than 38 earned media placements and more than 20 million earned media impressions, with coverage across every major New Orleans print and television affiliate as well as regional business and online outlets. The work also strengthened the visibility of Heebe and Gibbens as leaders in renewable energy and sustainability, giving the company credible voices to carry the story forward.
- 20M+ { Earned Media Impressions
- 38+ { Earned Media Placements
- Coverage { Across Every Major New Orleans Print + TV Affiliate
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