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

OVER TWO YEARS, THE PLAN GENERATED
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

IN A HIGHLY COMPETITIVE INDUSTRY,
RHEEM WAS ABLE TO INCREASE ITS
MARKETSHARE BY 1 PERCENT.