Press Kits

Over $50 Million

Press Kits (Over $50 million)
1st place
Bobcat
West Fargo, North Dakota
With
Two Rivers Marketing Resource,
Des Moines, Iowa

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Statement of Objectives:
Target Audience: Magazine representatives within key markets – specifically individuals that direct editorial content in construction and utility publications.

Objectives: Attract the attention of media representatives at an ICUEE press event, resulting in post-ICUEE coverage, interviews and feature articles. Maintain reputation in industry as a leader in the compact equipment market.

Strategies/Tactics: Design a customized invitation for media representatives that would entice them to attend a pre-show media event. The invitation was sent in a customized Wheaties box that contained crackerjacks and peanuts, playing off the Louisville/baseball theme.

Capture the attention of all key media representatives prior to ICUEE.

Promote the new ZHS excavators, compact track loader and selectable joystick controls and invite the media to visit the Bobcat booth for an opportunity to operate the equipment.

Strengthen the relationship with the media by providing them with a detailed media kit that includes a CD with digital images, captions and press releases for Bobcat products.

Results: The pre-show ICUEE event attracted many media representatives and resulted in substantial post-show coverage of Bobcat equipment that was on display at the show.

Our research indicates that Bobcat Company continues to get strong editorial coverage of compact excavators. We attribute this in part to our strong relationship and customer service with the key media representatives.

Judges’ Comments:

• Appreciate that the new is differentiated from the recent and easy to get photos because of the CDs. (would have been nice to have spec summary on the new stuff).
• Company thought of everything an editor needed to write a story. Made it easy to find all information for each new product.
• I like the quick looks – very effective. Great graphics – easy to pick up the right points/facts.
• This overall media package was very effective. The press kit itself is well organized and easy to use. Especially appreciate handy images reference on CDs.
• I liked it because there weren’t loose pages to lose. (Spiral binding cut into brochure words in a few places.) Liked having the press release and brochure for each product. Also liked having contact info and images right there.

Company Scope and Marketing Objectives:
Bobcat Company is a leading manufacturer of compact equipment, including loaders, excavators, attachments, loader backhoes, utility vehicles, the Toolcat 5600 utility work machine, and telescopic tool carriers. The company is headquartered in West Fargo with more than 900 dealerships worldwide. Bobcat Company believes that ongoing communication with customers is essential to the long-term success of the organization and that these messages will produce strong relationships. The company’s key messages include continuous improvements in products, processes, services, and skills, in addition to communicating good works in the community and notable achievements.

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Press Kits (Over $50 million)
2nd place
JLG Industries
McConnellsburg, Pennsylvania

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Statement of Objectives:
The objective of the JLG® Press Kit for ARA was to make it easy for the media to write about JLG. JLG had significantly expanded its product line, brands, manufacturing locations, service programs, and sales programs – we wanted to help the media present these in a manner consistent with JLG’s goals.

The 2004 trade shows were JLG’s first presentation after the acquisition of OmniQuip. Prior to the show our public relations firm contracted several editors to determine their information format preferences. We discovered there were several disparate opinions. Some preferred electronic, some hardcopy, many preferred a reference guide, etc. In order to best serve all editors – we developed a press kit that presented the desired information in several formats.

JLG’s press kit was divided into product, service, and corporate sections. It provided the latest research for each machine on display and the latest service and corporate news. Each release included printed copy and photos that were coded for reference. The corporate section provided a complete contact list with names, titles, direct phone lines, and e-mail addresses. A final section included two CDs: one contained all releases with coded hi-resolution images and the other featured the JLG Corporate Video. The press kit concluded with a JLG annual report.

Results: Feedback was extremely positive. During the show, we had over 15 individual meetings with various editors at the booth. All commented positively on the press kit’s usefulness and many said it was the best at the show.

Judges’ Comments:

• Complete and professional. Product PR professional, fact-filled and backed up with pix. (though some releases just cite specs not features of applications). Huge package but easy to trim down to what you want.
• Kit was quite thorough and easy to find what you need. Good idea to provide hard copy with the electronic files to suit an editor’s preference.
• Like “one-stop-shop” approach – everything at your fingertips.
• Lots to keep track of, but binder kept pieces from falling out and kept in one spot.

Company Scope and Marketing Objectives:
JLG is the world's leading producer of mobile aerial work platforms, a leading producer of telehandlers, a producer of unique hydraulic excavators, and a producer of drop-deck trailers. Our marketing communications objectives include 1) leading the organization from the front; 2) managing multiple brands under the JLG corporate entity, and 3) a constant focus on creating brand awareness, generating interest, producing action, and supporting sales.

