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Case Study | LG ESS | The Millerschin Group
LG ESS

Summary

Develop and implement custom media relations plan.

Results

Media Impressions Value (for first six months of 2017): approximately $200,000

  • Achieved coverage in major energy storage publications (grid-scale, commercial & industrial, and residential)
  • Helped increase awareness and promote expansion of LG Chem ESS business in North America
  • Conducted media interviewing training session for key sales/management personnel

Project

With the growing emphasis of the ESS market in North America, LG Chem ESS has been widely sought after by journalists for stories on the company’s activities

Approach

Boost the prominence of the LG Chem ESS brand by engaging key media to write articles on the company’s key messages, including:

  • LG Chem ESS is a leader in the energy storage marketplace
  • LG Chem ESS is growing its business in North America
  • LG Chem ESS has industry leading lithium-ion battery technology to serve all aspects of the energy storage marketplace

Tactics

  • Developed media relations plan
  • Collaborated with management to develop story ideas/content
  • Prepared and distributed press releases
  • Coordinated and participated in media interviews
  • Conducted thorough media training session, including videotaped role-playing sessions
Case Study | Stanley Engineered Fastening | The Millerschin Group
Stanley Engineered Fastening

Summary

Developed Stanley Engineered Fastening media relations campaign for Global Automotive Lightweight Materials (GALM) conference.

Results

  • Media Impressions Value: Approx. $30,000
  • Arranged six one-on-one media interviews and facility tour
    • Light Metal Age at Global Automotive Lightweight Materials (GALM) conference
    • Five interviews at SEF Troy facility along with tours:
      • WardsAuto, Manufacturing Engineering, Automotive Engineering, AutoBeat Daily, and Automotive News

Project

To emphasize SEF’s self pierce riveting technologies during the Global Automotive Lightweight Materials (GALM) conference and to promote the company’s broad portfolio of fastening solutions

Approach

  • Engage key trade media in helping promote SEF key messages:
    • SEF is a global leader in engineered fastening and joining solutions for automotive applications
    • SEF helps automotive OEMs meet their lightweighting goals through its engineered fastening solutions
    • SEF self-pierce rivets (SPRs) provide multi-material design flexibility that enables the joining of various lightweight materials to help meet fuel economy standards

Tactics

  • Developed media relations plan
  • Prepared Briefing Book for SEF executives that provided key messages and event details
  • Prepared and distributed press release
  • Arranged six one-on-one interviews
  • Provided media interviewing tips
  • Attended all media interviews
  • Tracked and reported on coverage/ROI
Case Study | Mitsubishi Electric | The Millerschin Group
Mitsubishi Electric Automotive

Summary

The Millerschin Group helped to develop a social media program for Mitsubishi Electric

Program Deliverables

  • Designed Facebook page for MEAA Diamond Gard (starters/alternators) to maximize product exposure to customers and public
  • Develop content and editorial schedule for 2-3 times per weekly posts, including copy, video, photos
  • Researched and recommended advertising opportunities to boost posts to increase followers
  • TMG serves as administrator of MEAA Facebook page
Case Study | ISS | The Millerschin Group
Instrument Sales and Service, Inc.

Summary

Created ISS trade show marketing materials for the AAPEX conference.

Results

  • Increased attendance of key customers
  • Increased brand awareness
  • Increased foot traffic to booth

Project

To enhance the presence of ISS at Automotive Aftermarket Products Expo (AAPEX), the premier global event representing the $356 billion global aftermarket auto care industry.

Tactics

  • Created displays, flyer, post card and customer invite to reflect new company branding
  • Prepared, organized and aided in the distribution of post cards and emails to over 2,000 customers
  • Helped to implement marketing strategies to increase customer engagement during expo
Case Study | Lear Corporation | The Millerschin Group
Lear Corporation

Summary

The Millerschin Group increased the visibility of Grand Opening of Detroit Innovation Center event.

