Situation:        Clark-Reliance has been a respected manufacturer of instruments, controls and boiler trim for well over 100 years.  During this time, Clark-Reliance expanded its product offerings by acquiring a number of high quality lines including Jerguson, Jacoby-Tarbox, Magne-Sonics, National Filtration systems and HYCOA.  Today, Clark-Reliance professes to have three separate groups:  Instrumentation and Controls, Filtration, Lubrication and Hydraulic. 

Objective:     

1. Determine the best corporate name for Clark-Reliance among its numerous product names.
2. Create an integrated marketing communications plan to promote the new Clark-Reliance and its three groups.

Strategy:

1. Conduct an online survey among the readers of PLANT SERVICES, PROCESSING AND CHEMICAL PROCESSING to compare the awareness and preference levels for Clark-Reliance product lines.
2. Use media relations, trade show PR and product publicity to establish the new corporate identity.

Execution:

1. The research indicated that Clark-Reliance had the highest level of awareness and preference among respondents from the major companies in Clark-Reliance’s customer industries.  A refreshed logotype was developed to indicate a change in direction.
2. The Clark-Reliance product publicity/product relations program concentrated on articles in a broad cross-section of trade journals. 

Results:        Clark-Reliance has successfully established its three marketing groups. In addition, the company generated over three times their investment in publicity in advertising equivalency.  Sales in 2004 were 10% greater than in 2003.