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SUSTAINABLE FUEL MARKETING CASE STUDY

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Customer Profile

Name: Universal Fuel Technologies
Industry: Energy Tech, Sustainable Aviation Fuel, Renewable Fuels
Website: https://www.unifuel.tech/
Offering: Flexaforming, a chemical technology helping refineries transition from fossil fuels to SAF and renewable fuel production
Target markets: Global
Target audience: Senior decision-makers at refineries and fuel producers

Background

Universal Fuel Technologies (UniFuel) is a B2B chemical technology company operating in the dynamic and complex renewable fuel industry. Its proprietary Flexiforming technology provides refineries and fuel producers with a cost-effective and flexible pathway to transition from fossil fuel production to Sustainable Aviation Fuel (SAF) and other renewable fuels.

Challenge

As an energy tech start-up with ambitious goals to accelerate the transition from fossil fuels to sustainable fuel production, UniFuel needed a marketing agency that could:

  • Translate UniFuel’s highly technical information into accessible and persuasive marketing materials.
  • Build a strong online presence to educate and engage UniFuel’s key audiences.
  • Guide target markets in discovering UniFuel’s profitable and flexible options for sustainable fuel production.

How Orange Bird helped

Through meticulous planning, consistent communication, and agile execution, Orange Bird played a pivotal role in enhancing UniFuel’s visibility and shaping its marketing communications.


1. Developing Compelling Sales Materials

A core objective was to create high-impact sales enablement materials that clearly communicate UniFuel’s innovative solutions and value proposition to its key customer segments: refineries, ethanol producers, methanol producers, and HEFA producers.

Positioning and Messaging

Orange Bird developed a comprehensive positioning document outlining pain points, core benefits, and solutions for each target segment.

Highlighting Core Benefits

The Orange Bird’s expert marketers and copywriters created messaging that illuminates the benefits of Unifuel’s technology, including its low-carbon intensity process and ability to leverage existing refinery infrastructure for operating costs and product flexibility.

Segment-Specific Sales Brochures

Orange Bird crafted unique sales brochures for each segment, balancing technical depth with engaging, accessible content and informative visuals.

Addressing Technical Complexity

Working closely with UniFuel’s technical experts, the team ensured accuracy while making complex concepts clear and persuasive.

Visual Storytelling

Orange Bird’s expert designers used generative AI tools and human-powered design to explore and develop refined graphics representing UniFuel’s technologies.

Event Marketing Support

The agency designed interactive trade show booth graphics and LinkedIn posts to support UniFuel’s presence at in-person events.

Universal Fuel Technologies
Developing Compelling Sales Materials
Developing Compelling Sales Materials 2
2. Optimizing UniFuel’s Website for Visibility and User Experience

Alongside sales enablement materials, Orange Bird led website enhancements to create a cohesive online presence optimized for visitor experience and discoverability by search engines and AI tools:

  • Consolidated and redirected traffic from an older domain to the new UniFuel website, correcting brand and traffic fragmentation.
  • Conducted a website audit and implemented technical fixes to improve performance.
  • Developed a KPI dashboard to track website performance and online visibility.
  • Created a prioritized keyword strategy to guide SEO and content development.
  • Developed new website content for search engine optimization.
  • Optimized meta descriptions and on-page SEO content.
  • Developed a backlink strategy and plan to enhance UniFuel’s presence on reputable industry websites.

Key Outcomes


Messaging

Messaging

Strengthened UniFuel’s brand messaging and positioning within the fuel production sector.

Sales Materials

Sales Materials

Improved engagement with target audiences through clear, compelling sales materials.

Website

Website

Enhanced website visibility and technical performance for better search engine and AI-powered tool discovery.

SEO

SEO

Established a solid foundation for ongoing SEO success and audience growth.

Conclusion

The collaboration between UniFuel and Orange Bird led to significant advancements in UniFuel’s marketing strategy and online presence. By developing compelling sales materials, optimizing website performance, and implementing a robust SEO strategy, Orange Bird successfully helped position UniFuel for growth and success in their mission to accelerate the transition to sustainable fuels.

Next Steps

Find out how your organization can partner with Orange Bird to successfully communicate your vision to potential customers. We’re excited to help you deliver value for people and the planet.

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