Case Study, Automotive, Logistics, Public Relations, Special Events
NextDiesel Grand Opening
A trio of business investors decided to enter the alternative energy field. After a couple of years of research, they created Biofuel Industries Group with the goal of becoming a leading provider of alternative energy solutions in the Midwest.
This West Bloomfield-based company came to Marx Layne weeks before breaking ground on a biodiesel manufacturing facility in Adrian, seeking assistance in developing awareness of its high-quality, trademarked biodiesel product to current and potential investors, customers and clients.
In addition to creating jobs, the NextDieselTM Biodiesel Facility was the FIRST in Michigan to be built in a designated Renewable Energy Renaissance Zone and, upon completion, became the state’s LARGEST biodiesel manufacturing facility, initially producing 20 million gallons per year with the capacity to manufacture as much as 100 million gallons annually. The plant also includes state-of-the-art technology, which would allow it to produce biofuel using a variety of feedstocks.
CAMPAIGN
Successfully promoting the company required an initial, comprehensive, three-prong public and media relations plan, thus initiating awareness.
Phase I—Announcing groundbreaking of the NextDieselTM Biodiesel Facility and introducing the company’s principals to the media to maintain a flow of awareness and establish relationships with key media.
Phase II—As the building of the facility progressed, and the grand opening neared, private, guided tours were held for selected media.
Phase III—The final phase culminated with the official ribbon cutting and grand opening ceremony. The first challenge was attracting high-level dignitaries to this rural area far from their usual office locations. We also needed to make sure that all VIP guests would be available for the same day and time. The third obstacle was getting media to attend an event held outside their usual coverage areas. We also coordinated event logistics, including securing an appropriate location and shelter, food, decorations, sound and run of show.
RESULTS
The event attracted Michigan’s highest ranking politicians, Governor Jennifer Granholm and U.S Senators Debbie Stabenow and Carl Levin, as well as several other top-level dignitaries.
Media coverage before, during and after the ribbon cutting was extensive, including stories reported on by mahy major newspaper, broadcast, online and trade media outlets.