Results

Media impressions value: $186,000

  • Attended by 45 members of the media, including trade, business,
  • Detroit-focused, radio and TV
  • Coverage in key publications, including:
    • The Detroit News
    • Detroit Free Press
    • WDIV-TV
    • DBusiness
    • Automotive News/Automotive News TV
    • Crain’s Detroit Business
    • WJR-Radio
    • WardsAuto
    • Michigan Public Radio
    • WWJ-Radio
    • The Wall Street Journal

Tactics

  • Press Conference
  • Media training/Dry run
  • Media Q&A
  • Key messaging
  • Press material – news release
  • Briefing book
  • Scheduled interviews
Case Study | Lear Corporation | The Millerschin Group
Lear Corporation

Summary

The Millerschin Group increased the visibility of Crafted By Lear event.

Results

Media impressions value of more than $100,000

  • Attended by 15 key trade, business and electronic press
  • Garnered more than 25 articles
  • Coverage in key publications, including:
    • The Detroit News
    • WardsAuto
    • Automotive News
    • Automotive News TV
    • Detroit Auto Scene
    • Autoline Daily
    • DBusiness
    • Oakland Press

Tactics

  • Invited to be part of planning and execution team
  • Drafted and finalized key documents, including:
    • Key messages
    • News release
    • Briefing book
    • Q&A
  • Invited and followed up with key media
  • Participated in dry run/rehearsal
  • Participated in event
  • Participated in all one-on-one interviews
  • Tracked and provided comprehensive report on media coverage
Case Study | Martinrea | The Millerschin Group
Martinrea

Summary

Promote, organize, equip and staff official groundbreaking ceremony.

Results

Media impressions value: $24,086

  • Successful groundbreaking ceremony, which included speech by top Martinrea officials, as well as state, city and county representatives
  • Attended by 65 people
  • Letter from State Senator Jim Marleau to Martinrea Executive Chairman Rob Wildeboer congratulating him on the event
  • Attended by seven members of the media
  • Coverage in key publications, including:
    • WardsAuto
    • Detroit Free Press
    • Finanz Nachrichten
    • Oakland Press
    • Crain’s Detroit Business
    • Auburn Hills Developments
    • Motors & Equipment Manufacturers Association
    • Supplier Insight
    • Detroit Auto Scene
    • Michigan Tech News

Project

Promote, organize, equip and staff official groundbreaking ceremony of new Martinrea Technical Center in Auburn Hills, Michigan. The 108,200-sq.-ft. facility, which will combine Martinrea’s sales and engineering offices, is expected to be completed by summer 2017.

Tactics

  • Meet with Martinrea team regularly to discuss status and priorities Craft media outreach plan to inform and build awareness of the ground-breaking ceremony
  • Write and distribute press release
  • Develop press materials-USBs and hard copies of release, agenda, company background
  • Arrange interviews with Crain’s Detroit Business, WardsAuto and AutoBeat Daily
  • Development of Martinrea FAQ sheet
  • Development of signage, invitations and other event collateral
  • Secure necessary infrastructure and equipment to host event, including invitations, tent, chairs, tables, sound system
  • Secure food/drinks
  • Contract photographer and videographer to cover the event
  • Print any badges needed
Case Study | Sparton Media Coverage | The Millerschin Group
Sparton Corporation
Case Study | Sparton Media Coverage | The Millerschin Group

Summary

The Millerschin Group helped enhance the leadership position of Sparton Corp. with positive media coverage on its award-winning medical equipment.

Results

  • Develop news releases on awards
  • Distribute release to key media
  • Contact media to generate coverage
  • Track coverage

Positive coverage in several key medical device and design publications, including:

  • Reuters
  • Mental Health Online
  • Device Space Online
  • Health News & Scoops Online
  • ZAMP Bio News
  • Fox Business
  • TMC Net
  • Trading Markets
  • Yahoo Finance

Project

Promote Sparton’s involvement in producing award-winning medical equipment.

Approach

Generate positive media coverage on Sparton producing two award-winning systems for the medical industry.

