2019 Focus: Local PR
I wrote press releases for new product launches and company news and submitted them to press contacts I have in the Midlands SC region. I secured media coverage in weekly email newsletters, online news publications and business magazines.
Below is a sample of my writing for press releases.
Columbia, SC – DPX Technologies announces a new INTip™ solution that utilizes a patent pending Tip-on-Tip (ToT) technology. ToT technology was a natural progression of the DPX INTip product line designed to promote the simplification and automation of complex sample preparation. The ToT technology has two main methodologies: ToT Filtration and ToT SPE. This technology provides a fast, automated INTip solution for a variety of applications.
“The beauty of this technology is in the versatility. We partner with our customers to solve bottlenecks they are seeing in sample preparation. We are responding to customers’ demands for enhanced throughput solutions,” said William E. Brewer, Ph.D., Founder and CEO of DPX Technologies. “DPX products offer workflow solutions that are compatible with semi-automated and fully automated liquid handling systems. This enables high efficiencies and high sample throughput.”
Media Coverage on MidlandsBiz, SCBIO Newsletter, MetroColumbia CEO, and Clinical Lab Products Magazine,
Columbia, SC – DPX Technologies, a manufacturer of laboratory consumable products, has invested more than $2.5 million and announced an expansion in Columbia, SC. The biotechnology company purchased and renovated a 12,000 sq. ft facility on 5 acres in the SCRA Carolina Research Park.
DPX manufactures patented sample preparation products and specializes in custom workflows for a diverse client base including clinical, forensic, food safety, and pharmaceutical industries. Their products offer sample preparation solutions that are compatible with semi-automated and fully automated liquid handling systems. This enables high sample throughput and high laboratory efficiency.
DPX was founded in 2007 by Dr. William Brewer, a University of South Carolina alum and former senior chemistry instructor and research associate. The company originally joined the USC Columbia Technology Incubator and opened a manufacturing facility on the enterprise campus of Midlands Technical College. DPX also utilized space at the USC IDEA Labs for research and development. After seeing tremendous growth over the years, DPX has purchased and renovated a building that now houses manufacturing and R&D in one facility.
Columbia, SC – DPX Technologies, a manufacturer of laboratory consumable products, announces the launch of a new brand image. DPX has been manufacturing pipette tips for sample preparation since 2007. Their patented technologies are available across the U.S., and DPX plans to increase sales internationally.
The rebrand includes a new company logo, website and other marketing collateral. DPX also updated the product lines with a trademark for the name INTip™. Product lines include INTip™ Solid Phase Extraction and INTip™ Filtration. This strategic brand update aligns product segments within different industries and highlights pipette tip technology for sample preparation.
The future of DPX lies in the proteomics and genomics industries. Dr. Brewer sees a big future with INTip products for protein purification and DNA purification. “INTip compliments the existing core technology and delivers the new brand expansion for pipette tip products in market segments where automated sample preparation is highly sought after,” said Dr. Brewer, founder and CEO of DPX Technologies. “Pipette tips are easy to use and easy to automate, which will increase efficiency, robustness and reproducibility for protein purification and DNA purification.”
DPX products are currently sold across the U.S., Canada and in Brazil. “We are starting to pick up leads in Europe, Australia and China. We are excited about expanding our product offerings internationally,” said Bill Kemnitzer, PhD., Director of Sales and Business Development.
Media Coverage on Midlands Biz and SCBIO Newsletter
Results
One of the big stories I wanted to tell was how DPX successfully leveraged business resources to grow and expand in Columbia, SC. DPX would need to hire new employees from this region, and securing talent for a growing startup is a challenging task. The local media coverage helped increase brand awareness for DPX as a successful innovative company. DPX leveraged business resources like the USC Columbia Technology Incubator, USC Idea Labs and manufacturing space at Midlands Technical College Enterprise Campus to grow. After the expansion press release was sent out several online media outlets ran the story and then Columbia Business Monthly decided to feature DPX Technologies as the cover story of their October edition. SCBIO played a role in landing this feature for DPX.
Link to digital edition of Columbia Business Monthly
DPX Expansion Press Release Coverage
2020 Focus: Local + Industry PR
The DPX PR strategy was updated in the year 2020 to include industry PR. It was important to shift the focus and include the industry audience to boost brand awareness for DPX products and services. 2020 was also the first year that I had a small digital marketing budget. I used a portion of the budget to sponsor press releases in prominent industry publications.
PR Mix:
- Research editors and make connections at prominent industry publications. Send press releases and articles to editors..
- Send sponsored press releases
- Continue to send local press releases for news worthy items
- Create content to participate in social media for SC Manufacturing Week
Goal:
- Introduce some of the DPX manufacturing employees and tell their story
- Provide a visual of what it looks like to work in manufacturing, including the PPE they are required to wear.
Biotechnology manufacturing looks a little different from other types of manufacturing, and the operations director thought it was a great idea to provide a visual of employees wearing all of the PPE. I worked with the economic development organization Central SC to use their new branded logo on the content for social media. This content was shared on Central SC channels and by Richland County Economic Development for SC Manufacturing Week. The manufacturing department hired new employees during 2020 and this was a great week to introduce them.
Clinical Lab Products Magazine – Shared the DPX product announcement for the Ultra-Pure Grade Filtration tips
Lab Manager – Shared the DPX product announcement for the Ultra-Pure Grade Filtration tips
Cannabis Science and Technology – Shared the DPX product announcement for Tip-on-Tip Filtration for Cannabis
I reviewed lots of paid media options for digital marketing with the management team. Chromatography Today is a high profile publication for the target market. They have a large international reach and press announcements provide coverage in the printed magazine as well as their online platform. 
We also decided to do a mix of sponsored product profiles with the Analytical and Cannabis Scientist. It was convenient that the same publisher had multiple magazines because we could buy a package of product profiles and release them on either the Analytical or Cannabis Scientist. This media gave us exposure via the printed magazine, the website and one email blast to their audience. The audience matched the target segments and had a wide reach.
