OUR IMPACTBusiness to Consumer PRSA Skyline Award: Best Earned Media Relations, Consumer Products Publicity Club of Chicago Golden Trumpet Award: Media Relations Business to Consumer
Client: ECHO Inc.

THE NEED:Based in northern Illinois, ECHO Inc. manufactures and sells outdoor lawn and power equipment. When ECHO celebrated their 50th Anniversary and launched a new line of eFORCE™ eco-friendly battery-powered equipment that rivals the power and durability of gas-fueled equipment with low noise and no emissions, they turned to the Virginia Mann Group to help tell their story. The new product line was lightweight, maneuverable and easy to store while eliminating the need for gas refills and electrical cords. RESEARCH AND PLANNING:Virginia Mann Group researched media and outdoor equipment data and: • Developed a comprehensive content and outreach plan to deliver key messages to consumers • Targeted consumer audiences, including: o Lawn & garden enthusiasts who want equipment that’s easy to handle and store o Those with limited time o Niche subgroups of seniors, women, men, newlyweds, homeowners • Identified contacts and influencers at top tier Chicago-area electronic and print media • Identified top-tier consumer media outlets in the Chicago-area • Created a message map • Developed and delivered full-day media training to ECHO executives and spokespeople • Ensured ECHO had hands-on demonstration areas for video coverage with branded eFORCE equipment and clothes • Developed measurable project objectives OUR CREATIVE WORK: Based on data from ECHO Inc., market research groups and other sources, Virginia Mann Group: • Developed relevant content including: o executive messaging o news releases o media communications • Trained ECHO executives for print and electronic interviews • Identified select top tier Chicago business and consumer media to target for engaging, interactive story ideas RESULTS: Virginia Mann Group helped ECHO achieve unprecedented media coverage. ECHO was featured in targeted media with outlets covering ECHO’s new eForce product line. Coverage included: • Better Homes & Gardens Best of List • WGN-TV About Town with Ana Belaval. Coverage included 7 segments over two hours of prime time morning drive news programming • Rob Hart, WBBM-AM radio interview • John Williams, WGN-AM radio interview • Daily Herald Business For A Better World profile ECHO leveraged the media coverage on its web site, at sales meetings, at tradeshow booths and more. The results created new business opportunities.