Building brand awareness for a leading fire truck manufacturer
Rosenbauer America, a prominent manufacturer of fire engines, faced significant challenges in 2021. Despite being well-regarded by those familiar with the brand, Rosenbauer struggled with brand awareness in the North American market. Past issues in product quality and customer service had also negatively impacted their reputation. The primary objectives were to reinvigorate the Rosenbauer brand, increase brand awareness, solidify its reputation, share key messages, and convert non-customers into loyal customers.
The Actions
Linnihan Foy devised a comprehensive marketing plan focusing on brand research, strategic messaging, and innovative design. Key actions included:
Brand Research and Strategy: Conducted interviews with key stakeholders and partnered with Clarion Fire & Rescue Group to distribute an unbranded survey to fire industry members. Insights from these efforts informed the 2021 marketing strategy.
Print Advertising: Launched a distinctive “red-on-red” campaign, which stood out starkly against competitor ads. The campaign featured engaging copy and visually striking designs.
Digital Advertisements: Created a variety of digital ads and emailers supporting Rosenbauer’s key product lines. Organized highly successful webinars focused on pumpers and aerials, surpassing Clarion’s average engagement metrics.
Paid Media Execution: Implemented a pre-determined media spend strategy with industry publications.
Collateral: Developed collateral materials featuring the red-on-red design and updated messaging.
Dealer Marketing: Engaged with Rosenbauer’s dealer network through various projects, including the development of an online dealer portal.
Public Relations: Executed a robust PR campaign, drafting and distributing press releases, securing over 827 million impressions, and gaining national media coverage, including a story on CNN.
Website: Conducted a website audit and SEO analysis, reviewed competitor sites, and outlined the needs for Rosenbauer’s updated website.
The Results
The 2021 marketing initiatives led to a remarkable turnaround for Rosenbauer America. The brand’s awareness and perception improved significantly. Key achievements included:
Print and Digital Campaigns: The red-on-red campaign and digital ads effectively differentiated Rosenbauer from competitors, increasing visibility and engagement.
Webinars: The webinars far exceeded average engagement metrics, highlighting Rosenbauer’s expertise in the fire apparatus industry.
Public Relations: Secured over 827 million impressions and national media coverage, reinforcing Rosenbauer’s reputation and credibility.
Dealer Engagement: Strengthened relationships with the dealer network, paving the way for continued collaboration and support.
Overall, Linnihan Foy’s strategic and creative efforts successfully reinvigorated the Rosenbauer brand, setting the stage for continued growth and success in 2022.
