PEAK Technologies, a systems integrator of supply chain automation and inventory management solutions, partnered with Godfrey to create a PR program to broaden industry and customer awareness of the full range of capabilities and services the company has to offer. PEAK, while being widely recognized by the industry and by their customer base in name, discovered that their full range of offerings was often unknown to these key players who may rely on PEAK for just one or two specific services. It was crucial that PEAK cultivate industry awareness of their expertise and services rather than a product line.
In 2006, Godfrey and PEAK addressed this problem by crafting a mission, vision and values message that captured the full spectrum of PEAK capabilities. Godfrey took a ground-up approach to create a key media list, identify publications and online outlets, and outreach to generate awareness among editors. Godfrey implemented tactics to increase industry awareness, including the creation of technical papers, case histories, press releases and viewpoint columns, participation in expert interviews in key industry publications, website content updates and a Google keyword program. In 2008, Godfrey helped PEAK launch an e-newsletter program that increased awareness of PEAK capabilities and drove traffic to the website.
Godfrey has worked to deepen relationship with PEAK’s media set. These efforts have resulted in over 50 instances of key coverage in IT, supply chain and manufacturing industry publications and websites to help build awareness of PEAK’s broad offering. In 2008, PEAK saw coverage of newly-developed white papers and editorial viewpoint columns that addressed important industry issues, and positioned the company to build more awareness of its services.