
CLIENT
RHEEM
STRATEGIC PLANNING
BACKGROUND
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Rheem has been a manufacturer of quality HVAC products for decades
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Rheem had never utilized PR in a strategic manner
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Rheem was missing opportunities to gain exposure for its brand in media outlets
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Contractors were not aware of the company’s innovative spirit and the numerous products and services that could benefit them

CHALLENGE
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To develop a strategic PR program that could promote all the important news and innovative thinking coming from Rheem
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To convince key Rheem employees that participating in PR opportunities would benefit the company and the brand
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To raise awareness of the brand among HVAC contractors and position Rheem as progressive and innovative
2.5 MILLION MEDIA IMPRESSIONS
AND AN EDITORIAL VALUE ESTIMATED
AT MORE THAN $250,000.
STRATEGY &
EXECUTION
Spaulding Communications worked with Rheem over several months to develop a long-term strategic PR plan. The plan tied the following elements together:
- Company Goals
- PR Objectives
- PR Strategy
- Key Audience Messages
- Key Products and Services to Publicize
- Key Rheem Thought-Leaders to Leverage and Promote
- PR Activity Timeline
- PR Measurement Goals

RESULTS
After developing and executing to the plan for two years, the following results were achieved:
- More positive media coverage than the company had ever experienced
- More than 2.5 million media impressions via hundreds of “feature” stories
- More than $250,000 in estimated editorial value
- Increased contractor awareness and brand receptiveness
- Increased PR involvement by Rheem leadership and employees
- Rheem brand perceived as more innovative and progressive
- Company increased marketshare by nearly 1 percent
- Plan template used when HVAC and Water Heater Division merged
RHEEM WAS ABLE TO INCREASE ITS
MARKETSHARE BY 1 PERCENT.