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the situation

A legacy commercial lighting manufacturer aimed to transition to LED technology around its landmark 70-year anniversary. We turned this milestone into a year-long initiative that would unite employees, distributors, and specifiers around a modern brand identity as an LED innovator.

PROBLEM

Market perception lagged behind reality: many customers still associated the company with fluorescent products, not future-forward LED solutions. That misalignment depressed stocking orders, hindered channel preference and left the company fighting for share against better-known LED innovators. Internally, limited bandwidth for content creation and a lack of clear thought-leadership themes made it difficult to articulate a consistent narrative across audiences.

SOLUTION

To shift perception from legacy fluorescent brand to LED authority, we built a 12-month, milestone-driven campaign that wove the 70-year celebration into every PR strategy and tactic.


  • Anniversary-as-Anchor Storyline:  We crafted a unifying message around the brand's LED leadership and scheduled regular news updates pegged to it. Each new announcement was strategically timed to maximize coverage volume and keep editors coming back for updates.


  • Channel & Partner Amplification:  We developed co-branded case studies with top electrical distributors and ESCO partners, then pitched them jointly to top trade media and regional business journals in key partner markets. Shared credit widened the net for pickup and pushed more stocking orders through partner networks.


  • Aggressive Award Entries:  We mapped every major lighting and construction award calendar, tailored  entries based on specific host criteria, and secured finalist or winner status in multiple programs, including the Electrical Distributor's “Best of the Best.” Third-party validation gave GTM teams proof points to reference in prospect and client calls.


  • Employee Storytelling Toolkit:  We provided “Campaign-in-a-Box” assets, which included social media copy, anniversary badges, and fact sheets. This allowed plant workers and sales representatives around the world to post, present, and celebrate effectively. As the earned achievements accumulated, internal pride increased, resulting in thousands of organic impressions and an increase in referral leads.


  • Always-On Earned Media Pipeline: Keeping a constant eye on industry trend hooks (tech innovations, energy codes, supply-chain resiliency, etc.) we proactively secured opportunities and matched executive spokespeople to the ones that could best use their expertise, ensuring the manufacturer was the first (and often only) LED voice quoted in industry news.


RESULTS

This PR strategy maintained media attention and revenue throughout the year, turning a single anniversary date into a powerful driver of both media attention and revenue.


  • LED stocking orders increased by 217%, directly linking the anniversary campaign to bottom-line growth.


  • Cost-per-thousand impressions (CPM) dropped 32% YoY.


  • Media placements climbed 79% YoY, while impressions surged 279%, placing the brand at the center of key conversations about the industry-wide shift to LED.


  • More than 300 earned media placements—nearly five times the previous year’s total—cemented the manufacturer as a modern lighting innovator and a trusted voice shaping the future of commercial LED solutions.


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