Feature

UPSL Kohler10 May 2011

The Challenge:

Following Kohler’s acquisition of Uninterruptible Power Supplies Limited in 2009, MTM was asked to build the company’s media profile within the UK, as well as promoting the opening of UPSL’s first international office in Singapore.

The Solution:

At the beginning of 2010, MTM commissioned an industry survey of 2000 IT professionals on behalf of UPSL. The survey asked respondents to comment on the state of UK power supplies – discussing the regularity of blackouts and the need for critical applications to be supported by a back-up power supply. The results delivered a valuable insight into IT users opinion of the UK’s energy infrastructure.

With the information gained, MTM was able to create a series of factual and newsworthy releases, which spanned UPSL’s key industries and markets, and which received a large quantity of quality coverage both online and in print. The total value of which was more than £70,000 and represented a return on investment of nearly 20:1.

The information secured from the survey also enabled MTM to produce a range of editorial synopses which reflected the views of the IT industry and commented on key issues highlighted in the study’s results. This work was augmented with editorial looking to address other emerging technologies and industry focuses. Through close editorial relationships and an proactive approach to meeting editors on their own turf, MTM secured at least one major print feature each month in 2010 within UPSL’s key markets – covering IT, finance, retail, data centres and engineering.

The result:

•     60% More coverage in the media

•     Coverage value in excess of 10:1 against PR spend

•     Consistent brand recognition, throughout the year and across all key markets.