Long-term Dupré Logistics PR retainer provides return on investment

CHALLENGE:
Following its successful rebranding campaign, Dupré Logistics wanted to take the next step in its PR efforts — by increasing its national presence. Dupré wanted to nationally highlight accomplishments such as its expansion into the Birmingham and Colorado Springs markets; use of innovative technology like predictive analytics and an electronic log system; and the many awards the company has received for excellence in safety. Unfortunately, Dupré’s in-house public relations department did not have the resources necessary for the push.

STRATEGY:
BBR partnered with Dupré Logistics by establishing a PR retainer. This would allow the client to share consistent news with its publics throughout the year while positioning Dupré as a reputable source for logistics-related industry news. BBR strategically released news three to five times per month on behalf of the client. Along with the establishment of relationships with trade publications, BBR created and maintained media lists for the local terminal sites of this national company.

POSITIVE OUTCOME:
In a five-month period, the PR retainer has generated consistent coverage in markets nationwide and in trade journals. Over the course of the retainer, the partnership with BBR’s PR department has generated 40 stories running in 25 media outlets, providing a PR value of $775,552 for Dupré Logistics.

 

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