American Honda Motor Company Power Equipment
The challenge: Launch the Honda HRX, the most technologically
advanced lawnmower in the world. We advised our client
that because Honda has earned its reputation for technological
and environmental innovation, it needed to position the HRX
as a cutting-edge technology product to provoke curiosity and
interest and transcend the staid lawnmower category.
The communications teams designed an atypical logo and high-tech
marketing, advertising and press materials in hard copy, on
CD and on the Web site. We brought in a scientist as spokesperson/advisor
to the campaign and byliner for some of the press materials.
We launched the product at an elaborate press event/demo held
one day prior to the year’s largest outdoor power equipment
trade show. We teased the launch with a pre-event e-mail and
snail mail campaign. After the event, we followed up by distributing
electronic and cleverly packaged hard copy press kits to all
of the targeted media outlets and pitching the technology and
environmental aspects of the story.
Results:
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The HRX is being covered favorably by major business and
trade outlets, including Consumer Reports, NBC’s Today Show
and a number of lawn, garden and outdoor publications.
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The HRX launch won a 2004 MAX Award for excellence in marketing
from Georgia State University and the Atlanta Business Chronicle.
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Even though the HRX has one of the highest price points
in the segment, initial production sold out early in the
season.
Comments:
Congratulations to all of you for your contributions to this
rating and review in one of the most important consumer publication
in North America. Yes, a lot of credit goes to the development
team, no doubt, but unless the product and its associated information
is communicated effectively to the media, nothing will come
of it. J. Addams & Partners and the Honda PR Team did the legwork,
wrote the copy, produced the press kits and events -- doing
what PR pros are supposed to do, and it paid off. Kudos to all
of you.
Kurt Antonius, Senior Manager, Public Relations
American Honda Motor Co., Inc.
Probably the most impressive press kit I've seen in a long
time and I see a bunch of them. Assume you had a lot to do with
that? Very well done...and very complete. Will likely show it
to my JRN 450 class at Central Michigan University-- public
relations writing. I teach PR/Journalism there.
Ed Hutchison, spring garden editor, Associated Press
Can you also pass on a complement to the press release author?
I must see a dozen of these a week from everything from tires
to new trucks to motorcycles and even clothing lines, and this
is the only one that stands out on the shelf. Very creative
and nicely put together. Has to be the most unique that I have
seen this season.
Matthew Baynard, Product Evaluations Section Editor
The Rubicon Media Group Inc.
Exide Technologies
The challenge: One of the world's leading battery
manufacturers had entered Chapter 11. We had to ensure
that suppliers, customers, and employees understood the substantial
progress the new executive team was making in its restructuring
activities and efforts to implement lean production.
Our team launched an intensive campaign to communicate the company's
progress. We completely redesigned the web site to feature
interviews with the people responsible for major improvement
activities and to offer downloadable copies of PowerPoint presentations
they were presenting to manufacturing conferences and symposia.
At the same time, the program began development of a new position,
new tag line, new messages and a remapping of the profile for
the entire company. It continued with an extensive schedule
of Town Hall-style meetings held at the company’s major locations
around the world, each delivered in the native language. The
CEO and/or leading executives served as hosts of these events,
where audiences saw a videotape about the new company, a message
from the CEO, a sweeping PowerPoint presentation explaining
the status of the company’s business today, followed by a Q&A
session. Employees received packages with printed materials,
a company lapel pin and a t-shirt with the new tag line. Customers,
suppliers and other audiences received materials appropriate
to their needs. The presentations culminated in news of the
company’s listing ceremony at the NASDAQ Marketcenter on Times
Square.
Results
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All the major stakeholders remained on board
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Creditors' committees (secured and unsecured) approved the
restructuring plans
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On May 5, 2004, Exide Technologies successfully emerged
from Chapter 11 and began trading again under its new symbol,
XIDE.
Comments
Our people were deeply engaged, asked many frank questions,
and were very interested in what they could do to secure the
future of Exide. It’s clear to me that employees welcomed the
information and want to be more involved in understanding the
challenges we face and what they can do to help.
Craig H. Muhlhauser, former CEO
Exide Technologies
Thank you for the fantastic resource you provide.
Bob Hecht, AlixPartners, former CIO
Exide Technologies
I deal with a great many of the FORTUNE 1000 firms and honestly
feel that your website is one of the best. ... I applaud your
developer and those involved.
Jack Alexander, Managing Director,
Spherion Professional Recruiting Group
Battery Council International:
Responding to a Sneak Attack
Challenge:
We learned that within 24 hours, a radical environmental group
was planning to hold a news conference to issue a new research
report
 designed
to attack the battery industry. The strategy behind the announcement
was to play on the public’s fear of lead by casting doubt on
lead-acid battery technology. The report, based on inaccurate
research and obsolete data, reached conclusions that were misleading.
Strategy:
Seize the initiative with a client report that documented the
environmental benefits of lead-acid batteries, emphasizing the
extensive use of battery recycling by the industry. The
report also pointed out the inaccuracies of the opposition’s
data.
Program:
On the morning of the opposition’s news conference, we issued
a client report documenting the recycling rates of lead from
spent lead-acid batteries. The report documented that battery
lead was recycled at a far higher rate than other recyclable
materials. An addendum to the report documented the high recycling
rates of battery lead for the previous 10 years. We also submitted
op-ed pieces to trade and other publications and called key
reporters who were covering the issue, putting our client spokesperson
on the telephone to offer the industry’s point of view.
Results:
Our client’s information was included in news stories on the
subject providing the public and regulators with a balanced
discussion of the issue.
Pro Bono
The firm has also conducted pro-bono work on behalf of these
non-profit organizations:
 CURE
Childhood Cancer Inc., an organization that supports research
into finding a cure for childhood cancer and leukemia
and support for young cancer patients and their families. Jeannine
Addams has served as president of CURE since 1993; Kristin Wohlleben
has been a CURE board member since 1997.
Students in Free Enterprise, a national college and university
organization that uses student-designed programs to teach basic
economics among a wide range of community groups.
While each of these clients has different goals, J. Addams &
Partners' approach to serving them has been consistent:
to provide the highest level of creativity and professional
service on a budget consistent with client revenues.
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