Professional Documents
Culture Documents
December 2015
Neo
Classic
PR
Neo Classic
PR
Neo Classic
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TABLE OF CONTENTS
Executive Summary.....................................................................................4
Situational Analysis......................................................................................5
Client Overview.................................................................................5
Competitor Analysis..........................................................................6
SWOT Analysis ................................................................................7
Audience Analysis ..........................................................................10
Problem Statement..........................................................................11
Goal Statement...............................................................................11
Campaign Plan..........................................................................................12
Theme.............................................................................................12
Key Messages................................................................................12
Objectives.......................................................................................13
Strategies.......................................................................................13
Tactics............................................................................................14
Evaluation......................................................................................22
Campaign Map...............................................................................23
Budget............................................................................................26
Communication Elements........................................................................28
Research Report.......................................................................................40
Primary Research..........................................................................40
Focus Group ......................................................................40
Interviews............................................................................44
Client Interviews..................................................................50
Secondary Research.....................................................................52
Appendix..................................................................................................75
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EXECUTIVE SUMMARY
Eaton is a global power management company that has recently added seven new
innovative capabilities to its electrical sector. Since Eaton acquired Cooper Industries
in 2012, it has made great strides in telling the narrative of Todays Eaton through
traditional and trade media outlets, but has had difficulty reaching non-traditional media.
Neo Classic PR conducted intensive primary and secondary research including expert
interviews, focus groups, competitor analysis, and past strategic traditional campaigns
to better understand the non-traditional media audience. A key challenge throughout
the research process has been finding non-traditional media personnel who are both
interested and influential with blogs focused on the electrical industry.
After Neo Classic PR pinpointed influencers within the blogosphere, our agency found
opportunity in spreading the story of Todays Eaton with methods that are already used
by these media sources: education, thought leadership and creative storytelling.
From this research, Neo Classic PR has developed a one-year strategic When
Seconds Count communications plan focused on telling the story of Todays Eaton
highlighting the life safety and mass notification capability. This narrative will be spread
to bloggers, influencers and online media. The plan uses non-traditional and face-toface tactics to reach our targeted audiences.
This casebook summarizes a focused, highly-targeted approach to build relationships
with non-traditional media sources and to motivate them to share Eatons narrative on
online platforms. Neo Classic PR hopes to position Eaton as a thought leader in the
electrical industry to the end-users of the companys products and services.
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SITUATIONAL ANALYSIS
CLIENT OVERVIEW
Eaton is a power management company that provides energy-efficient products and
services to manage its customers electrical, hydraulic and mechanical power more
safely and sustainably in more than 175 countries.
In 2012, Eaton announced the $13 billion acquisition of Cooper Industries, an
electrical equipment supplier. This was the largest acquisition in Eatons 101-year
history, broadening its portfolio of electrical products, services and solutions.
Before the Cooper acquisition, the electrical sector compiled about 35 percent of Eatons
business. After the acquisition, it now makes up roughly 65 percent. The company now
has the opportunity to tell the story of Todays Eatonwhich focuses on its expanded
capabilities:
Utility Grade Power
Life Safety and Mass Notification
Structural Support
Fusible Circuit Protection
Hazardous Environments
Wiring Devices
Lighting Solutions
Rise of Mass Notification Systems
Research gathered on megatrends and market research showed a positive outlook
for all of Eatons new capabilities in the next few years, especially life safety and mass
notification. Recent natural disasters and safety threats, such as Hurricane Patricia and
the Umpqua Community College shooting in Oregon, have increased the need for fullyintegrated systems in times of crisis. Eatons new mass notification system focuses on
providing responders with a way to activate the mass notification system from anywhere,
anytime. Eatons acquisition of Cooper provided new innovations to better serve its
customers. Life safety and mass notification keep businesss daily production flowing
and provides peace of mind to all employees.
Past PR Efforts
Since the acquisition, Eaton has used two different agencies to tell its new story through
two campaigns targeting mainstream and trade media. The campaigns produced
positive outcomes garnering thousands of unique visitors to Eatons website. This
was due to the banner ad campaigns and a new innovation microsite using creative
storytelling with client success stories, such as Eaton developing an energy storage
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system for the Salem Smart Power center and powering Facebooks data center. The
banner ads featured benefit-driven questions to drive more traffic to the microsite. The
ads were able to engage with the audiences to invite them to learn more.
In addition, through the acquisition of Cooper Industries, Eaton adopted the message
Protect. Alert. Inform, for its electrical safety and security products in hospitals,
airports and universities. This message is now included on all of Eatons life safety and
mass notification press materials. Eaton reinforces this by promising to deliver the right
message to the right people at the right time, with its mass notification system,
ALERiTY.
Eaton is now challenged with capturing the attention of non-traditional media,
specifically bloggers and other social media influencers through a one-year strategic
plan focused on the North American markets.
Tapping Into Non-Traditional Media
Based on primary and secondary research from an online focus group with Eaton
employees and public relations professionals, and interviews with bloggers, social media
influencers and industry experts, Neo Classic PR has found most decision-makers are
not obtaining their information from online resources. Instead, they are using trusted
vendors, contractors and other industry experts through word-of-mouth.
Focus group responses and secondary research showed that safety and reliability are
priorities within key messages the company wants to convey. Information gathered on
megatrends and market research showed a positive outlook for life & safety notification.
Security Info Watch estimates enrollment at universities to increase by 14 percent by
2022. Due to increased enrollment, construction will also see an increase at universities
by 9 percent through 2022; yet, there is seemingly a lack of online discussion on these
sectors and growth. Neo Classic PR believes we can complete Eatons challenge of
tapping into non-traditional media using its strong social media following and access to
non-traditional media writers linked to trade and mainstream media publications.
COMPETITOR ANALYSIS
Eatons competitors are large power management and lighting companies. Its
competitors include: ABB, Acuity, Cree, Emerson, Philips, Rockwell, Schneider, and
Siemens. These companies are active on social media, but have experienced
problems with low levels of engagement. The most common forms of content shared
by these companies are success stories, product updates and advice articles for
engineers targeted to B2B audiences. Competitors LinkedIn and YouTube
channels are the platforms with the highest levels of likes and views. All the
competitors channels have few or no comments on posts. It is hard to tell if the
engagement companies receive is from outside audiences or company employees.
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A few of the companies maintain blogs ranging from an archive of press releases to
engineering help blogs. The same low-level of engagement on social media pertains
to the blogs as well. Eatons competitors appear to have the same difficulties as
Eaton when it comes to non-traditional media.
SWOT ANALYSIS
Eaton has garnered meaningful relationships with a number of trade media and
mainstream media outlets. Additionally, the company has built partnerships and
implemented projects with a variety of organizations in the electrical sector such as NRG
renew, the National September 11 Memorial and Museum and MillerCoors. While Eaton
has earned a large social media following, this is an area that could improve with more
engagement. Lastly, the target publics for this campaign, bloggers and social media
influencers, generally post content to promote education rather than a particular product
or company. For example, the blog HigherEd Tech Decisions posts technology
information important to university thought leaders, such as mass notification strategies
that will keep universities safe.
Our research findings are explained further with a summary of the strengths,
weaknesses, opportunities and threats to telling the narrative of Todays Eaton.
STRENGTHS
Eaton has several areas of its company working to create strong relationships with key
audiences, a strong social media following, successful past digital campaigns and solid
global brand positioning. The relationships built with new customers, mainstream media
and trade media have opened new doors to unexplored, non-traditional channels.
The acquisition has expanded Eatons electrical business from 35 percent of the
company to 65 percent, creating the ideal opportunity for Eaton to position itself as one
of the worlds leading electrical power management companies.
One of Eatons newest innovations in its life safety & mass notification sector is the fullyintegrated ALERiTY system. Eaton is the only company that offers in-building, wide-area
and distributed-recipient capabilities, all in one building. ALERiTY uses an one-button
system of systems approach that can be integrated with existing systems. This
technology gives Eaton a competitive advantage in the electrical industry by providing
an easy-to-use mass notification system for responders to access anywhere at any time.
