Client: Werner Ladders

WORK PERFORMED

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

Situation

As Werner Ladder’s PR Agency of Record for North America since Jan. 2012, our strategy has been to position Werner Ladders as innovative leaders and drive the narratives for their key brands. We also do creative work on a project basis, including TV commercials, video and digital content to support internal team capabilities. We have also 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 Werner Ladders (largest ladder manufacturer in the world) proactively with national media, trade, bloggers and influencers. Ongoing activity includes:

  • Develop compelling content that positions Werner Ladders spokespeople as industry experts, thought leaders and trend setters – editorial, contributed content, bylines, awards
  • Lead communications strategy for acquisitions
  • Lead narrative around safety initiative–comes to life through key programs, editorial, testimonials, awards
  • Drive content strategy to maximize media exposure
  • Leverage NCAA sponsorship to tell stores 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

 

2017 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
Media Coverage

Creative-TV


Product Placement

Hispanic Media Plan, Buy & Creative in LA, Vegas, San Diego & Phoenix Markets. OOH, YouTube, Pandora, Radio & websites

FacebookLinkedInTwitter

Tropical Smoothie Cafe

TV/Video | Design | Consumer Goods
View Project

Kontrol Freek

Branding | TV/Video | Consumer Goods
View Project

Vibe Kayaks + Coolers

Social Media | Print | Outdoor & Sport
View Project

Beauflor

Branding | Building & Homes
View Project

Atlas Roofing

Branding | Building & Homes
View Project