Lehigh Technologies

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.