Net sales for Eatons electrical products in 2014 was $7,254, an increase of 4 percent
from the previous year. Net sales increased by 83 percent in 2012, primarily due to
Eatons acquisition of Cooper Industries and new technologies such as ALERiTY.
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WEAKNESSES
Eatons digital campaigns from the past two years have not captured significant
engagement and coverage in non-traditional media channels. Our secondary public,
industry experts, stated that they obtain most of their information through traditional
media or word-of-mouth. If the decision-makers are not seeking out information on
Eatons existing platforms (i.e Twitter, Facebook, Youtube), then the narrative of Todays
Eaton is ignored. In addition, secondary research found Eaton to have a significant
following on social media, but little to no engagement from key target audiences. For
example, engagement on Facebook posts is mainly interaction between Eaton
employees. Detailed social media analysis can be found in the monitoring report.
OPPORTUNITIES
Eaton employees and public relations professionals interviewed in our focus group were
among those with experience in Eatons electrical sector. The participants stated there is
an opportunity to grow using Eatons strong social media following and pre-established
relationships with non-traditional media writers linked to trade and mainstream media
publications.
LinkedIn
Our social media monitoring report on Eaton and its key competitors found there is an
opportunity to take advantage of its large LinkedIn following to increase engagement
among users discussing industry trends. Eaton could also concentrate on targeting
bloggers who write for online publications and websites to cover products and solutions
in its electrical sector. Based on the success of the microsite, Eaton has the
opportunity to arm non-traditional influencers with content to help tell the story of Todays
Eaton while educating audiences about Eatons electrical sector. These media kits could
be used at national trade shows and conferences for life safety and mass notification
that our target audiences are already attending. Eaton can attend industry specific trade
shows and conferences, such as; the Campus Safety and Security Summit organized
by Campus Safety, the Annual Airport Conference organized by Penn State University,
the International Association for Healthcare Safety and Security Annual Conference &
Exhibition, APCO International Conference and the National Fire Protection Association
Conference and Exposition.
Client Success Stories
A final opportunity comes from Eatons case studies and client success stories. As
mentioned, our research revealed that many bloggers aim to educate and speak to
audiences without promotion or mention of particular brands. Eaton has positioned itself
as a knowledgeable company that creates innovations backed by research and
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expertise; however, this is not yet conveyed through non-traditional media. Through this
campaign, Eaton has the opportunity to present product information and client
success through thought leadership and creative storytelling, making the content
more appealing to bloggers and social media influencers.
THREATS
Based on interviews with industry experts, representing the electrical sector, NeoClassic
PR found that accessing non-traditional media is not relevant to their decision-making
process. Most of the targeted audiences use trusted vendors and references from
contractors and architects rather than non-traditional media sources to choose the best
products.
The single greatest threat to this campaign is that Eatons audience still heavily relies on
traditional media to gain their information and make purchasing decisions.
Secondary research found an immense amount of clutter on social media platforms from
thousands of companies posting about new products and technologies, which makes it
difficult for companies to distinguish themselves among competitors.
COMMUNICATION TOOLS
Eatons current communication with clients is through online media and word-of-mouth.
Innovation microsite
Eatons website, particularly the microsite for the seven capabilities, plays a key role in
promoting the innovations and sharing client success stories. The microsite is a
top-of-mind resource for clients to learn more about Eatons products while non-traditional media is a secondary thought
Social Media
Eaton Electrical has a social media presence on Twitter, Facebook, LinkedIn and
YouTube, for the lighting solution specifically (refer to monitoring reports for detailed
social media analysis). The channels are used to broadcast Eatons participation in
trade shows, feature products and highlight mentions in traditional media.
Word-of-mouth
Focus group findings and client interviews revealed that Eaton relies heavily on word-ofmouth and partnerships to promote its products. A main partnership is with local
distributors who sell Eatons materials. Additionally, Eaton strives to reach all
stakeholders involved with decision-making in building projects (including architects,
designers, business owners, and facilities managers) to create a narrative about its
products.
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AUDIENCE ANAYLSIS
Neo Classic PR will target a variety of non-traditional media, specifically bloggers, social
media influencers, and online media for traditional and trade media. These audiences
are experts and thought leaders who play key roles in the distribution of information
regarding Eatons newest capabilities. Our campaign will tell the narrative of Todays
Eaton through life safety and mass notification, our publics are affiliated with
organizations that have a need for emergency management products: hospitals,
universities and airports.
PRIMARY PUBLICS
Bloggers
Bloggers who write about innovations and trends in universities, hospitals, and
airports. Specifically, Neo Classic will target blogs related to organizational safety
and security, current events that involve discussion of life safety and mass
notification systems and insight from emergency management and safety and
security conferences and expositions.
These bloggers write for and have the potential to influence the decision-makers in
our secondary publics.
Social Media Influencers
Social media accounts that post about innovations and trends in life safety and mass
notification. These leaders link to valuable content from other non-traditional outlets
to deliver information to owners, architects, contractors, and safety and security
managers of hospitals, universities, and airports who are decision-makers in the
power management of their organizations.
SECONDARY PUBLICS
Industry Experts
Professionals who make the decisions on what products and solutions to provide safety
and security for universities, airports and hospitals. Specific publics for each industry
include:
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Based on our research, Neo Classic PR found that bloggers and social media
influencers who cover topics relating to life safety and mass notification in universities,
hospitals and airports are creating educational content for industry experts implementing
certain systems into their buildings. The industry experts rely on this educational
information as well as trusted vendors to provide counsel to those making the ultimate
decision of what technologies will be installed in buildings.
PROBLEM STATEMENT
Eaton is eager to tell the story of Todays Eaton, focused on showcasing its new
electrical capabilities. However, this story has not been shared through non-traditional
media. Neo Classic PRs research found Eaton has had difficulty identifying its key
audiences among social media influencers and influencers in the blogosphere because
these audiences produce content mainly for educational purposes rather than focusing
on promoting certain products for different companies.
While non-traditional media sources create this information, according to Neo Classic
PRs primary research, industry personnel do not use it in their decision making
process. Furthermore, blogs that Neo Classic PR found in secondary research showed
little engagement in the form of comments and shares. From this, we believe that
industry information is available through these sources, but awareness needs to be
raised. Eaton needs to shift away from the way it currently communicates with these
audiences online if it wants to effectively tell the story of Todays Eaton.
GOAL STATEMENT
With our When Seconds Count campaign, sharing educational instead of promotional
content will motivate non-traditional media to share the narrative of Todays Eaton on
their online platforms and position Eaton as an industry thought leader through its
newest capabilities. Customers will read this story and think of Eaton when making
purchasing decisions.
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CAMPAIGN PLAN
CAMPAIGN THEME
Neo Classic PR reviewed Eatons press material and news coverage related to life
safety and mass notification to determine a campaign theme in line with current
messaging. Recent press releases for Eatons five fire prevention plan tips, Eatons
mass notification system being used in the national 9/11 museum and Eatons
emergency education session at ISC highlight reasons why timely communication is key
in a crisis. The name When Seconds Count promotes the key message Eaton relays to
customers about how its technologies keep people informed when it matters most.
KEY MESSAGES
NON-TRADITIONAL MEDIA
Eatons expertise in life safety and mass notification educates media on best
practices to protect, alert and inform the critical audiences.
INDUSTRY EXPERTS
Eaton now has the leading technologies and solutions focusing on reliability
and ease of use in sectors that they have not been associated with before.
Life safety and mass notification keep businesss daily production flowing
and provides peace of mind to all employees.
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OBJECTIVES
STRATEGIES
Educate our primary and secondary publics on Eatons new life safety and mass
notification technologies through face-to-face and nontraditional communications
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TACTICS
PRE-CONFERENCE AND EXPOSITION VIP EVENTS
Neo Classic PR recommends that Eaton use face-to-face communications with
non-traditional media outlets by capitalizing on conferences and expositions they are
already attending.
