Product Literature

Over $50 million

Product Literature (Over $50 million)
1st place
Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Marketing Communications
Naperville, Illinois

(Click for larger image)

Statement of Objectives:
Target Audience:  In launching the new H-Series, the primary audiences targeted were quarry/aggregate operators, heavy construction contractors and general construction contractors.  Quarry/Aggregate operators professionally manage large scale operations that involve mining rock, stone, sand, gravel, mineral and other aggregates.  Heavy construction involves earthmoving, building roads, highways, bridges and commercial/municipal buildings.  General construction includes smaller sized operations such as building sub-divisions and light commercial work.

Objective:  The objective was to position Caterpillar as having the best return on wheel loader investment across a fiercely competitive market.  With the competition making a recent push to take market share form Cat Medium Wheel Loaders, the strong creative strategy of MOVE MORE. MAKE MORE. was developed.  It positioned the new H-Series Cat Wheel Loaders as having the best return on investment which was identified in customer research as being believable, meaningful and unique to Caterpillar.  The brochure focuses on important features identified by contractors in research such as productivity, fuel economy, comfort, parts availability and resale.

Strategies/Tactics:  The brochure is complementary to the ad series using the same strong and powerful approach.  Dramatic working shots create an image of leadership and productivity.  They depict everyday operations communicating that Caterpillar understands and addresses the daily demands of its customers.  Each page of the brochure features product benefits important to the audiences again reinforcing the campaign tagline.  MOVE MORE.  MAKE MORE.

Results:  Since the campaign launched in 4Q05, the campaign strategy has helped achieve specified, market share goals identified by Caterpillar.

Judges’ Comments:

• Contemporary cover, powerful format.  Leaves no questions for buyer.  Clear, meaningful objective, target audience reflects detail. 

Company Scope and Marketing Objectives:
Caterpillar is the world’s leading manufacturer of earthmoving equipment.  The goal of our marketing communications campaign was to introduce Cat H-Series Wheel Loaders and successfully position the machines as empowering contractors/quarries to “Move More. Make More.”.

Product Literature (Over $50 million)
2nd place
Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Marketing Communications
Naperville, Illinois

(Click for larger image)

Statement of Objectives:
Target Audience:  In launching the new E-Series Backhoes, Caterpillar needed to differentiate itself from the competition.  The primary audience is smaller sized contractors, including owner/operators involved in residential construction and sewer/water work.

Objective:  The objective was to launch the new Cat E-Series Backhoe Loader.  The backhoe loader market is fiercely competitive.  Recent research revealed that there is growing parity among backhoe leader brands.  Three major brands are virtually deadlocked for the lead and several other good brands are challenging the leaders.

Strategies/Tactics:  The “Work at the Next Level” campaign was strategically developed to create a differentiating, best-in-class message for the new E-Series machines that entices the audience to want to see it for themselves.  The brochure focuses on important features of the new E-Series such as operator comfort, power, productivity, fuel economy and versatility.

The brochure is complementary to the ad series using the same competitive approach.  Dramatic working shots were used to attract attention and create a powerful image of leadership. Similar to the ads, the brochure uses aggressive, competitive copy offering direct benefits.  To depict the versatility of Cat Backhoe Loaders, inset photos were used throughout the brochure showing Cat Backhoes with Cat Work Tools.

Results:  Prior to the campaign, an independent survey showed Caterpillar was tied for the lead in unaided awareness and slightly ahead of the third-place Cat Backhoe Loaders all alone as #1 in unaided awareness and #1 in top-of-mind awareness.

Judges’ Comments:

• Dramatic photos.  Bold, clean look with pocket for sheets.  Tie-in to the print advertising exceptional. 

Company Scope and Marketing Objectives:
Caterpillar is the world’s leading manufacturer of earthmoving equipment.  The goal of this marketing communications campaign was to introduce Cat E-Series Backhoe Loaders and empower contractors to “Work at the Next Level” by focusing on messages deemed most important to contractors, based on research.

Product Literature (Over $50 million)
3rd place
Manitowoc Crane CARE
Shady Grove, Pennsylvania
With
Imaginasium Inc.
Green Bay, Wisconsin

(Click for larger image)

Statement of Objectives:
Target Audience:  Crane distributors and customers worldwide.  Any crane owner, no matter the brand or product, around the world.

