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Shifting Perception - From Commodity to Specialty
CHALLENGE
With continued consolidation of the marketplace, Ventura Transfer Company (VTC), the pioneer of bulk handling and transportation in California, was no longer being considered a “value added” service, but a “costly” link instead. The perception of their service-offer was moving toward a commodity rather than a specialty. Ventura Transfer Company wanted to utilize public relations to shift perception by gaining editorial coverage educating their market, and positioning VTC as a “solutions provider” in the transloading and storage service sector. They also needed to build company awareness and gain credibility within their market.
SOLUTION
To create awareness of VTC, Grabiner/Hall’s (G/H) public relations team spearheaded a re-branding initiative, which included, a public relations strategy including monthly outreach, a bold new corporate logo, fleet graphics, uniforms, print materials, and a website. G/H worked with VTC to secure industry-specific success stories that accredited VTC’s expertise. Once top trade publications were identified, they were then prioritized from most influential to least. G/H then began to develop stories that were newsworthy, and focused on VTC customer pain pointsThe editorial placements successfully communicate VTC’s ability to solve transloading, transportation, and logistics problems enabling increased productivity for their clients.
RESULTS
G/H was able to secure nine key editorial placements, and multiple news announcements on and off line. The publications include Transport Topics, Los Angeles Business Journal, Daily Breeze, Hazardous Cargo Bulletin, Bulk Distributor, Petroleo Internacional, Material Handling Management, Logistics Today, and Inbound Logistics. In addition, Coverage provided VTC more than $100,000 worth of editorial space read by more than 350,000 readers. For more information on VTC, please visit http://www.venturatransfer.com.
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