A number of annual events take place that discuss best practices for safety and security
at hospitals, airports and universities. During the When Seconds Count campaign, we
advise Eaton to attend the Campus Safety and Security Summit organized by Campus
Safety, the Annual Airport Conference organized by Penn State University, the
International Association for Healthcare Safety and Security Annual Conference &
Exhibition, APCO International Conference and the National Fire Protection
Association Conference and Exposition. A description of each conference is included in
the end of this document. Based on a review of past conference wrap-ups and current
Twitter discussion, it is apparent that these conferences garner engagement beyond
industry personnel and traditional media to non-traditional media representatives.
ALERiTY Conference Alerts
Neo Classic PR will use Eatons conference media list, which is issued by conferences
to their participants, to distribute email invites to non-traditional media for a VIP
pre-conference demonstration. On the day of the event, Eatons ALERiTY system will be
used as a communication tool to send out a mass email notification to attendees with an
event reminder. The message will reference the use of ALERiTY to reach the attendees.
In addition, bloggers who register to attend one of the conferences Eaton has invited
them to will be eligible to be selected to receive a VIP text using ALERiTY. The blogger
who receives this text will win an exclusive interview with an Eaton engineer. This will
give the bloggers incentive to attend the conference as well as write about Eaton after
the conference.
Attendees will view a demonstration on Eatons life safety and mass notification system
and a discussion of how the system can protect, alert, and inform when organizations
need it most. For example, Eaton would inform bloggers on the top five best practices
for safety and security at hospitals, airports and universities, similar to Eatons
publication of five questions to ask employers about their fire prevention plan during Fire
Prevention Month. Attendees will be given a business card and a jump drive with a link
to additional press materials on the sector.
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Rationale
The pre-conference event is a networking opportunity for both Eaton and
non-traditional media. The discussion and materials will provide non-traditional
media with an exclusive education and material for publication.
Audience
This tactic targets non-traditional media sources that attend events specific to the life
safety & mass notification industry.
Evaluation
Neo Classic PR will follow up with each blogger 1-2 weeks after the conference. The
follow-up email will include an infographic with a conference wrap-up that can be used
for publication. We will then monitor social media and blogger activity to determine if any
posted or published materials about the pre-conference demonstration. Additionally, the
link on the distributed business cards will have a tracking URL to gauge how many
attendees visited the website specific to this tactic.
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BLOGGER WEBINARS
Neo Classic PR will invite three industry bloggers from our media list to co-host a
When Seconds Count webinar about life safety and mass notification for hospitals,
airports and universities respectively. The three webinars will span over a threemonth period with one presentation per month from each blogger in each industry.
One host blogger will be chosen from each of the pre-conference events and
demonstrations held by Eaton. The webinar will be a dialogue on how to transform
industry market outlook, current events and trends in life safety and mass
notification into creative content for a bloggers audience. The webinar will also
highlight resources that Eaton offers through the When Seconds Count campaign to
learn more about innovative solutions for life safety and mass notification.
Neo Classic PR will invite industry bloggers from its media list throughout North
America to the event. The host blogger will benefit from the potential of an increased
following and an opportunity to position his or herself as a thought leader on creative
content for industry news. This blogger can also benefit from a media relationship
with Eaton.
Rationale
Bloggers may not attend an Eaton-branded webinar with the assumption that it would be
a sales pitch. Partnering with a current blogger will still convey the messages related to
Todays Eaton, but with third party affirmation.
Audience
Bloggers in North America who discuss safety and trends for hospitals, airports and
universities.
Evaluation
Neo Classic PR will use Google Analytics to track opens, clicks and responses from the
invite email and compare this to number of people who accessed the webinar. After the
webinar, Neo Classic PR will then monitor blog posts and social media mentions from
bloggers to measure coverage of the event.
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ENGINEER WEBINARS
With the help of Eaton, Neo Classic PR will identify one engineer who works directly
with life safety and mass notification to host a webinar targeted to our secondary
public: industry experts. For this When Seconds Count webinar, we will invite
facilities managers, safety and security managers, architects, IT personnel and
emergency management personnel from hospitals, universities and airports in the
northeast Ohio area.
Neo Classic PR will develop a list of potential attendees from these areas and send
email invites to each. During the webinar, the engineer will present current trends in
mass notification systems, highlight key system functionalities that are important to
each group (hospitals, airports and universities) and briefly discuss the innovations
of Eatons system. The webinar will be education-based, but end on a call-to-action
to learn more about Eatons life safety and mass notification products.
These webinars will take place over a three month period, with each month
dedicated to one business. While the initial webinars will just be targeted to
northeast Ohio, this tactic could easily be implemented in other cities.
Rationale
One of our campaign objectives is to position Eaton as a thought leader among our
publics. By hosting a webinar, Eaton has an opportunity to present purely educational
information about trends in life safety and mass notification, yet still tie in its brand and
industry expertise.
Audience
The audience for this tactic is personnel associated with safety and security at hospitals,
airports and universities in northeast Ohio.
Evaluation
Neo Classic PR will use Google Analytics to track opens, clicks and responses from
the invite email and compare this to number of people who accessed the webinar. At
the end of the webinar, users will be prompted to complete a brief survey to gauge their
thoughts of the presentation and their likelihood of working with Eaton in the future.
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LINKEDIN GROUPS
Neo Classic PR recommends that Eaton use its LinkedIn presence to join groups that
are discussing public safety and mass notification systems.
LinkedIn groups provide an opportunity to create a conversation with industry experts.
Groups reach a specific target audience and only members are able to view the content.
Specifically, we would advise Eaton to join: Public Safety Technology, Public Safety
Information System Experts, and APCO. A description of each group is included in the
end of this document. These groups contain members of Eatons secondary audience
who are looking to share information and network.
We recommend Eaton asks one of its experts in mass notification systems to join the
group, as it is made for industry experts and access must be requested of the group
manager. Neo Classic PR will work with Eaton to determine the best candidate to
engage with this LinkedIn audience. The group member would be responsible for
participating in the conversation and gathering information that could be useful for
Eatons product and marketing development.
Rationale
Group participation will allow Eaton to position itself as a thought leader among its
non-traditional audience. The conversation can also provide valuable insight into the
mindset of Eatons consumers, partners and influencers. Monitoring the group
discussion will allow Eaton to see what consumers want from their mass notification
systems and what they hope to see in the future.
Audience
The audience is industry experts in LinkedIn groups focused on public safety and mass
notification.
Evaluation
Neo Classic will evaluate this tactic based off of the comments that Eatons expert
receives, sentiment and general tone of these comments and if any of the group
members choose to make a purchase because of the conversation.
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CAMPAIGN EVALUATION
OBJECTIVE: To influence 10 percent of targeted non-traditional media to share Eatons
electrical products and solutions on personal social media platforms and blogs by
December 2016.
EVALUATION: Neo Classic PR will evaluate use of the interactive media kit,
information distributed through pre-conference events and webinar interaction.
Each of these tactics includes a trackable URL linked to Google Analytics that
can determine who is sharing what content. Additionally, we will monitor Google
Alerts with the terms Eaton, ALERiTY, and When Seconds Countto find
mentions relevant to our campaign.
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CAMPAIGN MAP
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SCHEDULING RATIONALE
PRE-CONFERENCE AND EXPOSITION VIP EVENTS
Planning for this tactic will take a month before each conference or trade show. The
planning process includes creating an invite list, creating the invitational emails, securing
Eatons booth and party room, ordering food, contacting registered bloggers and social
media influencers, and creating the ALERiTY text alerts. The conferences and trade
shows Eaton will be attending will take place in February, March, May, June and August.
Evaluation for this tactic will take place after each conference and trade show and after
the final one in August.
BLOGGER WEBINARS
Planning for this tactic will take place a month before each webinar. The planning
process includes securing a blogger to run a webinar, selecting the topic,
purchasing the software for the webinar, creating a media list and sending out an
e-blast to invite participants. There will be three separate webinars discussing
different topics throughout the year. This tactic will be evaluated after each webinar
to make improvements.
