CNH Industrial Reman is committed to providing agriculture and construction equipment dealers and end-users high-quality remanufactured products, leading to increased reliability and lower cost of equipment ownership. To build awareness of these benefits and increase consideration for CNH remanufactured products among the target audience, the company wanted to develop relationships with relevant media outlets and influencers to spread the word and increase exposure.
CNH Industrial Reman engaged us to develop an earned media plan to target both dealers and end-users through media relations efforts. Our response was a multi-phased program that included managing brand and product messaging, developing relationships with influencers in the agriculture and construction industries and increasing inbound media requests.
The main objectives of these efforts were to establish awareness and consideration for CNH remanufactured products and heighten credibility for CNH Industrial Reman as a source of high-quality and high-value products and services. Communication centered around the company’s unique offerings, such as its industry-leading 24-month warranty and 3D printing capabilities for replacement parts. Tactics included press release distributions, as well as media training for spokespeople and more.
