The Opportunity

More and more companies today are bringing products and technologies to market that have an emphasis on “green.”  Lehigh Technologies capitalizes on this trend by providing manufacturers with a low-cost, environmentally friendly material that serves as an alternative to petro-based substances and rubber.  By taking recycled tires and grinding them as fine as talcum powder, Lehigh Technologies can significantly reduce the US manufacturer’s dependency on oil and help to decrease the amount of non bio-degradable waste from the more than 250 million tires that sit in America’s landfills each year.

To heighten awareness of its product, Lehigh Technologies sought to create a leadership position in providing fine and ultra-fine rubber powder for large-scale manufacturing beyond its traditional tire manufacture customers.  The company wanted to do this at the ground level to its peers through industry trade publications and industry forums.

Our Approach

• Educate the media/companies/public about the larger economic benefits of using ultra-fine rubber powder over alternatives
• Tap the executive team as the evangelists of the company; secure speaking engagement at industry forums
• Educate manufacturers on the cost and performance benefits of Lehigh Technologies’ and its closed-loop process; secure coverage in rubber and recycling publications

The Results

Tier One worked closely with Lehigh to capitalize on new product positioning and craft the “so what” story for the company.  The result:  solid relationships and feature coverage in trade publications like Tire Business, Recycling Today, TCE Today, California Tire Report, Rubber & Plastics News and Rubber World.  Lehigh Technologies also captured the eye of the business media with stories in BusinessWeek, Wall Street Journal, Dow Jones/VentureWire and CNN.

In addition, Lehigh executives presented technical and industry papers at industry forums like ITEC, Functional Fillers and ACS Rubber Division’s Fall Technical conference.

Finally, Lehigh Technologies was also recognized as a Fast Company Fast 50 in July 2008.