CASE STUDY: Media Relations Program Amplifies Manufacturer’s Global Brand Recognition

THE CHALLENGE

Eriez, a global leader in separation technologies, has long enjoyed a strong presence in the U.S.—its largest market. To solidify its position on a global scale, Eriez needed to elevate its presence beyond U.S. borders and expand its influence in key international markets. The company turned to Roopco, its communications agency of record, with a clear goal: maximize trade media coverage globally, increase Eriez’s share of voice among competitors and establish a consistent international media presence.

THE SOLUTION

Roopco developed a comprehensive media relations strategy focused on amplifying Eriez’s global brand recognition. Our team began by identifying and compiling a list of key trade publications in industries where Eriez operates, including U.S., Canadian and international markets.

With the media list in place, Roopco executed targeted media outreach through personalized introductions, relationship building and securing editorial calendars for strategic content placement. In addition, our team refreshed Eriez’s existing library of press materials, such as news announcements, bylined articles and case studies, to ensure relevance for trade audiences worldwide.

Close coordination with Eriez’s U.S. and European marketing teams helped align PR efforts with business goals and regional priorities. Roopco tailored media pitches and news releases for key international markets and industry sectors where it could further boost Eriez’s share of voice.

THE RESULTS

Over the course of a year, our media relations program exceeded Eriez’s expectations, positioning the company for record-breaking media coverage. Eriez saw a nearly 72% increase in total trade media placements. International media coverage, which grew by 23.4%, accounted for 55.3% of total media coverage—a nearly 16% rise from the prior year. Eriez also saw significant gains for its share of voice in two major industries, with a 58.2% rise in the heavy industry and a 54.3% rise in the mining industry.

Overall, the program significantly boosted Eriez’s share of voice in key industry sectors and helped the company expand global brand awareness, outpacing competitors in critical markets worldwide.