Solution

McCue & Associates (M&A) implemented a well-thought-out and timely integrated digital and print advertising campaign and a strategic public relations and advertising program to launch the new W4900 Indicator.

1. Publicity

M&A developed a press release, which was intentionally embargoed and distributed to media prior to the introduction, so that reporting and exposure on the W4900 indicator could begin on the day of introduction and in time for IMTS preview news consideration. M&A also successfully coordinated over a dozen booth visits with editors while the indicator was displayed at IMTS, generating numerous article opportunities in core media channels.

During the first 10 months of the W4900’s introduction, the PR campaign generated over 57 pages of industry coverage with 3,725,000 circulation/ impressions. In addition, the campaign drove high traffic to the Starrett IMTS booth, resulting in approximately 250 leads on the W4900 alone.

2. Media Planning/ Advertising

M&A designed, planned, and implemented a comprehensive, integrated, digital and print advertising campaign, to continually generate exposure to the indicator throughout its first year and beyond.

Print and digital advertisements, which initially incorporated Starrett’s IMTS booth information, successfully contributed to generating excitement around the show. Ad placements were made throughout key media industry channels, accumulating over 1,484,552 in circulation/ impressions and over 350 leads during the first 10 months of introduction.

In the August 2025 issue of Manufacturing Engineering & Technology (ME&T), the well-placed, strong half page W4900 print advertisement received the number 1 score, winning the Signet Research AdBrand^TM Award for achieving outstanding readership reviews from approximately 200 respondents when asked about 20 different ads. The award considers several aspects, including company awareness, purchase consideration, and perception. The W4900 ad scored 72% in Company Awareness, 88% in Purchase Consideration (top score), and highest in multiple perception attributes, including 78% in Quality Products, 35% in Innovation, and 52% in Reputation. Click Here to see the ad and award.

Webinar

After the initial launch, M&A recommended and produced an educational webinar for further W4900 exposure which produced approximately 80 leads.