ENGINEER WEBINARS
Planning for this tactic will take place a month before each webinar including
securing an engineer to run a webinar, selecting the topic, purchasing the software
for the webinar, creating a media list and sending out an e-blast to invite
participants. There will be three separate webinars discussing different topics
throughout the year opposite of the months of the blogger webinars. This tactic will
be evaluated after each webinar to make improvements.
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LINKEDIN GROUPS
Planning for this tactic will take one month following the LinkedIn creative storytelling
campaign.This time will include researching LinkedIn groups, finding an employee to
be responsible for participating, and developing content ideas. Group participation
will begin in May and will continue throughout the rest of the year and will be
evaluated by comments received, sentiment, and general tone the participant tracks.
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BUDGET
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BUDGET
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COMMUNICATION ELEMENTS
CONFERENCE/TRADE SHOW AND WEBINAR E-BLAST
Target audience
This element targets Industry bloggers that have been identified through Neo Classic
PRs media research.
Objectives
To inform bloggers about an exclusive opportunity to connect with Eaton and
share potential blog content
To create positive communication and excitement about the event
Communication channel
The e-blasts will be designed and sent through Constant Contact.
Visual
Example of email/invite
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To receive:
A demonstration of our
life safety and mass
notification products
Networking opportunities
with other safety and
security bloggers from
across the nation
Exclusive access to an
Eaton engineer to learn
about new innovations
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Register Now
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Discover.
Engage.
Share.
(front)
www.eaton.com/whensecondscount
An interactive media kit personalized to your needs.
(back)
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My office is:
Online
Contact us
Connect with us
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Contact Us
Online
Press Releases
Eaton Expands
Energy Efficient
Wheelock Exceeder...
Conference Wrap-Up
Infographics
LinkedIn Story 1
LinkedIn Story 2
LinkedIn Story 3
Eaton leads
educational session
at ISC...
Eaton Shares Five
Questions To Ask
Your Employer
About Its Fire...
About ALERiTY
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Our Stories
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Contact Us
What makes
ALERiTY the
system of systems?
Educational Webinars
Press Releases
Eaton Expands
Energy Efficient
Wheelock Exceeder...
Eaton leads
educational session
at ISC...
Eaton Shares Five
Questions To Ask
Your Employer
About Its Fire...
Eaton Video
Campaign
When Seconds Count
video 1
When Seconds Count
video 2
When Seconds Count
video 3
When Seconds Count
video 4
When Seconds Count
video 5
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About ALERiTY
Command and Control
In-Building Mass
Notification
Wide-Area Mass
Notification
Communication
Networks
Distributed Recipient
Mass Notification
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FOCUS GROUP
NeoClassic PR conducted a focus group with 10 Eaton employees and
communication consultants on September 23, 2015. The Eaton employees
represented various sectors of the company from sales to marketing and
communications. The communication consultants were from agencies Eaton has
hired in the past for different projects. The participants in the focus group were
asked to discuss their perceptions of Todays Eaton and Eatons new electrical
innovations.
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OBJECTIVES
To gain insight about current and potential customers for Eatons electrical
business
METHODOLOGY
PARTICIPANTS
We try to focus on the value proposition; the power challenges that Eaton is
solving is how we try to message, Kelly Propst, Director of
Strategic Accounts, Largemouth Communications
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One key message is that we provide solutions that increase productivity
without sacrificing safety. Safety and reliability are big things. Even though
our products are specified for anywhere in the globe, we have local
connections to help people face-to-face.
Mike Correll, Director of Marketing, North America, Eaton
An important area is service. How do we become the easiest company to
select, specify and install our products? We have a strong story to tell to the
advances Eaton will execute and allow customers to access resource
seamlessly.
Regina Perundik, Owner, Cobblestone Creative
Eaton can now offer turnkey solutions to customers across the entire
power insulation within a facility.
Mike Correll, Director of Marketing, North America, Eaton
Getting in front of more user customers is important. We sell to the
contractor, but were working on trying to get to the owners to share the story
of the breadth of product and have them say that they would like to have
Eaton products be a part of their facility; we need to get in front of the end
user.
Gary Jennings, Director of Sales, Great Lakes District, Eaton
OBJECTIVE TWO: To obtain the key points and language necessary to help us
create a narrative on what the new capabilities mean for Todays Eaton.
KEY FINDINGS: Eatons narrative focuses on its passion for innovation and
the partnership it builds with customers.
One thing I think is important is the level of passion and the culture Eaton has
to take care of the customer. What really sets us apart is the fact that we have
the best people and the passion and commitment. That is what is going to make
a difference for the customers.
Gary Jennings, Director of Sales, Great Lakes District, Eaton
Todays Eaton is more of a partner to our customers rather than just a power
management company. Were trying to partner with our industries and customers
without just selling products.
Mike Correll, Director of Marketing, North America, Eaton
What comes to mind is innovation you can rely on; innovation, reliability and
ease of doing business.
Kristie Anderson, Marketing Communications Manager, Eaton
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OBJECTIVE THREE: To gain insight about current and potential customers for
Eatons electrical business.
KEY FINDINGS: Eaton is expanding its customer base with the additions of
new technologies, media platforms, and training programs.
We will be announcing soon how the 9/11 museum is using Eatons
emergency communications system, a new capability that comes from the
Cooper acquisition. Its an overall solution thats helping customers
communicate more effectively.
Regina Perundik, Owner, Cobblestone Creative
Well be launching a new blog called thelightingresoruce.eaton.com.
Were starting it because customers often see applications but dont know
where to get the latest LED information and get the best solutions
aesthetically and financially.
Kristie Anderson, Marketing Communications Manager, Eaton
Eaton had a trend in working with airports to conduct retrofits for LED
lighting so we made an infographic to see why airports are switching to LED
and to highlight architectural features in airports settings.
Kelly Propst, Director of Strategic Accounts, Largemouth
Communications
We launched a mobile training experience kicked off in February. It is a
40-ft trailer with Eaton products. The program aims to educate customers on
co-compliance installations in harsh and hazardousenvironments. The trailer
is touring the country showcasing new products and solutions.
Mike Correll, Director of Marketing, North America, Eaton
We did a project with NRG renew. It was a solar project that involves the
entire breadth of Eatons products. Weve done a lot of things with this
customer since then.
Regina Perundik, Owner, Cobblestone Creative
OBJECTIVE FOUR: To gain insight about current and potential customers for
Eatons electrical business.
KEY FINDING: Eaton is comprised of experts and professionals passionate
about providing the best level of support and insight to customers around the
globe.
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Eaton has an extensive engineering support team that differentiates Eaton
and provides a level of insight and expertise. We have an expansive services
team that has resources around the globe. One of the things thats
notable is that we can help customers wherever we are; we really have
experts all over the world.
Regina Perundik, Owner, Cobblestone Creative
One thing I think is important is the level of passion and the culture Eaton
has to take care of the customer. What really sets us apart is the fact that we
have the best people and the passion and commitment that is what is going to
make a difference for the customers.
Gary Jennings, Director of Sales, Great Lakes District, Eaton
IMPLICATIONS
The focus group participants emphasized that Eatons key messages should reach
clients, but also go beyond that to reach the end users. Some keywords consistently
used in Eatons elevator pitch and mission statement to convey this message are
innovation, customer service, reliability and safety. The projects that Eaton is
currently working on are skewed toward to lighting sector because it has been the
easiest sector to visually represent, according to External Communications Manager,
Holly Mueller. This shows an opportunity to push key messages through by utilizing
the other sectors.
METHODOLOGY
Neo Classic PR conducted four interviews with primary publics. To identify these
influencers, we reviewed trade publications that Eaton has previously been
published in to find individual bloggers, conducted keyword searches to find blogs
mentioning elements of the seven capabilities and analyzed Eatons social media
channel audiences to determine people who share key social media insights about
the industry.