Tactics

  1. Producing medical equipment to drive a system that measurescirculating tumor cells (CTCs). It was ranked as the top medical innovation for 2009 at the Cleveland Clinic’s Medical Innovations Summit. The Cleveland Clinic is a leading multi-specialty academic medical center.
  2. Providing project leadership, mechanical and electrical design and coordination of outside development partners for the design of the NeuroStar® TMS Therapy System electromechanical console. The NeuroStar System was named a Medical Design Excellence Award winner in 2009.
Case Study | RheTech Social Media | The Millerschin Group
RheTech Inc.
Case Study | RheTech | The Millerschin Group

Summary

The Millerschin Group helped to develop a social media program for RheTech

Results

Prepare monthly or quarterly reports of social media efforts to measure increase/decrease in activity and define value of program

Projects

Develop a social media program for RheTech

Goals:

  • Use social media programs to promote client awareness, increase exposure and increase traffic to the website
  • Build a social media presence for RheTech
  • Provide greater value to customers/prospects/followers/influencers through social media outlets
  • Build and strengthen relationships with customers/prospects/followers/media
    • Better understand buyers
    • Improve customer service
    • Identify new product ideas
  • Improve search engine rankings
  • Drive traffic to trade show exhibits at events
  • Generate leads
  • Generate sales
  • Keep up to date with industry trends
  • Check out competitors’ activity on social media sites

Approach

Develop and implement a comprehensive program that allows the client to generate greater awareness and revenue through social media, including Facebook, LinkedIn, Twitter, and YouTube.

Tactics

1) Developed goals for social media program

2) Determined appropriate audience for ReTech messages

a. Defined key terms

b. Determined key markets

c. Determined key people/companies/media

3) Research

a. Identified target audiences in various social media sites using targeted social media search engines such as Technorati, Twellow, Alexa, etc.

b. Determined which social media outlets best fit goals and objectives

c. Determined what competitors are doing on social media sites

d. Identified key influencers to follow e. Determined industry trends

4) Develop content

a. Designed graphic layout of social media pages

b. Determined content Determined who will be internal “voice” providing content/responses Topics: Industry, Company, Promotion (70-20-10 approach) Determined frequency of content release Developed social media editorial calendar

5) Maintain content

a. Set timeline and schedule for social media outreach activities

b. Reviewed editorial calendars from trade publications and adjusted social media content to reflect content of publications

c. Monitored activity and adjusted to changes in social media site

6) Measurement

a. Used online services to track impact on web from traffic statistics

b. Evaluated results and implement changes accordingly

c. Tracked all opportunities/leads as a result of social media programs
(ie: LinkedIn – networking connections)

Case Study | Eaton | The Millerschin Group
Eaton Automotive
Case Study | Eaton Supercharger |The Millerschin Group

Summary

The Millerschin Group helped raise awareness of Eaton supercharger technology with a strategic media event.

Results

Media impressions value: $875,000

  • Held Live Drive event at Eaton Proving Grounds in Marshall, Mich.
    • 23 key media test-drove supercharged vehicles
    • Extensive media coverage

Project

Promote Eaton’s Twin Vortices Series® (TVS®) supercharger technology to
drive revenue.

  • Can be used on four cylinder to V8 engines without sacrificing power and performance
  • Forces more air into the engine to boost performance while using less fuel
  • Provides instant response – no lag in acceleration

Approach

  • Developed communications plan to generate awareness for supercharging. Change perceptions
  • Traditionally, superchargers have been associated with high-performance vehicles and drag racing
    • Today automakers are using smaller supercharged engines to improve fuel efficiency and reduce emissions, helping to meet stricter standards
    • Competes with turbochargers
    • NHTSA reports that, with supercharging and turbocharging technology, engines can be downsized roughly 30% to reduce fuel consumption
      by 5% to 7%

Tactics

Media relations, special events, website / blogs, marketing materials, distributor and customer support.

  • Press releases highlighting new customer contracts and milestones
  • Pitch target media (trade, business and powertrain print and electronic media, and aftermarket / enthusiast publications)
  • Planned Live Drive event
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