WORK PERFORMED

/Public Relations (PR)
/TV Commercials & Video
/Creative-Digital Assets
/Hispanic Market Advertising

Situation

As the PR agency for North America since Jan. 2012, our strategy has been to position WernerCo as an innovative leader and drive the narrative for their key brands–Werner Ladders, KNAACK and WeatherGuard. We also do creative work on a project basis, including TV commercials, video and digital content to support internal team capabilities. We have executed and planned targeted media buys to drive traffic to national retailers and distributors.

Approach

We work as a strategic and hands-on partner to position the company and its key brands (largest ladder manufacturer in the world) proactively with national media, trade, bloggers and influencers. Ongoing activity includes:

• Develop compelling content that positions spokespeople as industry experts, thought leaders and trend setters – editorial, contributed content, bylines, awards
• Lead narrative around key initiatives–comes to life through key programs, editorial, testimonials, awards
• Drive content strategy to maximize media exposure
• Leverage NCAA sponsorship to tell stories that connect consumers with the brand
• Introduce 10-15 new products each year
• Serve in an integrated communications role to ensure consistent messaging and approach across marketing channels

2018 Example Results

• More than [proprietary] stories, [proprietary] billion impressions and media value of $[proprietary] million
• Werner dominated coverage over its competitors
• Influential media coverage from the New York Times, Wirecutter, Family Handyman, MSN, This Old House, the Boston Sunday Globe, Real Simple
• Earned media coverage from NCAA sponsorship, including placements in the New York Times, USA Today, New York Post, Sports Illustrated
• Messaging around safety was seen in 20% of all coverage
• Product and brand inclusion during seasonal moments in time including Mother’s/Father’s Day gift guides, National Safety Month, National Preparedness Day, Holiday’s, etc