Anxious to get a first look at the newly completed Lely Park in Pella, Iowa, it was imperative that the media had access to events, spokespeople and compelling story angles surrounding the grand opening. Considering all parties involved, AKC developed a media and messaging strategy that would highlight the new campus as well as provide access to Lely company leaders and customers at the event.
With carefully laid out media logistics and photo opportunities throughout the grand opening, as well as scheduled time for interviews, AKC Marketing ensured that national ag and local media had the necessary resources available to properly cover the monumental event.
AKC Marketing designed, managed and staffed the event to showcase the Lely Park campus and business complex. Media were seated in special area that would allow them to take photos during the ceremony and obtain audio. Following the ceremony, media were able to tour the complex with Lely officials to obtain photos and had time for one-on-one interviews of company leaders.
In addition to the thousands of guests who attended the event, many top national agricultural publications as well as ag broadcasters and local media covered the event.
Eight outlets, including Hoards Dairymen, Wallace's Farmer and the Iowa Farm Bureau Spokesman wrote stories about the Grand Opening.
Between social media and reporter outreach, more than 360,000 people were informed about the Grand Opening.
Through media outreach efforts, eight stories were generated resulting in the equivalent advertising value of $3,500.
