Samuel Packaging Systems

Earned Media Strategy Connects with Local Communities

The Challenge

Samuel Packaging Systems manufactures and supplies a broad range of steel and plastic strapping, hand tools, edge protection, stretch film equipment and consumables, as well as standard and custom-engineered unitizing equipment. The company wanted to deploy an earned media strategy to showcase the growth of its regional plants and the important roles they play in the surrounding communities.

The Approach

Samuel worked with The Simons Group on marketing specific initiatives in the past, and has since turned to us for our public relations expertise. We understand the unique role each Samuel plant has in its local community and how to share that message through local media outlets.

The Simons Group and Samuel developed a process that allows each regional plant to receive coverage and recognition on a rotational basis. We created an earned media strategy for each plant that addressed unique opportunities for executives and employees to tell Samuel Strapping’s story directly to reporters and editors through telephone calls, in-person interviews, plant tours and other prearranged activities.

The Tactics

Earned media strategy: The first step in gaining earned media publicity is to create an earned media strategy. The Simons Group began by interviewing each plant’s manager to learn about each location’s highlights and achievements. Following each interview, we crafted a succinct plan with suggested high-level talking points, media targets and internal valuators.

Media relations: We worked with the identified media targets to publish Samuel stories that highlight the company’s capabilities in a consistent and trustworthy manner. We reached out to editors on behalf of the company and coordinated directly with the journalists to arrange interviews.

The Results

The Simons Group gained earned media placement and positive coverage for Samuel for each plant feature that we promoted to the media. Our client is happy with the results we have achieved so far, and looks forward to future collaborations. We also help keep their employees connected with an employee newsletter, break room presentations and more.

“The (Heath Plant) story in the Newark Advocate was a huge success. Everyone in our organization – especially at the Heath Plant – was thrilled with the story and can’t stop talking about it. Thanks to your team for pulling this together. I would like to duplicate this for our plant in Fort Mill, S.C. Thanks again for an outstanding job.”

– Mark Rittmueller, Samuel Strapping Systems