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B2B & B2B2C Technology: Clean Tech; BioMaterials
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Testimonial
“The articles about my science at Yulex Corp have launched many new business opportunities for me. Specifically, the article in Wired Magazine MADE my new career.”
Summary
In 2014, Venter PR supported Yulex in raising brand visibility and preparing for the public announcement of their partnerships, including with Patagonia. Together, Yulex and Patagonia created the first plant-based wetsuit and were ready to share it with the world.
In collaboration with the Patagonia and Yulex teams, a successful story in The New York Times was secured to kick off the campaign.
Following the announcement, Venter PR supported Yulex with marketing and communications —managing all of Yulex’s marketing content and branding efforts (including product extension naming), as well as media relations to garner public attention. Venter PR secured a feature story in WIRED.
Challenges
Venter PR joined the Yulex team to carve out a place for the innovative company in a space dominated by a well-established monopoly dating back to the 1800s.
The company was doing something brand new—engineering high-performance, plant-based products for a better planet. Yulex was the first company to ever commercially produce natural rubber latex in North America. Their Guayule natural rubber was grown and processed in Arizona.
With their first major partner in Patagonia, Yulex continued to establish itself as an innovator in the biomaterials space.
Venter PR positioned Yulex as the best possible option to sustainably-minded companies looking for rubber alternative solutions for their products.
Strategy
Venter PR created a foundation on which to build wide-spread awareness of Yulex with two high-profile stories in The New York Times and WIRED.
Leveraging the momentum from The New York Times article on the Yulex/Patagonia partnership, Venter PR pitched the story to WIRED who did in-depth reporting on the company.
WIRED produced a feature story on Yulex, including the history of the guayule plant, and the revolutionary impact on the rubber industry.
Using these placements as a launching pad, Venter PR furthered Yulex’s brand awareness among consumers and businesses by securing corporate recognition through awards, and further coverage in the press.
Coupled with these PR efforts, Venter PR managed Yulex’s website update, blog content, and social media strategies to increase the shelf life of its news and provide educational content to media and consumers who wanted to learn more.
Results
Yulex established itself as a force in the rubber production space and educated the public about the need for sustainability in the process.
With an emphasis on education, Venter PR positioned Yulex as an innovative disruptor generating customer leads and global partnerships.
Today, the baton has been passed and guayule natural rubber is being scaled up by one of the largest rubber producers in the world for global production and consumption.
Yulex is now the leading provider in FSC-certified natural rubber and sources manufacturers around the globe to create sustainable consumer products, including shoes, accessories, sporting equipment, medical supplies, and more.
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