Situation:      Eriez Magnetics is the world authority in magnetic separation equipment and, in fact, is the creator of the category. Their equipment is sold in as many as 70 separate markets. However, increased competition and tough market conditions left sales flat and margins dipping. Eriez decided to engage a public relations firm to embark upon aggressive product publicity, media relations and trade show public relations campaigns to change “the world authority” to “recognized as the world authority.”

Objectives:	Obtain 70 placements
	Increase sales leads
	Place 4 to 6 feature articles
	Produce ad equivalency of $100,000 to $120,000
	Help increase Eriez sales

Strategy:        SBC approached significant trade media in over 80 markets to determine their editorial needs and then developed publicity to meet those needs.

Results:	Over 100 article placements were secured.
	Eight feature articles appeared.
	Did-U-Buy Study.  Used 100 public relations random sales leads to measure the effectiveness of the leads.
	Ad Equivalency reports.  SBC converted the publicity exposure generated to what it would cost to purchase the equivalent size ad. More than $150,000 in ad equivalency was generated.
	PR sales leads surpassed the previous year by 30%.
	Total sales exceeded the prior year by over 14% – the ultimate measure of success.