Strategic PR gets at heart of industrial pumps

Most of us don't think too much about industrial pumps, but many things we take for granted wouldn't be possible without them.

Client: ITT Goulds Pumps (Seneca Falls, NY)
Agency: Roberts Communications (Rochester, NY)
Campaign: Pump Appreciation Day
Duration: November 2012 - April 2013
Budget: about $130,000

Most of us don't think too much about industrial pumps, but many things we take for granted wouldn't be possible without them.

“When ITT spun off into three companies in 2011 we wanted a program to reinforce the Gould Pumps brand as the leading supplier of industrial pumps,” explains Margaret Gan, director of communications for ITT's industrial process business.

AOR Roberts Communications came up with the idea to hold an annual worldwide Pump Appreciation Day starting in April 2012.

Efforts around this year's April 9 observance aimed to deepen engagement with international audiences. Multiple elements, including a Heart of Industry Award and a Pulse of Industry Honor Roll, throughout the year are tied to Pump Appreciation Day.

Strategy
A website (pumpappreciationday.com), an online quiz, an employee photo contest, media relations, and LinkedIn posts drove engagement.

Given that pumps serve the same role in industry as the heart serves in the human body, the company donated $25,000 to the Emergency Cardiovascular Care (ECC) Program sponsored by the American Heart Association and its partners. 

“[ECC is] a global program...and we wanted to support heart health and engage customers and distributors in communities around the world,” notes Anthony D'Angelo, senior manager of communications for ITT's industrial process business.

Tactics
An “expert challenge” element was added to this year's "World of Pumps Quiz.” Two questions (one basic question and one expert question) were posted on worldofpumpsquiz.com every two weeks between November 12 and March 18.

Employees (more than 3,200 in 30 countries) were engaged through a “photofest” contest that called for submissions in three categories to the campaign website.

The team worked to ensure that part of this year's donation went to CPR training in locations where winners of or nominees for the Heart of Industry Award and Pulse of Industry Honor Roll are located (Peru, Korea, and the US). The award winners were announced April 9.

Regular posts on LinkedIn promoted the campaign and the quiz.

Industry trade journalists were pitched.

Results
Unique visitors to the quiz website jumped 39.5% compared to 2012 to 15,066. The number of people who submitted quiz questions more than doubled compared to last year.

Facebook, Twitter, and LinkedIn mentions were up from 16 in 2012 to 24. Audience reach hit 12,101 on Twitter and 1,875 on Facebook.

LinkedIn followers increased 154.5%, and unique page views were up 105.8% the week of April 9 compared to the previous week. 

Twenty-seven stories ran (down from 31 in 2012) in various industry outlets and the Seneca Daily News.

Future
The team is working on next year's campaign.

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