Planned, Coordinate PR Campaign Drives 500% Increase in Sales Leads, Helps Company Shatter Sales Records

Precision AirConvey manufactures systems and equipment to automate the removal of paper, plastic and other waste from printing presses, converting equipment and plastic machinery. When sales were sluggish during the depths of the 2001-2002 downturn, layoffs appeared imminent and competitors were throwing in the towel. But Precision AirConvey executives invested heavily in new product development. Several of these new products were ready for launch as the economy improved in 2003 and into 2004. To capitalize on this opportunity for market domination and begin recouping the R&D investment without the benefit of any advertising budget, epr recommended launching a high profile PR program designed to:

epr developed a database of more than 100 targeted trade magazines and business publications whose editors would be interested in the company’s news –and whose readers would be interested in the company’s products and equipment. Featuring a consistent, planned program of news releases and feature articles, the campaign introduced new products, revealed case study successes, unveiled new literature and highlighted new applications. To help shape news release concepts and determine ideal release dates, epr scoured the editorial calendars of each of the 100+ publications. Driven by an aggressive yet subtle media relations effort, this coordinated PR campaign increased qualified sales leads by more than 500%, according to Precision AirConvey, en route to helping the company shatter its monthly and annual sales records.

“epr has done a remarkable job and increased our sales leads by 500% over the previous year, most of which came from news releases featured in trade publications. We couldn’t be more pleased with the quality of [the] work.” - Chris Lavelle, Precision AirConvey