Tate Access Floors, the largest manufacturer of raised access flooring solutions in North America, came to Godfrey with a number of concerns. Despite its size, it felt like a relatively little-known entity to members of the trade press. Its marketing department had several great stories to tell, but little experience or resources for communicating them to potential customers and the media.
Godfrey was asked to help this client better disseminate news of its projects, products, and services as a way to gain higher visibility. Later during the course of activities, Tate also tasked Godfrey with researching and advising the company on specific GSA design and construction issues that were affecting the perception of its products. Case study and success story projects were also put in place as a way to address issues raised by GSA. For that program, Godfrey coordinated all interviewing, writing and photography associated with the projects. To further build the relationship between Tate and its target media, Godfrey arranged tradeshow press appointments, offering the client a chance to build an ongoing personal rapport with top-tier media. A press release program consisting of acquisition, new product, certification, and new project wins was put in place. Godfrey handles the writing and distribution of all press releases and leveraged its longstanding relationships with editors at many of the publications that are key to Tate.
As a result of Godfrey efforts on its behalf, Tate now enjoys heightened recognition among its key publications such as Environmental Design & Construction, Consulting-Specifying Engineer and Building Design & Construction. PR activities were especially effective in raising the client’s visibility in vital publications where it was not advertising. Finally, the use of case studies and bylined articles by Tate experts is proving to be instrumental in positioning Tate as a thought leader on issues, as opposed to reacting to those posed by other organizations or competitors.