Case Study: Pro-Line

Challenge

As a leading producer of ergonomic workbenches, Pro-Line had established a solid reputation for quality and innovation. With no real PR effort to speak of, however, the company was toiling in the background as a well-kept industry secret – this despite the fact that the company not only offered better products but a higher level of service than its primary competitors.

Approach

We began with a heavily product-oriented strategy, sending out press releases and photos for some of the company’s flagship products that had never been adequately publicized. Once this program was in full force, we augmented it with case studies to show the tangible benefits of working with Pro-Line’s products. This was augmented by a trade show PR program, which included one-on-one interviews with influential industry editors and reporters. Lastly, coverage in local business publications was generated to ensure that Pro-Line was capturing its fair share of business right in its own backyard.

Results

Scores of product placements were achieved in all of the relevant industrial publications; leads from this coverage were generated both from reader response cards and through the company’s Web site listed in the placements. Case studies were published in several high-profile trade publications, which are being used as highly effective sales tools by the company’s sales force. And interviews with editors have not only produced additional media coverage, they have also helped forge relationships which have resulted in these editors contacting Pro-Line on a more proactive basis.

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