SelecTech is a leader in the manufacture of innovative flooring products with long-term value and immediate benefits. Those products include ESD flooring to mitigate the impact of static electricity, and commercial flooring tailored toward labs and cleanrooms. It’s interlocking product can be installed over existing flooring with little or no floor prep. This dramatically reduces downtime.
Marketing challenge:
SelecTech has a strong presence in the ESD market. Not so much in the lab market. Part of our task was to find PR opportunities to promote SelecTech products as a flooring solution for labs and cleanrooms.
Strategy
Issue series of press releases touting lab or cleanroom installations and SelecTech’s participation in lab-related associations like Scientific Equipment & Furniture Association. Each press release included a list of feature story angles and an offer to contribute bylined articles on those angles. That resulted in bylined article opportunities like the following:
Coverage appeared in industry publications read by SelecTech’s target audiences, including lab managers, healthcare professionals, architects, and construction decision-makers.
Earned media coverage provided third-party credibility that supported SelecTech’s SEO initiatives and pay-per-click campaigns. Prospective customers searching online found more than advertising and promotional materials. They discovered independent coverage that positioned SelecTech as a subject matter expert.
Repurposing – The articles and media placements also generated valuable content for SelecTech’s social media channels and email marketing efforts. SelecTech publishes both an ESD newsletter and a laboratory-focused newsletter twice per month, creating ongoing opportunities to share and repurpose insights from earned media coverage
Conclusion
Following this program, SelecTech continues to make progress in the lab and cleanroom industry. SelecTech President Thomas Ricciardelli chairs flooring committees for the ESD Association and SEFA. These committees are drafting testing standards for flooring in healthcare and lab settings respectively. The PR campaign undertaken by PR Works has been a contributing factor to developing SelecTech’s reputation as a subject matter expert.
“PR Works gives us a consistent professional face to the public with original content that we use for our website, blogs, email campaigns and press releases. This has helped us build both a strong brand as well as a strong internet presence, which in turn helps drive sales and profits.”
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