Press Kits

Over $50 Million

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

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Statement of Objectives:
Target Audience:  Editors from general construction, rental, underground, compact equipment, concrete/masonry, and government publications.

Objective:

• Introduce the new 2300 utility vehicle with RapidLink attachment system and attachments, two new compact excavators, a new telescopic tool carrier, and numerous attachments. 
  
• Build relationships with editors through one-on-one conversations during a “ride-and-drive” experience on many pieces of Bobcat compact equipment, including a utility vehicle obstacle course.
• Generate awareness of how Bobcat equipment is used throughout multiple markets and applications.  Educate editors on the full lineup of Bobcat products and how they apply to their readers.

Strategies/Tactics:  Invited editors to Fargo for a two-day product launch where they had an opportunity to test drive the new equipment, as well as many other Bobcat machines.  Mailed two sets of invitations to generate editor interest.

Provided editors with a complete press kit including press releases, photo preview sheets, and high resolution digital photography on a CD.

Results:  Thirty-five (35) editors representing more than 50 magazines attended the media event in Fargo.  Since the event, Bobcat has received numerous front cover, editorial, and press release, and online placements in trade publications. Below is a brief summary of the editorial coverage as of October 24, 2006:

Also, editors who attended the event were asked to complete a survey following the program.  On a scale of 1 to 5 with five being the highest score, editors gave the Bobcat press kits an average score of 4.77.

Judges’ Comments:

• Quick look boxes excellent.  Great graphics and easy to flip through.  Large but contains everything.  Binder hard to file.  Great photos.  Is a clinic on how to launch product category involving different industries.  Appreciate image printouts with file names.

Company Scope and Marketing Objectives:
Bobcat Company is the world leader in the field of compact vehicles and equipment.  The widely known Bobcat brand includes an extensive line of powerful, nimble compact construction equipment and attachments.

Press Kits (Over $50 million)
2nd place
Volvo Motor Graders
Goderich, Ontario, Canada
With
Marketing Strategies and Solutions
London, Ontario, Canada

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Statement of Objectives:
Target Audience:  The primary audience of this launch package was the trade press, and as such, a formal press event was held at the Goderich, Ontario facility in early April 2066.  It was essential that the message be delivered in a forthright and convincing manner. 

Objective:  Volvo Construction Equipment’s goal was to reposition the completely redesigned and customer validated Volvo G900 Motor Grader product family within the industry.

Statistics/Tactics:  Acknowledging the ‘pack light and travel fast’ preference of attending editors from around the globe, a ‘contained’ package of information including both electronic and print media was developed to meet their varying needs.

The print material provided ‘at a glance’ information about the new Volvo G900 Motor Grader, Volvo engines with V-ACT emission reduction technology, the Goderich manufacturing facility and an internal company newsletter that showcased the contribution made by the entire Goderich work force throughout the project.

The electronic media, in the form of an auto-run CD, included a video message from the President of Volvo Motor Graders, all relative product brochures and several high resolution images.  A ‘sample’ Press Release was included to help with the understanding of key machine features.  The CD also contained a virtual tour of the new G900 cab, which one magazine placed on its web site!  A second CD contained additional high resolution product and manufacturing facility images to augment those taken by the editors during the event.

Results:  Were we successful?  Although it is difficult to quantify the results, we received numerous favorable comments from the trade press about the package.  Comments such as, ‘simple’, ‘complete’ and ‘concise’ were used.  Images of the new G900 Motor Grader supplied in the media kit appeared on several magazine covers and in feature articles.

Since the launch Volvo G900 Motor Graders, the level of editorial coverage in the trade press has been unprecedented.  We believe the campaign has been a success in every way as industry awareness and market share in our target segments have increased, thanks in no small part, to the editorial exposure the G900 product family has received.

Judges’ Comments:

• Very professional.  Great event.  Content and message fine.  Well organized.  Suggest releases on each product.  Some technical, labeling problems with CD though.

