Engineering & Construction
NEW, together with its affiliates and member companies, is the leading global provider of extended service plans, buyer protection services and product support to more than 150 million consumers around the world.
With projects from a total company rebranding to campaigns laser-focused to drive traffic at CES (the Consumer Electronic Show) to Facebook promotional sweepstakes, our work with NEW is a testament to an integrated approach to communications.
We developed and managed public relations and social media programs for seven years that integrated closely with marketing campaigns and supported NEW’s goal to launch new products and support consumer sales of its offerings through major big box retailers across the country. We used creative PR tactics that reached and engaged audiences at events such as CES, through national business and consumer media, and online. Key highlights of this successful, multi-year program included launch of an award-winning, consumer-reaching blog, music videos, expanding direct reach and education of consumers via awards programs and product giveaways, and running a series of features in newspapers across the country that promoted the benefits of their products to counteract negative press from Consumer Reports. The results included positive press coverage in local, regional and national news outlets across the country, effecting a softening in Consumer Reports negative position on the product category, and ultimately, NEW expanding its retail industry dominance through a merger with one of its biggest competitors. Highlights of media generated for NEW include: About.com, BusinessWeek, CNET, Los Angeles Times, NBC, New Jersey Star-Ledger, NPR, TWICE and Wall Street Journal.