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PR OUTREACH AND EVENT STRATEGY/EXECUTION
Company – Bombardier Motor Corporation, Outboard Engine Division – Sturtevant, Wisconsin

WHAT THEY SAID:
We need to re-introduce the bankrupt brand under new ownership.  It’s important that we instill confidence in the brands, build a distribution network and start talking to the public again. 

SO WE SAID:
Launch an all-out, no-holds-barred PR Outreach Program with brand ambassadors from every department in the company.  Amp up the internal staff and then take that energy on the road.   The Evinrude/Johnson “A NEW DAY DAWNING” events were launched:  22 regional dealer meetings in Canada and the U.S. over a four-week time period to a network of 2,500 dealers. Events included:   logistics coordination with banquet and event facilities and marina facilities where available; coordinating dealer invitations and travel for each city; creation of marketing materials including press kits, brochures, development of original theme song, swag, and PowerPoint presentations for executives.

AND THEN:
The company received a phenomenal 60% attendance rate at each of the 22 cities, which fueled the attending dealers to sign with the company.  Final numbers – Almost a 100% success rate with attending dealers.  And by the way- we reached over 18 million people through public relations efforts which included networking with our media contacts to print hundreds of magazine and newspaper articles nationally.

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