Case Study: Media Relations Strategy for Global Company in Processing Industry
Media Relations Strategy Leads Global Company to Exceed Financial Forecast
Eriez
Challenge:
Headquartered in Erie, Pa., Eriez is a global leader in manufacturing separation, metal detection and material handling equipment for processing industries. Despite its industry expertise, robust product offerings and global footprint, Eriez faced a significant downturn in business. The company enlisted Stevens Strategic Communications (SSC), a division of Roop & Co., to produce a high volume of significant media coverage over a six- to nine-month period.
Solution:
SSC developed a media relations program that included active media pitching, interviews with subject matter experts and bylined article placements, supported by strategic planning, research and content creation. Through its media relations efforts, Stevens Strategic targeted several of Eriez’s key markets, including coal mining, down recycling, food and metalworking. For instance, the agency promoted rebuilding equipment instead of buying new to the coal mining industry, while it introduced the down recycling industry to a metal loss monitor that showed scrap yards how to recycle high-value landfill waste.
Results:
As a result of this media relations program, Eriez earned media coverage in more than 2,000 targeted publications, as well as several coveted front-page features—producing more than 50 million impressions for the business. In addition, Eriez saw a heavy volume of interest in its products and services across its France and Germany markets. Ultimately, the media relations program transformed a projected down year into a highly successful one that met or even exceeded Eriez’s month-to-month forecasts.