Bosch Rexroth, a global provider of automation products, systems and services for drive, control and motion technologies, relies upon Godfrey to provide PR support for four of the company’s technology divisions. Godfrey’s objective has been to craft responsive and agile PR programs to meet the specific needs of each technology group while keeping in step with the overall corporate objective to build brand awareness as the Drive & Control Company, and to generate publicity that feeds other marketing tactics.
Bosch Rexroth has been a front-runner in embracing social media PR techniques and heavily relies on relevant metrics and data to guide program tactics. The scope of Bosch Rexroth’s highly integrated PR program includes the development of both traditional and social media press releases with corresponding Web landing pages. Ongoing creation of technical stories, customer case histories and viewpoint pieces, and participation in expert interviews, as well as both onsite and offsite trade show media relations support are also key. The success of Bosch Rexroth’s PR program strongly depends on content development and excellent relationships with their target media set. Godfrey has strengthened these relationships by regular editorial contact, international editor tours and summits, and an RSS-equipped online newsroom. Godfrey also provides outreach to key vertical markets to help grow awareness of Rexroth capabilities and presence in those markets. Godfrey is also guiding the company in direct-to-user tactics such as podcasting and search engine optimization.
Bosch Rexroth has enjoyed highly favorable PR results since partnering with Godfrey. In 2007, Godfrey delivered over 1,000 print and Web placements for Bosch Rexroth, with PR coverage totaling over $3.25 million in advertising equivalency. The number of column inches of print coverage generated was equivalent to 282 full-page advertisements. As brand awareness has grown, Bosch Rexroth has increasingly become a go-to source for editors who are looking to develop stories, create content and draw upon industry expertise. These editors seek out Bosch Rexroth to ensure their voice is included in the content. In 2007, Godfrey made nearly 1,300 one-to-one contacts with editors on behalf of Bosch Rexroth.