Case Study: Media Relations for Concrete Products Manufacturer

Based in Cleveland, Euclid Chemical is a leading manufacturer of concrete and masonry construction products with operations worldwide. Despite its deep industry expertise, product innovations and global footprint, media coverage for the business was infrequent and sporadic. 

Euclid Chemical sought to develop a strategic media relations program that would build greater brand awareness for the business, enhance its reputation as a thought leader in the industry, and ultimately increase sales for its products and services. 

Euclid Chemical enlisted Roop & Co. to develop and manage a media relations program that included active media pitching and bylined article placements, supported by strategic planning, research and content creation. This plan leverages new product innovations, industry trends, major projects, trade show involvement and other company announcements. 

As a foundation for this media strategy, Roop & Co. developed a targeted media list that focuses on trade and local business media outlets. Our team then leveraged key industry trends, editorial calendars and Euclid’s newsworthy activities in order to identify media opportunities, develop pitch materials and land consistent media placements for the business. In addition, Roop & Co. proactively tracked and reported on all earned media coverage. 

Results:

This strategic media relations program has resulted in regular placements across national, local and industry trade publications, such as Business Insider, Crain’s Cleveland Business, Concrete Décor, Construction Global, Concrete Contractor and Concrete Products. As a result, Euclid Chemical has gained media exposure by an audience of more than 240 million online readers, thereby significantly increasing its brand awareness and thought leadership.