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Solution

McCue & Associates (M&A) developed an integrated campaign including advertising and PR elements, designed to aggressively increase market awareness on Starrett vision products.

1. Positioning
For the HVR100-FLIP launch, M&A focused on the unique product capability by using a stop action in-motion visual, illustrating the effortless change from a vertical to horizontal orientation, and emphasizing the same message in the supporting copy. Created a vision product line campaign to showcase full range of leading solutions. For increased brand awareness of its vision systems line, M&A promoted Starrett as an industry expert in this technology.

2. Advertising – Print & Digital Ads
Created and produced ads for quality control and core manufacturing/ metalworking technology media. Print ad placements totaled 24 for vision systems during a 12-month period, in addition to a wide range of digital ads that amassed an approximate total of 1,246,658 impressions.

3. Publicity
Wrote and distributed product, technology and speaking engagements news releases, and interviewed and wrote successful end user application testimonial articles and secured numerous, key media placements. Wrote technology articles based on supplied content and secured article placements. Tracked vision systems PR coverage for a 12-month period totaled 117 pages, reaching approximately 5 million impressions, including a 5-page feature article in industry leading Modern Machine Shop on a user success story.

Metrology Presentation at IMTS 2018

Results

Increased vision systems industry awareness exposure 10-fold, which in turn has helped Starrett to realize respectable levels of increased vision metrology equipment sales.