Innovative thinking helps global manufacturer make large impact with small investment
MILWAUKEE, Wis. (September 12, 2016) – Trefoil Group, a fully-integrated, strategic marketing communications firm, announced today it has been named as a finalist for the PR Platinum Awards, a national competition sponsored by PR News, a leading source of education and news for more than 250,000 communication professionals. Trefoil Group is being recognized for the Frigel “Imagine the Possibilities” media relations campaign that captured the attention of the Food & Beverage Industry press as Frigel looked to enter this market.
Launched in conjunction with ProcessExpo, a key Food & Beverage industry tradeshow, the goal was to create awareness for Frigel, a leader in advanced process cooling technologies, in an industry where there was no brand recognition or a previous product introduction specific to the market.
According to Mary Scheibel, Trefoil Group principal, “Frigel, a long-standing client of the firm, did not allocate a large budget to this effort as our goal was to determine market interest. At the same time, research showed us that food and beverage manufacturers use an outdated approach to production cooling and could reap significant benefits from Frigel’s technologies including reduced chemical use and the elimination of ammonia in their process.”
The results – which included in-person interviews with 90% of the editors targeted, coverage in 95% of the top trades and a reach of more than 480,000 – earned Trefoil Group recognition in the On a Shoestring category alongside several well recognized consumer brands including Red Robin, Pizza Hut and Farm Fresh.
“While being on the national stage is a great honor, we’re particularly proud to be in the On a Shoestring category. This validates that impact is not always a measure of the money you spend, and that a true understanding of your target audience, strategy and innovative thinking can win the day,” Scheibel said.
According to Al Fosco, Frigel’s global marketing manager, “The results of this media relations program exceeded all of our expectations. There was significant attention from the press, a large amount of coverage and real interest in the benefits that our technologies could bring to this market.”
The top winner in each category will be announced on Oct. 19, 2016 at a luncheon in New York, NY.
Trefoil Group team members who contributed to the award-winning work in addition to Scheibel include Mike Grennier, APR; Vince Halaska and Nick Abadie.
Trefoil Group leverages decades of proven marketing communications strategy to provide the razor-sharp focus our clients need to advance their businesses. Services include branding and positioning; digital and content marketing; public relations and social media; advertising, sales support and corporate communications. Trefoil Group is a U.S. partner of IPREX, a global network of communications agencies. Leveraging the insights, expertise and experience of IPREX, Trefoil Group provides its clients with global support across a broad spectrum of industry sectors and practice disciplines. For more information about Trefoil Group, go to trefoilgroup.com.