CASE STUDY: Digital Press Kit Solidifies Media Engagement for Manufacturer

THE CHALLENGE

Euclid Chemical, a global leader in the concrete and masonry industry, has a rich history of manufacturing and supplying high-quality specialty products for the construction sector. As a frequent participant at industry trade shows, Euclid Chemical was looking for a way to centralize its news resources, highlight its subject matter experts and foster more proactive, long-term relationships with media who attended these events. The goal was to create a robust, accessible resource that would help increase media exposure and ensure a deeper connection with the media year-round.

THE SOLUTION

To address these challenges, Euclid Chemical partnered with Roopco, its communications agency of record, to develop a digital press kit that would serve as a centralized, easy-to-update platform for media outreach. Our team leveraged its own experience and also conducted competitive research into industry leaders with digital press kits, analyzing how they presented their resources and which content effectively generated media interest.

Drawing from these insights, Roopco developed a branded digital press kit, allowing Euclid Chemical to quickly update and customize the kit for each trade show. This digital press kit featured a wide array of materials that would appeal to the media, including:

• Company overview to introduce Euclid Chemical and its product offerings;
• Recent company news to keep media up to date on the latest developments;
• Marketing collateral and case studies to demonstrate how the company’s products were solving problems for customers within the concrete and masonry industry;
• SME bio sheets to spotlight the expertise of Euclid Chemical’s subject matter experts, making it easier for journalists to connect with the right people for their stories;
• Multimedia assets such as videos, images and logos; and
• Relevant media placements that positioned Euclid Chemical as an industry thought leader.

Roopco ensured the digital press kit was highly interactive and visually appealing, creating a seamless experience for the media. The content was curated to be both informative and engaging, making it a go-to resource for journalists preparing for upcoming trade shows or looking for expert sources.

To boost visibility, Roopco implemented an ongoing media outreach strategy that included sharing the digital press kit ahead of trade shows, as well as promoting it through targeted emails and follow-ups. A custom QR code linking directly to the digital press kit was also placed at Euclid Chemical’s trade show booth to capture the attention of attendees, driving traffic to the kit during the events.

THE RESULTS

Since its launch, the digital press kit has yielded impactful results for Euclid Chemical:

• Engagement Rates: The digital press kit has achieved an average engagement rate of more than 20%. This indicates a strong level of interest and engagement from the media during each trade show event.
• Email Outreach: Euclid Chemical’s targeted email campaigns saw impressive open rates ranging from 45-60%, with an average click-through rate of 18%. These high rates reflect how well the media has received the press kit and its content.
• Earned Media: Euclid Chemical has secured ongoing bylined articles in prominent industry publications like On-Site Magazine, Concrete Contractor and Waste Advantage. These placements have helped position its experts as thought leaders in the industry, directly resulting from the targeted outreach efforts driven by the digital press kit.
• Increased Visibility: Beyond earned media placements, the digital press kit has significantly increased visibility for Euclid Chemical’s subject matter experts. The outreach for interviews, bylined articles and other media opportunities has noticeably increased, which has helped reinforce the company’s leadership in the concrete and masonry field.

The digital press kit has strengthened Euclid Chemical’s relationships with key media outlets and proven to be a valuable tool for enhancing the company’s overall media strategy. Its continued success highlights the importance of providing journalists with easy-to-access, high-quality content that helps tell a compelling story about a company’s expertise, products and industry contributions.

To explore Euclid Chemical’s digital press kit, visit: www.euclidchemicalpresskit.com