Further research will be done to determine other potential primary public interviews.
The interview process will be ongoing to ensure that we have exhausted all options,
and followed-up with interviewees we did not get an initial response from.
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KEY FINDINGS:
Part of our job is to go into those typically closed communities and open
them, at least to the extent that we can report salient information back to our
audiences.
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KEY FINDINGS:
Jessica gets a lot of information from a variety of companies about products and
services. She has an editorial relationship with a few particular companies,
and building this relationship is the best way to be featured on the website.
Its very helpful when companies provide their own content that they feel may be
of interest to Jessica. Stories that seem applicable to the TechDecisions audience
(emergency management decision makers at universities) can potentially be
published.
IMPLICATIONS
Most bloggers and industry experts said they gain information about the industry
through traditional sources. They attend conferences and trade shows to learn about
the newest products and technologies. Influencers also rely on information sent to
them by public relations professionals to create content. Neither bloggers nor
influencers depend on other non-traditional media sources to find content.
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Bill Buckbee and his department spearheaded the initiative to upgrade Kent
States mass notification system earlier this year.
KEY FINDINGS:
The last system felt overly complicated; people were under a lot of
stress when they went to use it. With the change, we wanted
something that would still look and sound familiar to the end user so
there would not be need for a lot of new education or new costs.
The decision about what products to add was made based on vendor
presentations and consultation with trusted contractors. Online media did not
play a role in the decision.
Ultimately we want something that has easy maintenance, is cost-
effective and is a good replacement of improvement on what we already
have.
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KEY FINDINGS:
The most important capabilities when it comes to mass notification
Kent used trusted vendors and references from contractors and architects
to choose the best products for its mass notification system. Online media
did not play a large role in the decision.
The problem is that theres so much online and so many claims, its hard to
sort through the good and bad information. A lot of times we have people
we trust say I heard about this and I think its a good product so its very
much word of mouth.
A demonstration from a trusted voice in the industry would be the ideal
channel for universities to receive information about mass notification
systems.
Social media is not used to research mass notification and safety products
for the airport. Most of the departments information is provided by AFA
circular updates.
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Attend conferences for airports and air safety, but not for mass notification
specifically.
Daniel Ivan, Manager of Access Control for the Safety & Security
Department at Cleveland State University
KEY FINDINGS:
Cleveland State uses two different types of systems for mass notification,
one for text, email and phone communication and one for wide-area
communications.
Cleveland State uses Campus Safety Magazine and ASIS to get information
on industry news.
IMPLICATIONS
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CLIENT INTERVIEWS
METHODOLOGY
Sandy Williams, Manager of Content & Strategy, Eaton
KEY FINDINGS:
Be sure to take the time to learn your clients business. Dont be uncomfort
able talking about financials.
One of Eatons bigger megatrends is with data centers (which are run by
electricity) There is room for opportunity here
Eric Franks, Vice President of Sales and Marketing for the Electrical
Sector, Eaton
KEY FINDINGS:
One of the goals is to help people who are designing for an owner get the
big picture, even if Eaton doesnt sell directly to them.
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KEY FINDINGS:
The acquisition has enabled Eaton to compete with the giants of the
electrical world.
The end of 2015 finalizes the integration period for Eaton, and the
company is still struggling to tell its new story to different types of media,
especially nontraditional.
The innovation campaigns for mainstream media and trade media have
been successful at increasing positive brand recognition through creative
storytelling and the microsite. The digital campaign strove to convince
decision makers to think of Eaton for new technologies.
Eaton has done so much with the new lighting sector already, it would like
to see expansion in other new categories, especially life & safety and
hazardous environments.
The consumers need to be educated that we are selling the same products
just with a different name.
IMPLICATIONS
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CLIENT OVERVIEW
Eaton is a power management company that provides energy-efficient products and
services to its customers to effectively manage electrical, hydraulic and mechanical
power more efficiently, safely and sustainably. Eaton has approximately 102,000
employees and sells products to customers in more than 175 countries.
In 2012, Eaton announced the $13 billion acquisition of Cooper Industries, an electrical
equipment supplier. This was the largest acquisition in Eatons 101-year history that
expanded its capabilities by broadening their portfolio of electrical products, services
and solutions.
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Before the Cooper acquisition, the electrical sector compiled about 35 percent of Eatons
business. After the acquisition, it now makes up about 65 percent.
The Cooper acquisition presented Eaton with the opportunity to tell a new story of
Todays Eaton that focuses on new innovation and capabilities of the following:
Utility Grade Power: The utility grade power sector encompasses power
management products. Due to the acquisition, the sectors success goes back nearly 60
years to when Cooper Power Systems was the first to design and sell the AWR
transformer, which became the industry standard. The PEAK transformer was created
by Eaton to provide increased overload capacity and a smaller carbon footprint.
Life Safety and Mass Notification: ALERiTY is a mass notification system that takes a
one button approach to operate as a system of systems. There are three parts to the
mass notification system; in-building, wide-area and distributed-recipient. The system
provides a web-based command console that is easy-to-understand for users and can
be accessed and monitored by responders anywhere at anytime.
Structural Support: The strut system supports a variety of commercial and industrial
applications including; overhead support grids, racking systems, panel stands and more.
Eatons B-Line series 4Dimension strut system saves up to 55 percent on materials and
saves up to 30 percent more time.
Fusible Circuit Protection: The CUBEFuse is Eatons fuse design that is so small in
size it can give engineers 70 percent more room, which can lead to reduced panel size.
This will leave more wall space for new enclosures and monitors.
Hazardous Environments: This sector provides electrical system protection solutions.
The ACE explosionproof VFD is an explosionproof enclosure with a heavy-duty blower
that provides constant internal airflow allowing the variable frequency drives (VFD) to
operate at temperatures of 50 degrees celsius.
Wiring Devices: This sector integrates USB charging outlets into wall receptacles. The
USB ports make a way to charge virtually any electrical component in a quick,
convenient way.
Lighting Solutions: This sector includes WaveStream, an integrated set of components
that allow LED lights to increase efficiency and decrease wattage consumption. It offers
a wide range of indoor and outdoor lighting fixtures from nine product families.
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MARKET INFORMATION
Lighting Solutions:
The lighting solutions market outlook looks very promising. LED lighting is expected to
show tremendous growth in the coming years. Big Market Research estimates the LED
lighting market to grow 45 percent annually and eventually reach $63.1 billion by the
year 2020. The LED lighting market was struggling early on. The costs were down and
the efficiency was better than incandescent light bulbs in the market but the strong glare
from the lights was holding it back. Another major reason according to Market Watch is
that LED lighting offers 50,000 hours illumination. With the construction market
beginning to rise again, LED lighting is on pace to eventually eliminate the use of
incandescent light bulbs.
Life & Safety Notification:
This capability of Eaton is showing tremendous growth in the market due to university
growth and construction. Enrollment at universities and colleges is continuing to
increase annually. Due to the increase in enrollment, safety systems and mass
notification systems (MNS) are trending upward. Security Info Watch (SIW) estimates
that student enrollment at universities will increase 14 percent from 2014-2022. This is a
major contributing factor to the need for MNS to be installed. Also, due to the
increasing size of freshman classes, construction on campuses will increase by 9
percent from 2014 to 2022 according to SIW. Finally, SIW concludes that at the higher
education level, deployment will surpass $267 million by 2019. These staggering
numbers will also lead to the increase of the mass notification market as a whole.
According to the report Mass Notification Market Global Forecast, the entire mass
notification market will be worth over $8.5 billion by 2020. Within the next five years the
market will double.
Fusible Circuit Protection:
According to the Freedonia Group, there will be an annual demand increase of 5.5
percent for circuit breakers and fuses. The market should reach $5.1 billion by the year
2017 according to the study.
