For some of our clients, all they ask for is a logo design. For others it’s a video production, a story in the local newspaper or a suggestion of a non-profit partner.
Well for Plasser American, which manufacturers complex machines to repair and maintain railroad tracks across the country, we are doing all that and then some.
The Austrian-based company, with operations on every continent, has its North American headquarters and assembly plant in Chesapeake. Frankly we had never heard of Plasser when they called looking for a firm to handle marketing and public relations for their 60th anniversary in the United States. So first we had to get educated on tampers, stabilizers and the other equipment they construct as well as the services they provide to Amtrak, CSX and a host of other railroads, both passenger and freight.
And we had to understand their objectives, specifically in the areas of community relations, branding, promotion and employee engagement. Of course we also had to know what they wanted to spend, but for us, ideas and tactics come first and if the leadership buys in, they are usually okay with the recommended budget. And they are.
Our recommendations? No big ad spend, no major external events, no website overhaul. Instead, let’s first get you invested in the South Norfolk community where the plant is located. So we are developing some great local partnerships with their team.
They wished to celebrate holidays and national events so just prior to Super Bowl Sunday, we invited Chesapeake councilman and former NFL player Don Carey over for a mock kickoff to the 60th birthday celebration. Two employees, dressed in Bucs and Chiefs shirts, participated in a coin flip and were cheered on by a dozen or so more in their favorite teams’ colors. We recorded the fun event, interviewed Carey about who he thought would win the big game and emailed the footage to Nathan Epstein at WAVY who aired it on a weekend sportscast.
Working with vendor Jpixx in Virginia Beach, we have shot a lot more video since, profiling employees and capturing the March 3 groundbreaking for a huge campus expansion, which Joel Rubin emceed. We invited the media, and two TV stations plus the newspaper came to cover.
Oh and we also created a colorful logo for the 60th anniversary and will place some ads. So from graphic design to copy writing, media coordination to video production, strategy development to community relations, Plasser American is taking advantage of everything we are capable of doing at Rubin Communications Group. And we wouldn’t want it any other way.
