Case Studies

 

Promoting an Industry Event

ALON USA (FINA), a Dallas-based energy company that refines and sells transportation fuels, took a counterintuitive step to reduce its own fuel use and environmental impact by switching its entire fleet to hybrid and clean diesel vehicles.

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    The Dallas Business Journal coverage of the event

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    Alon’s Jeff Morris addressing the crowd during the news conference

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    Backdrop of the event with Clean Fleet branded materials

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Challenge

Our goal was to raise visibility of Alon’s commitment to reduce fuel use and green house gas emissions, both locally and nationally.

Solution

  • Strategies
    • Planned and executed Clean Fleet launch event
    • Invited public officials to speak alongside Alon team at the event, including Tom Leppert, Mayor of the City of Dallas and Judge Margaret Keliher, executive director of Texas Business for Clean Air
    • Selected a strategic downtown Dallas location
    • Leveraged relationships with local car dealers to make fuel efficient vehicles available for media test drives and added branding element
  • Tactics
    • Media Alert
    • Fact Sheet
    • News Release
    • Clean Fleet Branded Materials

Results

  • Dallas Coverage
    • The Dallas Morning News
    • The Dallas Business Journal
    • KRLD-AM -CEO spotlight on Jeff Morris
    • The Dallas Morning News: Energy and the Environment Blog
    • KXAS (NBC 5)
    • KTXA (TXA 21)
    • KDAF (CW 33)
  • Big Spring
    • KBST-AM (BigSpring)
    • KOSA-TV (CBS 7 West Texas)
    • KMID-TV (ABC 2 Midland)
    • Odessa American
  • Refining and Convenience Outlets
    • Convenience Store News
    • PetrolWorld
    • Convenience Store Decisions
    • Convenience Store Petroleum
    • OilSpot News