"Platinum Award"

Presented to the winning entry receiving the top score overall

JLG Industries Inc.
McConnellsburg, Pennsylvania
With
Godfrey Advertising
Lancaster, Pennsylvania
and
Industrial Marketing Services
Des Plaines, Illinois
For Press Kits - Over $50 Million

(Click for larger image)

Statement of Objectives:
Marketing Objective and Target Audience: Since the previous CONEXPO-CON/AGG trade show, JLG Industries, Inc. doubled its sales volume to become nearly a two billion-dollar manufacturer of construction equipment.  The company’s primary communication objective for the 2005 show was to reflect its position as a major manufacturer.  A primary audience for this message consisted of trade editors attending the show.

Communications Strategy: A comprehensive trade press kit was developed, using graphics that paralleled those used on the outdoor tent in JLG’s exhibit space.  The press kit announced JLG’s new products, provided information on other products on display, and introduced JLG’s new Online Resource Library – a unique new searchable photo library that editors can use to access JLG images.

To accommodate the varying needs of editors, information in the press kit was presented in three ways – in a printed section showing the releases and photos, on a CD containing electronic files in multiple formats, and on a reusable 128 MB memory stick.  A special booklet provided instructions on how to access and use the new Online Resource Library.

Results: Editorial feedback regarding the kit has been overwhelmingly positive.   One editor wrote:

“In the CONEXPO press kit, JLG has set the gold standard for press kits. I wish more companies would make information this easy to use.”

Approximately 50 editors have visited and/or used the Online Resource Library.  Several have asked for large resolution files of images in the ORL for use on magazine covers.

Judges’ Comments:

• The online resource library will be something editors use over and over again.  Suggest simpler production values in print version; no need to hard bind all the press releases.
• This is showy, prestigious and very editor friendly.  The new product releases are well done.  These people had lofty goals that I think they met, and they took good care of us as editors, too, by making the material easy to use.
• Very nicely done!  At first, the binder is intimidating but it is surprisingly easy to navigate.  It’s nice to have the info in different formats.  Very visually appealing.
• This is a very thorough, well-packaged kit with all the options an editor needs – print, CD, web stick.  Biggest downfall is the heavy binder.

Company Scope and Marketing Objectives:
JLG Industries, Inc. is the world's leading producer of access equipment aerial work platforms and telehandlers).  The Company's diverse product portfolio encompasses leading brands such as JLG® aerial work platforms; JLG, SkyTrak®, Lull® and Gradall telehandlers; and TRIPLE-L® trailers.  Overall marketing communications goals are to build brand awareness and affinity globally and to generate demand for JLG products at rental companies and distributors serving the construction, industrial, commercial and institutional markets.  After having doubled its sales volume since the previous CONEXPO-CON/AGG, the Company's primary marketing communication objective for CONEXPO-CON/AGG 2005 was to reflect its position as a major manufacturer of construction equipment.

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