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Project: E-ONE demo inventory
Objective: Work to eliminate $25 million in excess inventory
before calendar year 2006. This campaign focused on three key messages:
- Value
- Immediate delivery of units
- Included price points
Results:
Created a public relations piece that focused on real world rescues and
user testimonials. In 60-days, the newsletter ran in Firehouse, Fire Engineering,
Fire Chief and Fire Apparatus and helped generate nearly $3m in sales,
or $800K in gross profit. Return on marketing investment = $11. Sales
directly and indirectly attributed to newsletter were:
| Customer |
Shop Order
# |
Direct/Indirect |
Notes: |
| Clermont, FL |
128768 |
Indirect Correlation |
Dealer previously
working |
| Cornwell Hts.,
PA |
129969 |
Direct Correlation |
Not on dealer
radar screen - web site hit |
| Wyndmore, PA |
127684 |
Indirect Correlation |
On dealer radar,
but expedited to Dec. 05 |
| Sellersville,
PA |
129166 |
Indirect Correlation |
On dealer radar
for Q1-06, but expedited to Dec. 05 |
| New Buffalo
City, MI |
129163 |
Indirect Correlation |
On dealer radar,
but newsletter price made purchase |
| Mayfield Village,
OH |
131395 |
Direct Correlation |
Not on dealer
radar screen - web site hit |
Project: E-ONE Travel Channel "Made in America" episode
Objective: How do you work in the community and industry to change
negative public perceptions about your company?
Results: Work to attract producers of the popular series "Made
in America" television show to film how your company builds fire
trucks. Drawing producers to Ocala took four months to solidify, but was
well worth the wait. The event was covered by local and national media
and is still discussed as a high point in the company's history. The eight
minute feature aired during the 2006 season and is currently airing in
re-runs on Travel Channel. The episode is currently airing in re-runs
on the Travel Channel (http://travel.discovery.com/fansites/jrmia/goods/season3/eone.html).
These kinds of free exposures have a shelf-life of years past the initial
airing. Responsibilities included managing story boards with the production
company, researching E-ONE company history and providing talking points
for E-ONE's president.
Project: E-ONE Union Movement
Objective: When a weak incentive program is combined with low
employee morale, these ingredients can create trouble for public relations
practitioners as it did in Ocala. So, how does a company communicate the
employee’s desire to unionize, while at the same time taking a stand against
the union?
Results: Previous administrations had been hammered by the media
for not inviting the press to openly discuss prior movements. Our ability
to position the story before it broke was key to creating neutral coverage.
After much effort, the union campaign ultimately failed.
Project: Revenue Generator newsletter
Objective: This quarterly newsletter was created to meet the
need of industry professionals searching to improve their sales skills
and to learn about new products.
Results: Editorial content focuses on products, often featuring
Dealer and salesmen interviews. All major trade publications fail to recognize
that sales professionals serve as a primary "gatekeeper" of
information for fire departments. This e-newsletter is sent to 1300+ individuals
and has an average readership of around 700. Manage design, copy writing,
printing/distribution (for tradeshow issues) and conducting all interviews.
Project: Children's Home Society - Dozer Day
Objective: Create excitement for parents and children in Marion
County to attend one-day event to operate heavy machinery in a play ground
setting.
Results: The second annual Dozer Day was a significant success.
By partnering with local media outlets, Revenue Generator built an integrated
campaign consisting of 82
radio spots(audio-mp3), 23 television spots, 15 billboards
and 256,000 fast food fliers = $240,000 in free publicity. The event increased
profits by 46% year over year.
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