Knowing our reputation for strategic communication here at ON, AT Ferrell came to us when it wanted to raise its profile and get the attention of the media. For several years, the company – which specializes in manufacturing material process equipment for size reduction – had no media pick-up and it believed that increased attention would be a cost-effective way to get in front of both existing and new customers.
AT Ferrell’s request would be quite a challenge for the team at ON to tackle. While the company had an impressive history, it actually had nothing to announce that was timely or new. Instead of focusing on products or services, the team at ON felt that it would be the company’s true American success story that would have timeless appeal to reporters.
At our recommendation, AT Ferrell hosted its first open house at its headquarters to celebrate 143 years in America’s heartland. Customers, strategic partners, and reporters were all invited to meet with key executives and tour the facility. The company also used it as an opportunity to recognize the dedication of its staff by hosting events during the day that were just for them. A series of community news articles were also created to promote AT Ferrell’s rich history as well as the products that it offers today.
ON’s recommendation to use the untraditional milestone of 143 years as the basis for a PR program proved to be a successful strategy for AT Ferrell. The event itself was well-received by everyone who attended, which allowed the company to make important connections with customers. The local Mayor even named it “AT Ferrell Day”. And the news coverage that was netted – more than 93 news outlets covered the story – resulted in increased business that pushed the company’s operations to capacity.