A Strategic Partner in Communication: How Herea Oy Helps Energy Cluster Companies Succeed
This text was produced as part of the "Sovella sosiaalista mediaa" course at the University of Vaasa in collaboration with VASEK.
The original publication can be found here: https://www.vasek.fi/en/about-us/communication/news/a-strategic-partner-in-communication-how-herea-oy-helps-energy-cluster-companies-succeed-
Writers: Veera Mäkelä, Riikka Valkamo, Verneri Virtanen, Aino Suomisto Translation: VASEK
This year, Herea Oy celebrates its 10th anniversary, focusing on strategic marketing communication in collaboration with companies in the energy cluster. The company is primarily based in Ostrobothnia. Herea's CEO, Eliina Puijola, finds her work, supporting her client companies meaningful. These companies are part of a larger ecosystem with the necessary resources to contribute to a better future.
Eliina Puijola has worked as a trainer and consultant since 2010 in her own company, Hienosäätö Coaching Oy. Later, she founded Herea, specializing in strategic marketing communication for companies within the energy cluster. While Herea's main focus is industrial communication, the company also serves consumer businesses.
The core service of Herea is annual communication, which involves planning and implementing marketing communication that supports the company's brand and sales. Bringing the company's operations and goals to the forefront is the foundation of Herea’s work and a crucial aspect of communication implementation. This requires dedication from employees and the ability to step into the client company's role. It is essential to consider the target audience and find ways to create an emotional connection through communication. In Herea’s case, this often means using concrete examples and clear facts about both the company's operations and its products.
Puijola points out that the work is not always easy, as writing requires a clear understanding of the client company's business. However, Herea stands out from other communication firms by focusing specifically on companies within the energy cluster.
"Think on Behalf of the Client"
The slogan "Think on behalf of the client" reflects Herea's core values.
– One of the main drivers at Herea is to work with companies engaged in meaningful activities, Puijola states confidently.
She emphasizes that an entrepreneur's personal values should be reflected in the company's value system. Herea’s principles include strong trust within the work community and customer relationships, as well as the right of every individual to be their authentic self.
The Ostrobothnia energy cluster is an ecosystem where various companies manufacture high-quality components and products for the energy industry. This network consists of multiple subcontractors working closely with major international players such as ABB and Wärtsilä. Herea focuses on these subcontracting companies, including Tarkmet, Leinolat Group, and Veslatec.
– We are inspired to collaborate with companies in the energy cluster because they are part of a larger whole with the resources to make an impact, Puijola states.
Actions Build the Brand
According to Puijola, marketing communication is often not a top priority for companies within the energy cluster. Therefore, Herea works with recognizing the companies’ potential and highlighting their core identity. A strong brand is built through concrete actions.
One of Herea’s clients, Vaasa-based Tarkmet, offers design, subcontracting, products, and systems tailored to the needs of industrial companies. Tarkmet values collaboration between businesses in the Ostrobothnia region.
Puijola utilized VASEK’s services when establishing Herea’s parent company, Hienosäätö Coaching Oy, about 15 years ago. The Startia service was particularly helpful in drafting the business plan and during the company’s expansion phase. Herea employees can work either under an entrepreneurial contract or as salaried employees. Those working under entrepreneurial contracts have, according to Puijola, also benefited from VASEK’s services, particularly Startia’s business startup advisory services in the early stages of their operations. Over the years, VASEK and Herea have collaborated on various projects.
The developer of the servo-hydraulic press control system and Tarkmet's Design and Automation Manager, Niko Kärjenmäki, presenting the system.
– VASEK is a truly important organization in this region, Puijola emphasizes.
Long-Term Brand Development
Finally, the discussion turns to the future of Herea, which, according to Puijola, is full of opportunities. She states that the company will not focus on "quick wins" but will instead invest in long-term product and brand development in the fields of energy savings and industry.