Objective:  Manitowoc Crane CARE provides full support on all Manitowoc Crane Group (MCG) products for life on all MCG brands worldwide.  The objective of the brochure is to tell the global story of the organization and communicate the message that Crane CARE is about more than fixing cranes.

Strategies/Tactics:  Create a communications vehicle that balances the Manitowoc Crane CARE brand (driven, innovative, committed, smart) with their primary differentiating factor (full support of the MCG product for life).

Results:  The brochure as been translated into seven languages in addition to English and has been reprinted three times in just over nine months.  Demand for the piece has been strong at dealer open houses, special events, and industry trade shows.

Judges’ Comments:

• Very good execution, well organized, looking, consistent in copy tone and design.  True global piece, nice reflection of diversity throughout.

Company Scope and Marketing Objectives:
Manitowoc Crane CARE is a global customer support organization responsible for distributor and customer support.  The organization is a key segment of the Manitowoc Crane Group and is responsible to provide these services: Parts, Service and Technical Support, Technical Publications, Training and EnCORE (our branded rebuild, repair, remanufacture and exchange program).

Our goal is to communicate to all Manitowoc Crane Group customers that we back all our products with support no matter where they are located and operated.  The brochure was developed to communicate and reinforce our company commitment to Superior Customer Support.

Under $50 million

Product Literature (Under $50 million)
1st place
Safway Services Inc.
Waukesha, Wisconsin

(Click for larger image)

Statement of Objectives:
The attached is a Safway Marketing brochure, with emphasis on structural restorations, targeted towards contractors.  Designed as a showcase print piece of a specific Safway restoration project, which is in progress on a high profile historic city landmark, it can be used as a marketing tool by Safway branch managers of multiple Safway products and services offered.

Judges’ Comments:

• Good use of photos, effective use of black and white.  Well done and impressive.

Company Scope and Marketing Objectives:

• Not provided

Product Literature (Under $50 million)
2nd place
Power Pavers
Salisbury, North Carolina

(Click for larger image)

Statement of Objectives:
Target Audience:  The target audience is concrete paving companies throughout the world.

Objective:  The objective of this Product Literature for Power Pavers, Inc., is to complement six individual Product Sheets for products in the company line, as well as the print advertising.  This Product Literature is based on the same color scheme and design as the original six individual pieces and the print ads.

Strategies/Tactics:  I am enclosing the six individual pieces.  Please note that they were produced prior to the deadline for this contest and are not party of the entry.  The entry is an addition to those pieces, produced to show the full line of products and to strengthen the company line.

The Product Literature is being used to strengthen the company’s presence in the concrete paving market, especially with contractors who do not know the brand.  Power Pavers, Inc. is a new player in the market, having been in the business less than five years.

Judges’ Comments:

• Consistent design and color presentation, nice layout, straightforward.

Company Scope and Marketing Objectives:
Power Curbers, of Salisbury, North Carolina, is a 54-year-old manufacturer of concrete slipform machinery for curb-and-gutter and highway safety barrier applications, with machinery sold worldwide.  In 2001, Power Curbers established Power Pavers, Inc., of Cedar Falls, Iowa, a manufacturer of concrete slipform equipment for paving roads and airports, as well as form pavers, texture cure equipment and placer spreaders.

The overall marketing goal is to increase sales through a bigger product line, using the brand awareness of the 54-year-old curb machinery company to build recognition for the new paving company.  

Product Literature (Under $50 million)
3rd place
Atlas Copco
Westfield, Massachusetts
With
The Promersberger Company
Fargo, North Dakota

(Click for larger image)

Statement of Objectives:

Objective:  The structure of a company can have a big impact on its actual business operations.  By having self-sustaining divisions that each focus on specific product lines, it can be much easier for personnel to become experts on the equipment, and therefore sell it more effectively.  But it also poses a challenge when two divisions have the same audience.

Atlas Copco is one such company, which found itself in need of a tool to help cross-sell product during joint ventures between its Construction Tools and Compressors divisions.

The solution was this brochure, which provides a thorough introduction of each division’s product line to the target audience, rental center owners/managers.

This gives Atlas Copco salespeople a readily available, sharp-looking literature tool to help explain what each division can do – and how the two can work together – for the customer in terms of productivity, service and long-term support.

The brochure has effectively positioned the two Atlas Copco divisions together and has received strong feedback from sales representatives who’ve had an opportunity to utilize it.

Judges’ Comments:

• Very nice, fresh contemporary feel built on tradition, overall quality look, all about focus.

Company Scope and Marketing Objectives:

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