Wiring Devices:
Today, specifically in the automotive industry, there are more electronic capabilities in
vehicles. This is driving the trend for wiring devices upward, specifically in North
America. The construction and residential industry also play a key role in the growth of
the wiring devices market. The accessibility wiring devices allows to operators is a major
advantage to the market. It continues to drive growth and with the spending of
consumers to increase annually, the wiring device market will follow in stride.
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Hazardous Environments:
Variable frequency drives, which are used in hazardous environments to endure
subject conditions is experiencing a significant market outlook. According to Steve
Ruddell, VFDs are seeking a growth rate of over 5 percent every year.
Utility Grade Power:
Electricity Transformers are expected to reach staggering numbers by the year 2017.
Globally, electricity transformers similar to PEAK transformers produced by Eaton are
expected to surpass $53.6 billion. Global Industry Analysts (GIA) predicts nearly 10
million units will be sold by 2017. A major factor contributing to the rise of this market
is due to the need for electricity in developing countries and the constant urbanization
worldwide. The market was strongly affected in 2008 and 2009 when the United States
faced an economic crisis. That has changed due to the increase in infrastructure and
construction of electric grids globally. The United States is the second most growing
market for electricity transformers through the year 2017.
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MEGATRENDS
Healthcare:
Healthcare and the aging population are two of the largest trends in Eatons industry.
The World Business Council for Sustainable Development estimates that around 1.9
million individuals each month become part of the 65 and over population. This will lead
to individuals aged 65+ to account for 1/5 of the total global population by 2020.
As the worlds population increases and continues to age, the demand for healthcare
facilities is rising. The U.S. Department of Energy reported that hospitals are among the
nations most complex and energy-intensive facilities. Hospitals use more that 2.5 times
the energy intensity and carbon dioxide emissions of commercial office buildings.
Last year, the U.S. Department of Energy announced the launch of the Hospital Energy
Alliance, an industry-led partnership to promote the integration of advanced energy
efficiency and renewable technologies in hospitals.
Mass Notification in Healthcare:
According to Healthcare Facilities Today, Healthcare organizations are increasingly
starting to use mass notification systems that were originally intended for crisis
situations, to get information to all parties as quickly as possible using multiple
platforms. These systems have the ability to accelerate code-calls and operational
communications. There is potential for systems to be used to fill shifts with qualified
staff. One example, is a hospital using its mass notification system to assign nurses to
the Emergency Department. According to Eaton, hospitals can use its mass
notification system to operate: employee notifications, emergency signaling and security
alerts, personnel callbacks, community alerts, joint commission compliance, and
emergency management.
Universities:
Energy and Education is a second trend in Eatons industry. The International Energy
Agency predicts that by 2050 the global demand for energy in buildings will increase by
up to 60%. Energy Star reported that primary and secondary schools spend $6 billion
annually on electricity. The average Energy Star score achieved by schools is 67 out of
100. Energy Star surveyed 55, 019 academic properties in the U.S. alone.
The National Clearinghouse for Educational Facilities reports that mass notification
needs to be a high priority in education institutions. Emergency notification systems
(ENS) have become essential in universities since the 2007 Virginia Tech shooting.
Mass Notification in Universities:
A review board created by Virginia Governor Timothy Kaine found that at the time of the
Virginia Tech shootings the university had an email notification system that could send
only 10,000 alerts per minute.
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It was still in the process of installing a text message alert system. One of the major
controversies surrounding the event was the timing and content of emergency
messages sent to students and staff. Following the tragedy, Virginia Tech installed a
multimedia notification system that could be sent from anywhere with a wifi connection.
Campus-wide alert systems were installed in several other universities following the
event to ensure that in a crisis situation messages could be sent instantly to everyone at
risk. These systems were used immediately following the Virginia Tech shooting in the
2008 shooting at Northern Illinois University and the 2010 Virginia Tech stabbing.
Multiple campus incidents have occurred since then to show the need of ENS. The top
priority for mass notification is to communicate across multiple platforms without
requiring recipients to take active measures to hear your messages. As of October 9,
there have been 23 college campus shootings in 2015.
Airports:
Arora Engineers, Inc. reports that the majority of Class 1/Large Hub airports host
50,000-200,000 occupants a day. Controlling the movement of these occupants,
especially in crisis situations, is paramount to reducing the potential panic and
catastrophe.
Phoenix Sky Harbor International Airport is one of the top 10 busiest airports in the U.S.
with more than 100,000 passengers a day. The airport strives to stay current with airport
industry trends and recognized the need for on-the-go charging capabilities. The airport
tried using kiosks, which quickly became overcrowded. The airport then changed to USB
charging outlets.
According to Daily News, there is current conversation among traditional and nontraditional media outlets promoting the integration of using mass notification systems into
airports.
Most airports host 50,000-200,000 people on an average day, and for most, it is the first
time they have ever been to the facility and are unaware of what to do in emergency
situation. If airports have the ability to control the movement of visitors, then the
potential for chaos and panic is greatly reduced. In order to reach each visitor in the
facility, a clear and concise message must be delivered through audible, visual and
graphic methods.
Mass Notification in Airports:
Many major airports have emergency systems in place, but are not fully integrated,
causing the flaws in emergency situations. The facility may have a fire alarm system,
public address system and textual informational system, but are not interfaced into a
complete mass notification system. A fully-integrated, well-designed system will improve
human response time immensely and reduce possible loss of life.
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Appendix C
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COMPETITION
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EATON ELECTRICAL
ABB:
ABB is global power and automation technologies corporation. It produces solutions to
improve the efficiency, productivity and quality of operations while minimizing
environmental impact. ABB focuses on creating innovative products and technologies to
drive modern society.
Social media:
Facebook- 374,785 likes
LinkedIn- 543,106 followers
YouTube- 9,722 subscribers
Twitter- 110,000 followers
Google+- 6,462 followers
Blog- ABB Blog
Content: ABBs social media content focuses on storytelling, awards and global
success stories. The company uses its social accounts to position itself as a global
leader in the industry. The key audience appears to be B2B sources, however there
are stories that would appeal to engineers in general. The content changes
depending on the social media platform. For example, some of the posts ABB shares
on its Twitter account do not appear on its Facebook page. This suggest that ABB is
actively tailoring its messages to fit its audiences.
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Acuity:
Acuity Brands Inc. is a North American market leader in lighting solutions for indoor and
outdoor applications. Its lighting solutions cover both conventional fixtures and advanced
solid-state technology that integrate with powerful digital controls and daylighting. Acuity
products aim to become more energy efficient and provide a higher quality of light.
Social media:
Facebook- 1,817 likes
Instagram- 192 followers
LinkedIn- 10,904 followers
Twitter- 3,116 followers
YouTube- 254 subscribers
Content: Acuitys social media content contains success stories, pro tips, job
openings and conference/ convention attendance updates. A lot of the posts are
purely advertisements in status form. The intended audience appears to be B2B
clients, specifically those attending trade shows. Acuitys content is consistent across
platforms; it does not vary based on the social media channel. LinkedIn and
Instagram are the channels with highest levels of engagement.
Emerson:
Emerson is a technology and engineering corporation that focuses on industry-leading
technology and investing globally. Emerson is currently celebrating its 125th
anniversary and like Eaton is producing a campaign on what is next for the company
and how it has evolved.
Social media:
Facebook- 35,946 likes
Twitter- 9,804 followers
LinkedIn- 167,935 followers
YouTube- 2,779 subscribers
Blog-Emerson Network Power
Emerson has launched multiple social media campaigns recently. One campaign
focused on the pride Emerson has in its employees and its innovative plans for the
future. The next plans focused on Emersons corporate-social responsibility, It posted
several stories about its partnerships with STEM, local charitable organizations and
government connections made to help combat climate change. Currently, its social
media channels seem to target engineers as it is looking to hire. The level of
engagement is low on all platforms except LinkedIn. There are not many comments
but there is a significant increase in likes when compared to other platforms.
