Badger Meter Inc., a global manufacturer of flow measurement and control products, had enjoyed strong media coverage related to its financial performance and its role in establishing the Water Council. After conducting a media relations review, we saw an opportunity to increase its exposure in vertical markets to boost brand positioning and support sales leads.
Johnson Direct developed a strategic, proactive trade media relations program that focuses on key publications and trade shows to support Badger Meter’s leadership position and distinguish it from competitors. By prioritizing markets and products, researching and analyzing appropriate media outlets, developing an annual opportunities calendar and strengthening relationships with editors, we’ve created a well-rounded campaign. Ongoing media relations initiatives include case studies, tips stories, features, awards, technical articles, press releases and certification announcements that have reaped multiple placements.
And, our success has been incremental. In the second full year of the program, we increased the media placement value by more than 50 percent over the previous year with an ROI of 8 to 1!