Press Kits

Over $50 Million

Press Kits (Over $50 million)
1st place
JLG Industries Inc.
McConnellsburg, Pennsylvania
With
Godfrey Advertising
Lancaster, Pennsylvania
and
Industrial Marketing Services
Des Plaines, Illinois

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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:

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Press Kits (Over $50 million)
2nd place
Bobcat Company
West Fargo, North Dakota
With
Two Rivers Marketing
Des Moines, Iowa

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Statement of Objectives:
Target Audience: Trade publication editors in many key markets, including general construction landscaping, grounds maintenance, rental, concrete and masonry, and underground utility.

Objective: To garner editorial coverage for Bobcat Company, specifically of several new products and attachments that were introduced at CONEXPO-CON/AGG in March 2005.

Strategies/Tactics:

• Two Rivers Marketing prepared a thorough media kit with detailed press releases, captions, and CDs with digital photography of the new products debuted at CONEXPO-CON/AGG 2005. As a matter of convenience, CD preview sheets were included to help editors review images located on the new product CD.
• A library of 80+ Bobcat images was also provided for editors to use in future issues.
• And the look and feel of the media kit matched the CONEXPO-CON/AGG theme in the Bobcat exhibit.

Results: Approximately 125 media kits were distributed to editors during CONEXPO-CON/AGG. Since March 2005, there have been 111 editorial placements and 2 front covers as a result of our media relations efforts at the show.

Judges’ Comments:

• Preview sheets helpful and photography selection second to none.
• This kit is so editor friendly it makes you want to hug someone.  Vast amounts of info are organized and presented so you can get what you need fast.
• The focus is on new products, and I think it does a fine job of promoting them without inundating the editor with too much info about too many products.
• Good mix of relevant materials for varying markets.  Press releases well formatted with good mix of features and specs.
• Love the “quick look” boxes on press releases.  CD directory is excellent, with well-named (as in easy to find) files.

Company Scope and Marketing Objectives:
Mission is to be recognized as a world leader in the engineering, manufacture, and marketing of compact industrial, construction, and agri-business equipment, attachments and related services.

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Press Kits (Over $50 million)
3rd place
BOMAG Americas Inc.
Kewanee, Illinois
With
The Promersberger Company
Fargo, North Dakota

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Statement of Objectives:
As with any press kit, the primary objective is to present information in such a way as to effectively educate the recipients on new company happenings and encourage the information’s use by the media.  Our goal was to make a kit that would appease both those who prefer the standard hard-copy materials and those who prefer digital – all while presented in an easy-to-use and attractive package.  Though the physical kit contains hard copies of all the releases and color copies of the photos, it is made clear throughout the kit that materials are also available electronically at www.bomag-americas.com/presskit.  Additionally, a separable business card including the electronic kit address is included, effectively making it possible to carry all the kit’s contents in one’s pocket.

With any electronic materials, simplicity is of primary concern. Therefore, we made a clear interface that allows the user to download the desired press kit release Word document, accompany hi-res photo and applicable literature piece – all with one click. 
Our target audience was generally all trade media attending the CONEXPO-CON/AGG 2005 show.  Specifically, we provided this to the 50+ attendees at BOMAG’s press conference.  Though it’s hard to gauge “direct” results with press kits, we received very favorable reviews of the format from several trade press members.  They found it simple and, most importantly, a big time saver.  Since the show, BOMAG has experienced a surge in editorial exposure for all the equipment introduced.

Judges’ Comments:

• Business card idea (with website address) very nice.  A quibble: most of the photography features European operators – perhaps get pics with a more US feel?
• This is a great press kit both for the company and the editor.  However, sounds like all products being introduced at the show when some were released before – should make clear.  Attention to simplicity really appreciated.
• This kit is very simple and straightforward.  Very easy to find what’s needed.
• Effective combination of print and web media.  Downfall is lack of CD or memory stick to address those with limited web access or inadequate web access speed.
• Spiral notebook is very effective.  Dividers are nice, as is the note page.  Nice graphics.  Table of contents page is a nice touch.

Company Scope and Marketing Objectives:
BOMAG is recognized as the worldwide compaction equipment leader. Ranging from vibratory tampers and plate compactors to recycling equipment and landfill compactors, BOMAG has the largest line of the finest compaction equipment in the world. With over 50 products offered to the North and South American markets, there is a BOMAG product to suit virtually every application. Based in the midwestern town of Kewanee, Illinois, BOMAG Americas, Inc. serves as the U.S. based marketing and manufacturing facility for a broad range of products. BOMAG strives to establish its leadership role by continuously raising the standard in compaction technology, while strengthening the brand through the offering of a line of paving and milling equipment.

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Press Kits

Under $50 Million

Press Kits (Under $50 million)
1st place
Allmand Bros. Inc.
Holdrege, Nebraska
With
The Promersberger Company
Fargo, North Dakota

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At CONEXPO-CON/AGG 2005, Allmand Bros. Inc. offered construction trade press members a comprehensive press kit to provide information about the company’s new four-wheel drive tractor loader backhoe, as well as details regarding redesigned products featured at the trade show.  The press kit included printed product releases, photos, product literature and a CD containing electronic files of all product releases and photographs, providing trade press with product details in two formats.

This press kit was available at Allmand’s March 18 press conference, held as part of an overall marketing effort designed to increase product awareness and create brand excitement among members of the trade press.  The day before the press conference, trade press who confirmed they would attend the event received small cans of jalapeño smokehouse almonds, which reinforced the press conference theme “We’re spicing up our offerings at CONEXPO-CON/AGG!”  This premium and theme built excitement for the press conference, while reminding confirmed attendees of the press conference time and location. Attendees learned about Allmand’s new and redesigned products via a multimedia presentation.

More than 30 members of the trade press attended the press conference and obtained a press kit.  In the two months following the show, Allmand enjoyed extensive exposure for their new tractor loader backhoe.

Judges’ Comments:

• Their approach is basic, yet easily accessible.  The two-format approach assures most preferences are met.  And providing a copy of the presentation helps us check our notes.
• This is very functional and very complete.  It’s easy to use, very clear, easy to navigate and perfectly blends electronic and paper media.  It isn’t as flashy as some entries, but works hard for the client.
• Very well done, although the inclusion of prints is not really necessary.  I like the inclusion of release hard copies, however.
• Visually a very clean, user-friendly press kit.  Good support material.  Overall, a solid packet of useful materials.
• This certainly is a complete kit: easy-to-read hard copy on one side, CDs specs on the other.

Company Scope and Marketing Objectives:
Since 1938, Allmand Brothers, Inc. has been making construction sites brighter, warmer, safer and more efficient. The rugged MAXI-LITE and NIGHT-LITE portable lighting systems, the versatile Allmand Tractor-Loader-Backhoes, and ECLIPSE arrowboards are all designed to put the customer first. Our objective is to promote the promise of providing quality products and superior service after the sale. We call it “Allmand Assurance.”

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