Thought Leadership and Media Relations via Bylined Article Development

The Opportunity

BG was hired to build industry awareness of Terresolve’s environmentally friendly lubricants in the marine transport industry.

The Strategy

BG leveraged the EPA’s new regulations to Terresolve’s advantage by creating a comprehensive white paper that positioned Mark Miller, the CEO, as a thought leader in the field of environmentally acceptable lubricants for the marine transport industry. BG interviewed Terresolve’s CEO on key topics that would drive thought leadership positioning, conducted research into EPA ruling and costs associated with changing to biodegradable lubricants in the shipping industry, created targeted pitches for key trade publications and orchestrated PR campaigns.

The Result

Through our media relations effort, BG placed a five-page feature article, which included specially developed visuals and charts by the Lubes n’ Greases in-house design team. BG also wrote and secured a Letter to the Editor addressing a competitor’s response to the article. The coverage generated a surge of inquiries about the EPA ruling and Terresolve products as a result of the two placements, driving leads and inquiries.