Byogy is a San Jose, California-based company with a unique and proven process for converting ethanol into jet fuel called Alcohol-to-Jet (ATJ). Byogy sought Bond’s help in 2011 to significantly increase awareness among other potential partners and investors in the aviation and biofuels industries.In 2012, Byogy enlisted Bond’s support once again as they sought additional funding from the investor community.
Byogy is a San Jose, California-based company with a unique and proven process for converting ethanol into jet fuel called Alcohol-to-Jet (ATJ). The company is strategic partners with Qatar Airways, and is in advanced discussions with other potential strategic and financial partners. In 2011, Byogy sought Bond’s help to significantly increase awareness among other potential partners and investors in the aviation and biofuels industries.
In 2012, Byogy enlisted Bond’s support once again as they sought additional funding from the investor community. With Qatar Airways fully on board as a strategic partner and investor, we sought to leverage this partnership with the media to facilitate additional interaction with the investment community.
We defined our objectives as the following:
- Significantly raise awareness of Byogy among key players in the airlines, biofuels and financial sectors.
- Create preference for the Byogy brand that results in meaningful dialogues with prospective investors, strategic partners, allies and advocates.
- Raise additional capital and make further headway among potential strategic partners
Our campaign consisted of aggressive media relations to broadcast the company’s success and validate Byogy’s key marketing and fundraising messages. Bond began the media relations campaign with major business media and leading airline media to generate high-profile and high-value feature article opportunities, through which we positioned Byogy as the global leader in the ATJ space.
We also sought to generate articles that would have a “ripple effect,” meaning that coverage would be published by multiple news outlets, as well as creating coverage in their own right.
Within a month, we were interfacing with top business and trade media including Financial Times, The Wall Street Journal, Flight International, Air Transport World, Reuters and others.
Results & Impact
In addition to creating meaningful dialogues with reporters at key media, within three months we were able to secure articles that led to high-value discussions with potential partners, investors, customers and other key groups. In 2011, articles appeared in the following media outlets:
- Flight International (two stories)
- Air Transport World
- Bloomberg BusinessWeek
- Washington Post
These discussions included invitations to high-level airline industry conferences, meetings with World Bank officials, meetings with high-level airline procurement agents and partners at highly visible investment banks, among others.
In 2012, we successfully placed a feature story in Bloomberg BusinessWeek that was reprinted or itself reported on in multiple high-impact publications, including:
- The Washington Post
- Financial Post (leading business daily in Canada)
- Middle East Financial Network
- Biofuels Digest (key publication serving the biofuels sector)