Appendix D
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MONITORING REPORT
METHODOLOGY
Conducted a content analysis in both quantitative and qualitative forms that compares
Eatons electrical business use of owned and earned media to two competitors. The
social media analysis reviews data from Eaton Electricals posting between August 28,
2015 and September 24,2015. The Google Alerts analysis monitors daily alerts between
September 4, 2015 to October 4, 2015.
This analysis uses Eatons website, Google Alerts, Fanpage Karma, FollowerWonk and
individual social media platforms.
Fanpage Karma offers a dashboard of analytics for company profiles including follower
counts, engagement rate and post types, frequency and times. Using this tool, Neo
Classic PR recorded values from data over the course of one month and developed
implications based on the findings. Similarly, FollowerWonk creates numerical
comparisons of company profiles. This information was used in the competitive analysis.
The sample includes Eaton, Emerson Network Power and Acuity.
tED Magazine
516 Mentions
tED Magazine
Electric,
Light & Power
LEDinside
Electric,
Light & Power
104 Mentions
LEDInside
72 Mentions
Stocks: 21 articles
Unrelated:
Company
press: 5 articles 3 articles
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IMPLICATIONS:
Eaton primarily uses pictures and links to share updates on Facebook. In terms of social
media engagement, there is a general consensus among researchers and influencers
that posts perform better when pictures are used, and this reflects in the average likes
above. The inconsistency of Eatons posts is show in the bar graph above, with a rather
high number of five posts added in one day. Lack of scheduled social media posts or a
content calendar tends to decrease post engagement, and also make it difficult if not
impossible to gauge what content is most meaningful to Eatons audiences. A social
media content plan is something the company should consider to garner more
interaction.
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@ETN_Electrical mentions and metions of Eaton and Electrical primarily come from
Percent of Timeline
Retweets
Tweets (no @)
@ Contact tweets
07 08 09 10 11 12 13 14 15 16 17
Day
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Implications:
The Types of Tweets from @ETN_Electrical over a Two-Week Period shows that
Eaton primarily uses tweets with no @ contact and rarely retweets content.
While mentions and retweets should not dominate the page, Eaton is missing out on an
important element of conversation with taking advantage of these things. One suggest
would be for Eaton to retweet content produced by employees who, as noted above, are
very active on Twitter. A retweet of this outside yet relevant content would lead to more
impressions across Twitter (meaning, the number of people who had potential to view
the tweet) and ultimately more engagement.
Engagement rate is calculated by dividing the number of followers by Eatons overall
impressions. At a rate of 9 percent, Eaton has much opportunity to grow and increase
its number of impressions. The social authority score shows that Eaton does fairly well
with retweet rate in relation to followers. To increase this number even more, Eaton can
focus on creating more creative and anecdotal content that would give more potential for
retweets.
Qualitative Analysis
Eatons website includes an online newsroom with both owned and earned media
coverage. The owned media is in the form of press releases and earned media is digital
media coverage. The press releases highlight projects Eaton is working on with partners
including cities, airports, conferences and so on. Eaton also has owned media presence
with Facebook, Twitter, LinkedIn and YouTube.
Earned Media
Based on a content analysis of Eatons online newsroom, the three main stakeholders
that are posting content about Eaton are tED Magazine, LEDinside and Electric, Light
& Power website. A keyword search for Eaton on tED Magazines website shows that
the corporation has 516 mentions, however, the latest mention dates back to June 2015.
Since 2012, a major theme among the stories Eaton is mentioned is the Cooper
acquisition. A mirrored keyword search on LEDinside produces 72 search results for
Eaton, but in this case, the articles maintain a steady flow of almost weekly updates of
Eaton. A keyword search on Electric, Light & Power produces 104 mentions of Eaton,
with the most recent being September 3, 2015.
An in-depth content analysis of earned media shows that Eaton is predominantly
mentioned for projects including LED lighting, WaveStream and electrical solutions.
We began by tracking Google Alerts using the keywords Eaton Corp, however; Holly
informed us that the company strives to be referred to as just Eaton. The alerts were
edited to search for Eaton Electrical, for this campaign.
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Primarily, Google Alerts showed results that were not relevant to the research, for
example, Eatons stock information.
With the keyword change from Eaton Corp to Eaton Electrical stock updates were still
prevalent, however, other stories surfaced.
The keyword adjustment also added noise to the Google Alerts channel, with alerts
about people in the news with the last name Eaton.
Overall, earned media mentions have remained consistent in that they highlight Eatons
LED lighting solutions and are among three top media sources. One of the key themes
mentioned in many of these stories is Eatons work with airport lighting, (ex. Detroit
Airport and Los Angeles International Airport.)
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Further analysis shows that Eaton does well with responding back to Twitter
mentions in a timely fashion. Many of its mentions are from other businesses, not
many are from people. This is seemingly because Eaton is primarily a business to
business company, however, our goal will be to increase engagement among
specific people in our key publics. Overall, Eatons Twitter following is a much
broader audience outside of Eaton employees, so there is room for opportunity.
Insights and suggestions
Incorporate consistent use of hashtags | Hashtags play a big role in spreading
content on Twitter and inviting interaction. Eaton could really get creative with a
hashtag delegated to each of the seven capabilities. These hashtags could create
different conversations about the new capabilities as well as providing a way for online
influencers to easily access the conversations.
Much of Eatons content is things that the company itself is tweeting out, rather than
retweets or mentions | Retweeting content from thought leaders or people who
mention Eaton will drive more Twitter impressions. Additionally, mentions are a great
way to drive conversation.
Most of the mentions of Eaton are from employees particularly the same few people
| Creating more compelling content can entice publics outside of Eaton employees to
interact with and share content.
Owned Media: LinkedIn
Eaton Electrical has a LinkedIn showcase page with 3,601 followers. An initial look at
the main page shows that the company receives interaction primarily through likes. The
posts gain an average of nine likes each. (ADDITIONAL RESEARCH--topics, whos
liking?)
Owned Media: YouTube
It appears that Eaton has a main YouTube page for all of its sectors, however, there are
also subpages, one of those being lighting. There seems to be a lack of consistency in
the fact that Eaton has Twitter, Facebook and LinkedIn pages dedicated to Eaton
Electrical, yet a YouTube page only dedicated to lighting. The channel has 382
subscribers and posts videos showcasing its different indoor and outdoor lighting
solutions totaling to just under 49,000 views.
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Insights
Of the three Facebook profiles, Emerson Network Power has the most likes and
highest engagement rate
Over a month period, posts earned an average of 12 likes and 2.6 shares each.
While there can only be speculation about why the company is performing this way,
one reason may be because of the consistent flow of posts which appear to be on
a content calendar. Additionally, the likes are shaped by topics, most popular being
company awards and product content presented in an infographic.
On Twitter, Eaton, Acuity and Emersons social authority score are 42, 38, and 44
respectively. This shows a Twitter users influence based on retweets, activity and
follower count.
Acuitys content is primarily text, with no use of branded hashtags, but of general
hashtags (ex. #LED, #Engineer, #Jobs)
Emerson rarely incorporates pictures into it tweets, and this is reflected in the low
overall retweets and favorite rate
Acuitys Facebook page often incorporates infographics, and the primary content
topic is the companys conference appearances
CONCLUSION
Overall, Eaton has a good base on its social media channels, leaving room to expand
and grow. The biggest issues the profiles seem to face are engagement. As noted
above, much of the engagement on Facebook and Twitter in terms of likes, shares,
comments, favorites and retweets come from Eaton employees. While it is great that
employees are interacting and helping to energize the social media pages, interaction
with key stakeholders and customers will be important for Eaton to garner. Along those
lines, Eaton should strive to gain active interaction. While likes and shares are good,
they are both passive and do not generally lead to conversation. Interactions such as
comments and retweets hold more weight when it comes to connection with Eatons
publics.
Eaton generates a good amount of earned media, however, the stories that showcase
the company do not come up often in Google Alerts. Many of the articles deal with
Eatons share in the stock market. Targeting nontraditional media for this campaign will
be especially important for this expose. Google Alerts also include blog posts, so more
discussion of Eaton in the blogosphere overall can improve these Google results.