Company Scope and Marketing Objectives:
Volvo Motor Graders is a division of Volvo Construction Equipment.  With a history dating back to 1877, the year we introduced our first ‘road scraper’, Volvo Motor Graders has been a leader and a driving force in the road grader industry world wide.  Introduced in January 2006, the G900 family of seven models became the first motor grader from a major manufacturer to feature US EPA Tier 3 emission compliance and an innovative and industry-exclusive 11-speed transmission for enhanced productivity in motor grader applications.  The Press kit for the Volvo G900 motor grader family focused on customer awareness while keeping aligned with the stated Volvo Construction Equipment goals and values.

Press Kits (Over $50 million)
3rd place
John Deere Power Systems
Moline, Illinois
With
Two Rivers Marketing
Des Moines, Iowa

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Statement of Objectives:
Target Audience:  Editors from general construction, rental and OEM publications.

Objective: 

• To announce the test results that proved John Deere PowerTech Plus engines have best-in-class fuel economy.
• Generate interest among editors of the construction end-user publications about qualities of off-highway diesel engines that end users should care about, such as fuel savings.  Engine features and benefits are usually targeted to readers of OEM magazines, and this was the one of the first times JDPS had launched a PR and marketing campaign specific to end users.
• Generate awareness that John Deere PowerTech Pluse engines can ultimately save customers money and can reduce the life-cycle costs of a piece of equipment.
• Educate editors on the technologies John Deere used to meet EPA Tier 3 requirements and how those technologies contributed to their best-in-class fuel economy status.

Strategies/Tactics: 

• Sent press release and photo CD to distribution list of all editors of construction trade publication magazines.
• Invited all trade editors attending World of Concrete in January 2006 to meet one-on-one with John Deere Power Systems product engineers.
• Provided editors who made appointments at World of Concrete booth with a complete press kit that included the press release, high-resolution digital photography on a CD, a flyer with graphs and more information about our fuel economy testing, a brochure that explains in detail the technologies John Deere used to meet Tier 3, and a brochure explaining engine emissions in detail.

Results:  Ten editors attended one-on-one appointments with John Deere product engineers at the World of Concrete booth.  Since then, John Deere has received 30 editorial placements specifically related to the best-in-class fuel economy message.

Judges’ Comments:

• Professional job.  Nice use of, strong graphics, gets primary point across.  Nice, clean kit.  Press release should include more specific on performance.

Company Scope and Marketing Objectives:

John Deere Power Systems manufactures 40 to 600 hp engines for use in a variety of off-road applications.  John Deere’s marketing communications programs for the engine division are designed to influence OEM engineers, equipment dealers and end-users to choose John Deere engines in the equipment they manufacture, purchase and rent.

Under $50 million

Press Kits (Under $50 million)
1st place
Stone Construction Equipment Inc.
Honeoye, New York

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Statement of Objectives:
Objective: 

• Introduce the industry publications a new line of Mixers designed specifically for silo applications.
• Reinforce our leadership position with mixers
• Highlight specific key features and benefits of each model in the line.
• Highlight the applications for which the mixers were designed.
• Detail specifications.
• Incorporate and reinforce the “Right Built” product positioning for all Stone products.

Strategies/Tactics:  The press kit was distributed during a press conference at World of Concrete where we also introduced our new “Right Built” positioning for the company and its products.  The kit was also mailed to all industry publications.  Virtually every publication picked a release and several did extended articles on the new Silo Mixers.

The line was introduced in January of 2006 as part of an integrated marketing campaign that included the advertisement, a full line product brochure, a press kit and a press conference.

Judges’ Comments:

• Simple and straightforward.  Press releases clear and show what’s new, different.  Very efficient.  Like that CD contains all info in kit and properly labeled images.

Company Scope and Marketing Objectives:
Stone Construction Equipment, Inc. a 100% employee-owned American company is a leader in design, manufacture and marketing of construction equipment.  Right Built products distributed worldwide include concrete, mortar and silo mixers; hand held compaction equipment; ride-on asphalt and dirt rollers; trench compactors; power trowels; concrete/pavement and masonry block saws; material handling equipment; and concrete vibrators and screeds.

Stone’s marketing efforts are two-fold.  First to promote the “Stone” corporate brand and second to promote the individual product brands.  The marketing challenge is to build continuity between very diverse product brand images while promoting the umbrella brand of “Stone” across a wide variety of marketing vehicles – tradeshow properties, advertising, direct mail, website, brochures, etc.

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