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Press Kits (Over $50 million)
3rd place (tie)
Electrolux Construction Products
Olathe, Kansas

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Statement of Objectives:
The Electrolux Construction Products press kit was developed for the press conference held at World of Concrete 2004 announcing our name change, our new president and new products for three of our different brands. Our target audience included members of the press, such as editors and publication representatives, attending World of Concrete.

Invitations were e-mailed to over 80 targeted press members prior to World of Concrete requesting that when they RSVP, they include the name of the hotel where they would be staying while in Orlando. The day prior to the press conference, boxes of three doughnuts were delivered to those that had RSVP’s. The boxes were tied with a ribbon and a label, that coordinated with the invitation, on the box that read, “Kinda makes you wonder what we’re all about donut? See you tomorrow at the press conference, 1:00, Room 224 C, Hall D.”

Coordinating signs on easels were placed outside the room the day of the conference in order to guide press into the correct room. Press kits that included 11 press releases with photos attached, as well as mini CD’s with the same information, were distributed at the press conference. A PowerPoint presentation mimicked some of the information included in the press kits – enhanced other information. The opportunity was made available for the press to ask questions of our tech support that was available at the press conference and/or stop by our booths.

Approximately 30 individuals attended the conference, which has resulted in outstanding press coverage since WOC. Responses indicate that attending press appreciated the comprehensive coverage of the material. Although relationships have already been established with these editors, this press conference presented an opportunity to enhance those relationships.

Judges’ Comments:

• Organized. Photos with everything. Product releases very clear about product features and specific applications. Electronic material as backup to toss paper if you want. (Suggest make pix jpeg or tiff files.)
• The press kit contains thorough, organized information.
• Information is clear and concise and volume of information more than sufficient. Especially appreciate having electronic images and powerpoint presentation on CD for easy use.

Company Scope and Marketing Objectives:
Diamant Boart, Partner, Target and Felker are members of the Electrolux Group, the world's largest producer of outdoor power equipment and home appliances. The Electrolux Group sells around $14 billion USD worth of products annually in over 150 countries. Because Dimas, Diamant Boart, Partner, Target and Felker are grouped together under Electrolux Construction Products North America, the association with the Electrolux Group benefits the brands with financial strength, long-term strategy and ability to make considerable investments in marketing as well as in research and development. The focus will continue to be on building the individual brands. Each brand is already well established in their respective markets and will continue to be marketed and sold in 70 countries through retailers and directly to end-users.

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Press Kits (Over $50 million)
3rd place (tie)
Liebherr Construction Equipment Company
Newport News, Virginia

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Statement of Objectives:
In 2003, Liebherr Construction Equipment Company, Newport News, Virginia, introduced four new models of fully hydrostatic-powered wheel loaders to the U.S. market.

Target Audience: Magazine representatives, publishers and editors attending the ICUEE Show.

Communication Strategy: These machines were introduced at the ICUEE show and a press conference was held at that time. To make certain that the new product introduction created a buzz within our industry, Liebherr consigned the initial four models with special paint – including the “stars and stripes” paint on our L 580 machine. The product introduction also included a licensed parody of the Neil Diamond song, Coming to America.

The press kit and conference garnered media standing and focuses industry attention to our wheel loader product line. The accompanying CD was designed to provide information about our Wheel Loaders through an interactive presentation of the wheel loader models, features and benefits, a brief history of all four models, an interactive CD, and a trade show schedule, as well as Liebherr contact information and related materials for publication.

A follow-up mailing to the press conference participants occurred six weeks after the show and included the “Special Press Edition” of the Coming to America parody.

Results: Response has been outstanding, with numerous mentions of our wheel loader introduction in trade magazines, interviews with our product manager – Georg Seyrlehner – as well as requests for additional information from editors.

Judges’ Comments:

• Very well done intro. Good product release to photo, excellent backup data.
• CD nice presentation; helpful to have press release accompany it.
• Nice photography of machines in action. CD information presented in convenient format.

Company Scope and Marketing Objectives:
Liebherr Construction Equipment is responsible for the sales, service and spare parts activities for Liebherr's range of tracked and rubber tired excavators, wheel loaders, crawler loaders and bulldozers. Our marketing strategy is to build brand recognition by highlighting Liebherr quality and engineering.

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