Compared to the competition, Eaton has a fairly large following, yet lower engagement.
There is much opportunity for Eaton to look to competition for things that could be
incorporated into a social media campaign, for example, infographics or videos.
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APPENDIX
FOCUS GROUP DISCUSSION GUIDE
September 23, 2015, Eaton Headquarters
*Note: We did not have time to get through all questions listed in the discussion guide
due to the large number of focus group participants. Some questions were asked out of
order to address the topics of priority. The questions that were asked during the focus
group are starred above.
Introduction
Thank you all so much for joining us. We are from Kent State University and for our
senior Public Relations Campaigns class, Eaton has tasked us with telling the story of
Todays Eaton, specifically through the use of non-traditional media.
Housekeeping Items
In order to keep the conversation flowing smoothly, please say your name before
speaking so that we can make sure only one person speaks at a time.
We will be taking turns moderating the conversation. First youll be hearing from team
______, then team _______ and finally team ____.
There will be an activity where we ask you to create a short list. Please have a paper
and pen or a document open on your computer to record your answers.
Add consent form info for recording
Group Introduction
Id like to start by having each of you introduce yourself and tell us:
Your Name
Job Title
How long have you been working with Eaton?
Highlight your role in providing counsel
Objective One: To learn how Eatons business objectives connect to increasing
understanding of Todays Eaton among nontraditional media influencers
How would you describe Eatons business objectives? How do these objectives
connect to an increased understanding of Todays Eaton?
If we asked you to develop a 30-second elevator speech to explain Eatons new
capabilities to customers what would you say?
Now, tell them to prepare a sheet or document for the three-words activity.
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Objective Two: To obtain the key points and language necessary to help us create
a narrative on what the new sectors/capabilities mean for Todays Eaton
Now it is time to pull out a sheet of paper. I want you to take a few moments to think of
a few words that come to mind when you think of Todays Eaton. In a couple minutes, I
would like each of you to share your words and explain why you chose them.
What are the current key messages communicated to news media and/or
customers?
Is there a project right now that you are really excited about? (direct toward sales
and marketing)
What online media do you access to gain insight for your job and the industry?
What megatrends and/or issues would you like to see Eatons electrical sector focus
on in the next six months? Opportunities to grow?
What are some top trends and issues in Lighting Solutions? Utility Grade Power?
Life & Safety Notification? Structural Support? Fusible Circuit Protection? Hazardous
Environments? (depending on the source)
Objective Three: To gain insight about current and potential customers for
Eatons electrical business
How do you define a customer profile in the electrical sector?
Objective Four: To increase understanding of how Eatons electrical business
differs from its competitors and Eatons market position among competitors
What is your key market segment in the U.S.?
In your opinion, who do you think is Eatons biggest competitor for each capability?
Why?
How do you obtain information to help you with your job? Who are your influencers in
your field?
What does success for Eaton look like to you?
Closure (Ask if there are any final questions or comments. Thank you.)
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REFERENCES
Appendix A
Expanding our products. Expanding our thinking. Energizing your business. (n.d.).
Retrieved November 19, 2015, from http://www.eaton.com/CJE/energizing/index.
htm?ssSourceSiteId=Eaton
Appendix B
LED Lighting Market to Register Strong Growth. (2015, April 7). Retrieved September
26, 2015, from http://www.prnewswire.com/news-releases/led-lighting-market-to-register-a-strong-growth---big-market-research-498890511.html
Mass Notification Market Worth $8.57 Billion by 2020. (2015, May 25). Retrieved September 30, 2015, from http://www.prnewswire.com/news-releases/mass-notification-market-worth-857-billion-by-2020-504892801.html
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Technology Outlook: Mass Notification on Campus. (2015, August 12). Retrieved September 28, 2015, from http://www.securityinfowatch.com/article/12093742/technologyoutlook-mass-notification-on-campus
Circuit Breakers and Fuses, Demand and Sales Forecast, Market Share, Market Size,
Market Leaders. (2014). Retrieved September 25, 2015, from http://www.freedoniagroup.com/Circuit-Breakers-And-Fuses.html
Automotive Wiring Harness Market - Global Industry Analysis, Size, Share, Growth,
Trends and Forecast 2015-2021. (2015, June 16). Retrieved September 26, 2015, from
http://www.prnewswire.com/news-releases/automotive-wiring-harness-market---globalindustry-analysis-size-share-growth-trends-and-forecast-2015--2021-300100286.html
Global Electricity Transformers Market to Reach US$53.6 Billion, and 9.7 Million Units
by 2017. (2011, October 1). Retrieved September 25, 2015, from http://www.prweb.com/
releases/power_transformers/distribution_transformers/prweb8846343.htm
New Technology Trend in VFD Market. (2015). Retrieved September 26, 2015, from
http://www.vfds.org/market.html
Appendix C
Gray, Robin Hattersley. (2014, August 1). Mass Notification Survey Highlights Purchasing Trends in Healthcare and Education. Retrieved from http://www.campussafetymagazine.com/article/mass_notification_survey_highlights_purchasing_trends_in_healthcare_and_edu
Arora, R. (2006). Sound the Alarm! Integrating Mass Notification Systems in Airports.
Retrieved September 21, 2015, from http://www.aroraengineers.com/pdf/ACC_Airports_
Article.pdf
Gazzar, B. (2014, March 18). LAX review finds inadequacies in airports warning systems, mass communication. Retrieved September 18, 2015, from http://www.dailynews.
com/general-news/20140318/lax-review-finds-inadequacies-in-airports-warning-systems-mass-communication
Mass Notification Systems Can Aid Overall Hospital Communications. (2013, August
6). Retrieved September 29, 2015, from http://www.healthcarefacilitiestoday.com/posts/
Mass-notification-systems-can-aid-overall-hospital-communications-Information-Technology--1774
Megatrends. (2015). Retrieved September 18, 2015, from http://www.eaton.com/Eaton/
OurCompany/ThePowerofEaton/Megatrends/index.htm
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Phoenix Sky Harbor International Airport Installs USB Receptacles. (2012). Retrieved
September 29, 2015, from http://www.leviton.com/OA_HTML/SectionDisplay.jsp?section
=63849&minisite=10251
Report of the Virginia Tech Review Panel. (2007, August 31). Retrieved November 19,
2015, from https://governor.virginia.gov/media/3772/fullreport.pdf
Schneider, T. (2010, July 1). Mass Notification for Higher Education. Retrieved September 29, 2015, from http://www.ncef.org/pubs/notification.pdf
These Are All the College Campus Shootings in 2015. (2015, October 9). Retrieved
November 19, 2015, from http://time.com/4058669/northern-arizona-university-schoolshootings-2015/
Appendix D
About ABB. (n.d.). Retrieved September 18 19, 2015, from http://new.abb.com/about
About Us. (n.d.). Retrieved September 18, 2015, from http://www.acuitybrands.com/
about-us
About Cree. (n.d.). Retrieved September 18, 2015, from http://www.cree.com/AboutCree
About. (n.d.). Retrieved September 18, 2015, from http://www.emerson.com/en-us/
AboutUs/Pages/about.aspx
Company Profile. (2015, March 25). Retrieved September 18, 2015, from http://www.
usa.philips.com/about/company/index.page
Company Overview. (n.d.). Retrieved September 18, 2015, from http://www.rockwellautomation.com/global/about-us/company-overview.page
Company Profile. (n.d.). Retrieved September 18, 2015, from http://www.schneiderelectric.com/ww/en/about-us/company-profile.jsp
About Siemens. (n.d.). Retrieved September 18, 2015, from http://www.siemens.com/
about/en/
Who Is Everbridge? - Everbridge.com. (n.d.). Retrieved September 18, 2015, from
http://www.everbridge.com/company/about-us/
Rave Mobile Safety-Company. (n.d.). Retrieved September 18, 2015, from http://www.
ravemobilesafety.com/company/
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