Overview

Lehigh sought to overcome perception that recycled materials are low quality, by creating a high-performance, low-cost global brand.

Situation

  • Lehigh Technologies was an overlooked growing force in the specialty chemicals market, creating a sustainable, cost-effective raw material for tire, rubber and plastic products.
  • The company sought to overcome perception that recycled materials are low-quality, creating a high performance, low-cost global brand that expands the customer base.

Approach

  • Create a new category of Micronized Rubber Powder, establishing MRP as an industry term and raising the company profile with financial media.
  • Develop messaging that underscores Lehigh’s value for a range of markets.
  • Reduce risk around technology with strong technical byline presence and partner endorsement.
  • Underscore growth message.

Results

  • Lifted corporate profile with strong financial media presence, with coverage focusing on partners and value. Coverage includes Dow Jones, Bloomberg, MarketWatch and more. Coverage to-date amounts to 124M impressions, featuring recent expansion plans.
  • Won World Economic Forum’s Circular Economy, Bloomberg New Energy Pioneer and Tire Technology awards.
  • Steady stream of bylines and media coverage in key industry and trade publications provided regular visibility to customers and added to technical chops.
  • Extended visibility among financial community with analyst interviews with major investment banks, including Morgan Stanley, Bank of America/Merrill Lynch.
  • Increased visibility helped attract investors and eventually led to acquisition by Michelin.

About

Lehigh Technologies is a specialty materials company that manufactures micronized rubber powders (MRP).

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