 |
Log in to MyPRSA to View or Purchase this item.
Not All Ethanol Is Created Equal: Driving Investment In Verenium Corp. In An Emerging Industry
Source: SO08 Silver Anvil Award
Product Code: 6BW-0914A01
Organization/Author/Firm: Verenium, Brandtectonics
Specialization(s): Investor Relations
Format: Campaign Case Study (Silver Anvil)
Summary
2009 Silver Anvil Award Winner – Investor Relations – Companies With Sales Up To $500 Million
In 2008, ethanol was under attack. Stakeholders weren’t differentiating corn ethanol from cellulosic ethanol (CE), which is made from agricultural waste. Verenium, the only public U.S. CE producer, was grouped with troubled corn ethanol corporations, making financing difficult and destabilizing the stock. Worse, government grants excluded Verenium. Verenium charged Brandtectonics, a Chandler Chicco Company, part of inVentiv Health Network, to secure press that would foster investment and improve investor perceptions. Brandtectonics created differentiated messages, publicized milestones, and increased press coverage read by target audiences. As a result, Verenium secured four major capital infusions; was positively featured in 65+ target publications; and received upgrades and coverage initiations from six investment firms.
