Honeywell’s UOP: Building Industry Visibility
Challenge: Honeywell’s UOP is a leading developer of process technologies that are used to convert biofeedstocks into green diesel and green jet fuel. Peppercom was brought in to help raise national awareness of UOP’s work in biofuels, explain the significance of the technology with science and business reporters, and highlight the company’s most significant innovations and advances.
Strategy & Execution: Peppercom positioned Jennifer Holmgren, general manager of UOP’s renewable energy unit, as a thought leader and industry expert on the biofuels topic. By arranging desk-side briefings for Jennifer with top-tier business reporters and science writers, Peppercom garnered favorable coverage for UOP’s work with biofuels and bio-derived jet fuel. Peppercom also offered reporters an opportunity to test drive cars fueled by 100 percent green diesel, a product of Honeywell’s processing technology. This ultimately raised awareness of UOP’s capabilities with potential business partners and investors.
Result: As a result of significant PR efforts throughout the year, Honeywell’s UOP was featured in top-tier media outlets, including The New York Times, Financial Times, Wall Street Journal, BusinessWeek, Washington Post, U.S. News & World Report and International Herald Tribune. Pick-up of newswire stories from AP, Reuters and Bloomberg generated additional coverage in top-tier regional and business publications. In addition, the team garnered coverage in key targeted science publications including Scientific American and Discover. Equally important, news of Honeywell was regularly reported in key chemical trades including ChemWeek, ICIS News and Chemical & Engineering News. In total, Peppercom’s PR efforts resulted in an audience reach of 21 million and helped UOP establish itself as a leader in the biofuels industry.
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