Client Xplore Technologies, maker of the most rugged tablets on Earth, entered fiscal year 2018 with the primary objective to increase thought leadership and brand awareness amongst manufacturers worldwide. The rise in popularity surrounding the European-initiated Industry 4.0 movement, the automation and data exchange utilizing Internet of Things (IoT), cloud computing, cognitive computing and cyber-physical systems to create “smart factories,” created the perfect opportunity for Xplore to lead the conversation in North America. But because the concept was relatively new to U.S. and Canadian manufacturers, there was a clear challenge – Xplore needed to better educate key audiences about the movement and the critical role that rugged mobility plays in it. ARPR set out to accomplish this by leveraging the leadership team’s invaluable insights in a strategic form and cadence of content that would engage and appeal to its target manufacturing audiences.
ARPR conducted a media audit to determine which publications would be the best fit considering Xplore’s target customers, and also researched its competitors’ strategy surrounding this movement. During the audit process, ARPR discovered Xplore’s target personas, including those in manufacturing, rely heavily on the third-party credibility of top tier media and vertical outlets. Further, it was concluded that the subject matter had not been covered by competitors much at all, so there was plenty of opportunity for Xplore to jump out ahead of what was sure to be a big conversation.
Armed with this information, the agency developed a media outreach plan that included a mix of thought leadership, executive commentary on Industry 4.0 trends, company & product news, as well as newsjacking opportunities. For thought leadership, ARPR’s media strategy included securing quarterly bylines in top manufacturing and business technology publications and proactive outreach surrounding relevant opportunities on Industry 4.0. Finally, the agency complemented these efforts with a digital marketing campaign that included social media ads, a landing page and a whitepaper that focused on industry 4.0 compliance, ensuring a fully integrated communications campaign.