ATS sought SSPR to help launch their new product, ATS Drive™ to raise brand awareness to their target market during the 2016 Industry Week Manufacturing & Technology Conference & Expo

THE CHALLENGE

In the past, the Advanced Technology Servies marketing team deployed a “shotgun approach” media strategy that consisted of sharing company news with a large, general manufacturing audience. ATS needed SSPR’s help to refine their messaging in order to increase their company relevancy to their 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. SSPR 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 2016 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, SSPR secured ATS as a finalist for the Twitter Best PR Campaign in the 2017 PRNews’ Social Media Awards. Traction from these PR efforts impacted visibility of the ATS brand throughout the entire year.

THE RESULTS

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.

2015 Twitter Metrics

322

Followers

270

Total Engagements

65,633

Impressions

314,086

Users Reached

2016 Twitter Metrics

652

Followers
(+330)

929

Total Engagements
(244% Increase)

132,708

Impressions
(102% Increase)

645,427

Users Reached

2015 LinkedIn Metrics

8692

Followers

1,692

Total Engagements

235,840

Impressions

97,551

Users Reached

2015 LinkedIn Metrics

10,179

Followers
(+1,487)

6,150

Total Engagements
(262% Increase)

664,092

Impressions
(173% Increase)

257,954

Users Reached