CLIENT
RHEEM
STRATEGIC PLANNING
BACKGROUND
Rheem has been a manufacturer of quality HVAC products for decades
Rheem had never utilized PR in a strategic manner
Rheem was missing opportunities to gain exposure for its brand in media outlets
Contractors were not aware of the company’s innovative spirit and the numerous products and services that could benefit them
CHALLENGE
To develop a strategic PR program that could promote all the important news and innovative thinking coming from Rheem
To convince key Rheem employees that participating in PR opportunities would benefit the company and the brand
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.