Case Studies

Some highlights, lessons and experiences from the careers of the Base12 team.

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Introducing a New Technology

Case Study: Arzeda

Arzeda is a Seattle-based synthetic biology company that leverages AI and the latest protein design innovations to build biological pathways that can sustainably produce nearly any chemical, including many that have never been imagined before. They enlisted Scoville PR to lead a communications campaign that could serve as a public introduction for their technology.

The plan in action

The initial PR strategy involved leveraging a major fundraising round that could serve as a public introduction to Arzeda’s technology. It started by building a compelling foundation for Arzeda's story, and incorporating the details into a press release announcing their Series A. The news landed placements in outlets like the Seattle Times, TechCrunch, Xconomy and Geekwire. Podcast and trade coverage followed. The reputation-building paid off when Arzeda was named in the top 10 Hottest Companies in the Bioeconomy two years in a row. They were also nominated for Geekwire's Innovation of the Year.

Announcing a Breakthrough to Drive Climate Investment

Case Study: E8

E8, a Seattle-based angel investing group focused on Cleantech investing, came up with a breakthrough idea to support the entrepreneurs and technologies that will be needed to build the green economy. E8’s new Decarbon8 impact fund uses tax-deductible donations to make equity investments in startups that are commercializing the technologies that will help us meet the world’s decarbonization goals.

The plan in action

Base12 worked with E8 to create a messaging and media outreach approach that would introduce the new fund to targeted audiences and position the group’s members to be a voice on the topics of climate solutions, technology startups, and the intersection of philanthropy and entrepreneurship. Results included coverage in tech and trade media, new relationships for E8 with journalists and editors covering their field, and several new members and donors to the fund.

Shifting the Public Debate

Case Study: Headwaters Economics

Headwaters Economics is a land-use and economic development consulting group with a significant project assisting communities as they seek to prepare for wildfire. They sought a communications campaign to shift the traditional public discussion about wildfire to emphasize a new focus on home-hardening and community-wide action.

The plan in action

A strategic campaign was developed that would leverage Headwaters’ deep experience working with community leaders, relationships with the nation’s leading wildfire experts, and a new messaging paradigm that could be communicated in the media, at events, and with VIP audiences. The use of media training for staff, compelling research, and careful respect for existing priorities in the wildfire debate helped this campaign achieve extensive media coverage and concrete outcomes in state and federal legislative proposals. Local publications as well as national media such at the New York Times, Scientific American, NPR, and the New Yorker acknowledged Headwaters’ conclusions. Headwaters’ experts are now regularly invited to testify before Congress, keynote at leading national conferences, inform national media coverage and evaluate policy proposals at federal, state and local levels.

Building a Community

Case Study: Algae Biomass Organization

The Algae Biomass Organization is a non-profit trade group that advocates for new markets, regulatory changes and policy support for innovative algae cultivation technologies that can produce sustainable fuels, plastics, food, feed, medicine and more. Base12 leads all of their PR efforts, member communications and event marketing.

The plan in action

ABO's communications efforts encompass a wide range of messaging priorities. This includes creating blog and web content, managing a social media presence on Twitter, LinkedIn and Facebook, and a newsletter that has attracted more than 14,000 subscribers. By prioritizing member needs and compelling messaging content ABO has established strong relationships with critical media like the policy experts at E&E News, trade publications like Feed Navigator and Biofuels Digest, and critically important regional and national media outlets.

Base12 has also guided ABO's flagship event, the Algae Biomass Summit to become the largest algae industry conference in the world. Services have included managing all of the event's marketing, branding, web content, attendee communications and sponsorship recruitment from industry majors like the Department of Energy, SCHOTT, Global Algae Innovation and Qualitas Health.

Targeting Strategic Audiences

Case Study: IDGenomics

ID Genomics is a Seattle-based company that is commercializing a biotechnology innovation that can dramatically speed the process of properly diagnosing infectious disease. They engaged Scoville PR to build and execute a brief PR campaign to unveil the technology and its potential.

The plan in action

A PR strategy was developed with the executive team and the developer of their breakthrough technology to frame a story that would appeal across their target audiences in the healthcare industry, potential strategic partners, and regional media. A variety of story angles resulted in coverage in the Seattle Times, Seattle Business Magazine, Geekwire, Modern Healthcare and elsewhere.

Building a Market for an Entirely New Product

Case Study: Rivertop Renewables

Rivertop Renewables is a Montana-based company with a revolutionary technology that can convert ordinary plant sugars into a new class of sustainable, industrial chemicals. Scoville led all of their PR efforts.

The plan in action

Rivertop's challenge: How to commercialize an entirely new class of renewable chemicals that have entirely novel applications in detergent, corrosion, and other markets. As a new company, Rivertop also prioritized building brand awareness, recruiting top talent from around the nation, and relations with the local community.

Working closely with the executive team, a series of communications campaigns we crafted that would support the business goals of educating new customers, engaging with major chemical producers, product developers across multiple verticals, and investors.

A coordinated and steady pace of announcements landed coverage for Rivertop’s new products, their technology and regulatory milestones, c-suite hires, and local community relations in all targeted media categories.

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