Our Work

The Challenge

Manufacturer Public Relations

Rohm and Haas Company was a specialty materials business that made products for the personal care, grocery, home and construction markets, and the electronics industry. Rohm and Haas provided a grant to the Energy Coordinating Agency which used Rohm and Haas cool roof elastomeric reflective coating to coat a block of roofs in the Bridesburg section of Philadelphia. The company retained Furia Rubel to provide the manufacturer public relations services when it launched a product that would lower heat in row homes.

The objectives were to:

  • Generate local and regional publicity regarding the Bridesburg Cool Block Project and Rohm and Haas Company’s philanthropic contribution;
  • Reinforce the Rohm and Haas Company commitment to the Responsible Neighbor Program;
  • Highlight Rohm and Haas’ dedicate to corporate social responsibility;
  • Inform Philadelphia-area consumers about the project scope and mission; and
  • Educate local consumers about the cool roof reflective elastomeric coating, how it cools homes and conserves energy.

To maximize the internal and external value to Rohm and Haas a strategic media relations strategy was required.

Rohm and Haas Energy Program

Rohm and Haas provided a grant to the Energy Coordinating Agency which used Rohm and Haas cool roof elastomeric reflective coating to coat a block of roofs in the Bridesburg section of Philadelphia.

8.3 Million

Media impressions

8

Feature stories in trade publications

Government Support

From State Rep. Ellen Bard Environmental Resources & Energy Committee Member

Our Deliverables

Manufacturer Public Relations

Furia Rubel employed a five-stage strategic media relations campaign designed to:

  • Attract local and trade media attention from the inception of the project to leverage project-long coverage;
  • Take advantage of summer heat waves to garner appropriate press coverage;
  • Organize and execute a low-key media event at the site for maximum media coverage; and
  • Tailor individual messages to key media including meteorologists, 50-plus and philanthropy publications, healthcare, consumer and chemical reporters

As a result of a strategic and focused Philadelphia media campaign, the Bridesburg Cool Block Project resulted in more than 8.3 million media impressions, reached radio listeners and television viewers in the Greater-Philadelphia area including Southeastern Pennsylvania, Southern New Jersey and Northern Delaware and reached trade industry readers across the United States.