Strategic Media Campaign Drives Nearly $12 Million in Advertising Value

THE COMPANY

Fortera is a pioneering green cement manufacturer producing low-carbon cement in Redding, California. Its ReCarb® technology captures and mineralizes industrial CO₂, reducing emissions by 70% while seamlessly integrating with existing cement infrastructure. The result is that ReAct® green cement is market-ready, meets regulatory standards, and can be used alone or blended with traditional cement for sustainable construction.

THE CHALLENGE

Technica Communications was tasked with gaining broad industry and media visibility for the official opening of Fortera’s Redding ReCarb® Plant and North America’s first industrial green cement and carbon mineralization facility. The company’s business objective was to set it apart from more fledgling green cement startups and demonstrate Fortera’s significant lead in the industry. Given the complexities of launching a first-of-its-kind technology, the timeline for the plant’s opening remained fluid, requiring a highly adaptable PR strategy.

THE STRATEGY 

Technica implemented a global exclusive strategy to maximize media impact for its launch, including a virtual press conference and a targeted pitch campaign for key media outlets. This approach ensured broad coverage while adapting to changing timelines. 

Technica granted the Associated Press (AP) exclusive early access, allowing them to break the story, resulting in global reach due to AP’s vast syndication. The virtual press conference facilitated direct engagement between reporters and Fortera’s leadership, allowing for targeted questions and in-depth insights for reporters.

Messaging was tailored for different audiences, with technical details for trade publications and a high-level narrative for mainstream media, highlighting cement’s emissions impact and Fortera’s scalable decarbonization solutions. Overall, this multi-layered PR strategy led to extensive, impactful coverage, establishing Fortera as a leader in sustainable cement.

THE RESULTS

Technica’s campaign for Fortera generated an advertising value equivalent (AVE) of nearly $12 million, with 145 online media placements and a potential audience reach of over 74 million. Noteworthy coverage included the exclusive story published by AP News, which was syndicated in over 280 news outlets, including The Washington Post, ABC News, Fast Company, Inc., and SFGate. Additional high-profile features appeared in POLITICO, Axios, and influential trade publications like Global Cement Magazine, Concrete Products, and Informed Infrastructure. This extensive media reach firmly established Fortera as a leader in sustainable cement innovation.