Latin American Campaign Client: JLG Industries Inc.
 

CASE STUDY

JLG Industries Inc. Latin American Campaign

 
CHALLENGE

JLG Industries, Inc. needed to generate brand awareness for the world’s largest lifts—used in the construction industry.  JLG is one of the world’s leading designers and manufacturers of construction lifting and access equipment.  JLG wanted to increase their presence in Latin America. The agency conducts an ongoing multi-pronged approach to the PR, Marketing and Advertising in Latin America.  One example of a media relations strategy was to make a big announcement surrounding the purchase of one of JLG’s newest lift products at an important port in Mexico, the Port of Altamira. The port was a key JLG customer.

STRATEGY

The Conroy Martinez Group leveraged our Latin American media contacts to create a very successful public relations and publicity opportunity for JLG throughout Latin America. We reach out to all the important editors in the key countries that JLG has a presence—Mexico, Brazil, Argentina and throughout Latin America-- introducing JLG to their publications one on one. We participate in key trade shows throughout the region, maximizing the media efforts; investigate advertorial and advertising opportunities; write and distribute a newsletter with the latest products and services and distribute throughout the region; and leave no stone unturned in this important region.  All efforts are consistently focused on positioning JLG as a leader in the industry by showcasing all new products and services they offer in the region.

RESULTS

The client has continually been happy with the media coverage, with almost half a million reach each year.  For just one media event launching a new product, Conroy Martinez Group secured a total of 26 media placements with an estimated audience reach of over 450,000.  JLG Industries was featured on the cover with a two-page story in “La Red De Altamira,” the main daily newspaper in Altamira.  JLG was also published in the top three Latin American regional trade publications.  Additional media coverage was also secured in daily newspapers in Tamaulipas, Mexico.  The story was also featured across a variety of online publications and social media.

Throughout the region, the agency continues to find new opportunities and expand the reach and positioning of JLG throughout Latin America.