- Case Study -
Advanced Technology Services
ATS sought Next PR to help launch its new product, ATS Drive™ to raise brand awareness to its target market during the Industry Week Manufacturing & Technology Conference & Expo.
In the past, the Advanced Technology Services' (ATS) marketing team deployed a “shotgun approach” media strategy that consisted of sharing company news with a large, general manufacturing audience. ATS needed Next PR's help to refine its messaging to increase its company relevancy to its potential customers in trade publications and at trade shows.
HOW WE GOT THERE
Timing the Drive™ launch during the event was pivotal in the success of the campaign. Next PR created messaging relevant to storeroom managers and other similar industry titles who work within the four program pillars: Storeroom Management, Inventory Management, Repairable Parts Management and Supply Chain/Procurement. The media relations team crafted a press release announcement for the ATS Drive™ launch, highlighting the benefits of the new product. They leveraged this release to secure thought-leadership bylined articles in key trade publications surrounding the Industry Week Manufacturing & Technology Conference & Expo.
During the event, the social media team enacted an aggressive engagement strategy aimed at potential customers, keynote speakers, exhibitors and Industry Week reporters. In addition to growing brand awareness, this strategy helped establish and strengthen relationships with members of the media and manufacturing influencers.
As a result of this campaign strategy, Next PR secured ATS as a finalist for the Twitter Best PR Campaign in PRNews’ Social Media Awards. Traction from these PR efforts impacted visibility of the ATS brand throughout the entire year.
Increase in Twitter Engagements
Increase in LinkedIn Engagements
Social content from the show was featured in two separate Industry Week event recaps. In addition, the media team secured coverage specifically highlighting ATS Drive in Industry Week.