voltage communications casebook

7/23/2019 Voltage Communications Casebook

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Light it UP!

The Story of

Todays

Eaton

a communications plan:

December 4, 2015

VoltageCommunications


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/vltij/ Voltage is a quantitative expression o the potential difference in charge between two

points in an electrical field. Te greater the voltage, the greater the flow o electrical current.

Founded in 2015, we at Voltage Communications pride ourselves on being an electrical orceto be reckoned with. We serve clients in Northeast Ohio and specialize in digital media andbusiness-to-business communications. We provide clarity to your target audiences about whoyou are and what you do.

Trough our diverse backgrounds in corporate, agency and non-profit, our group o five publicrelations proessionals used together to solve your business needs and provide top o the lineservice. Voltage Communications is characterized by our dedication and passion to ensuringsuccess or our clients through digital prowess, social media expertise, top-notch mediarelations and strategic planning.

From lef to right: Emily Komorowski, Arbrion Chambliss, Nicholas Sewell, Breyanna ripp, Katie Siegel

Emily Komorowski

Research Manager

Breyanna ripp

Account Executive

Nicholas Sewell

Lead Editor

Arbrion Chambliss

Graphic Designer

Katie Siegel

Financial Accountant


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ABLE OF CONENS

Executive Summary 4

Situation Analysis 5

SWO Analysis 7

Key Publics Overview 8

Relevant Case Studies 8

Problem Statement 9

Campaign Plan 10

Goal Statement 11

Objectives 11

Key Messages 13

Strategies 13

actics 14

Campaign Evaluation 25

Campaign Map 26

Budget 29Communication Elements 32

Research Report 45

Primary Research 45

Secondary Research 58

Appendix 78


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Executive Summary

Voltage Communications was tasked to develop a communications plan built to encourage non-traditionalmedia to spread awareness about odays Eaton and how it competes differently with its new productsand services. Light it Up! is a campaign created to tell the story o odays Eaton and its new lightingsolutions to non-traditional media members. odays Eaton is a story ocusing on Eatons innovationand new capabilities as a result o its acquistion o Cooper Industries in 2012. Tis was Eatons largestacquisition to date, and it strengthened Eatons position as a premier global power management company.

Voltage Communications conducted extensive primary and secondary research over a three-month span.Research included interviews with two independent lighting bloggers, five industry association bloggers,

our traditional media members, three electrical contractors and one electrical engineer to learn about thecurrent perception o Eaton. Te interviews helped Voltage Communications understand the content toshare with these audiences and the best practices to connect with them. A ocus group was also conductedwith Eaton employees representing the sales and marketing communications departments and agencymarketing consultants.

With the ocus group, Voltage Communications discovered Eaton strives to be considered a thought leaderin the industry and wants to convey that the company provides saety and reliability in all innovations.Interviews with key publics revealed there is a general lack o awareness o odays Eaton among thoseinterviewed.

Trough secondary research, Voltage Communications discovered Eaton could improve upon its useo social media channels. It was ound when compared to the social media accounts o top industrycompetitors, Eaton possesses a lesser ollowing across all platorms. For example, Eatons main Facebookpage has 23,196 likes and Siemens main Facebook page has 223,838 likes. Voltage Communications alsoused inormation provided by Eaton to gain an understanding o the history o the company as well as amore in-depth perspective o the Cooper Industries acquisition.

Afer an analysis o both primary and secondary research, Voltage Communications advises Eaton to ocuson its new lighting solutions capability or this plan. With global sales o over two billion dollars quarterly,the lighting division is one o the most profitable in Eatons electrical sector, with significant room still togrow.1Eatons 2015 ENERGY SAR Partner o the Year award rom the U.S. Environmental ProtectionAgency (EPA) highlights the companys dedication and interest in manuacturing energy-efficient lightingsolutions.2In October 2015, Eaton launched Te Lighting reSOURCE, an online guide to providelighting education and discuss trends to industry proessionals.3Te creation o this blog allowed Eaton tocapitalize on its new lighting solutions capability and increase awareness and profit.

1 http://www.eatonsite.com/2015NYCAnalystsConerence/2015ESLightingEubanks.pd2 http://www.cooperindustries.com/content/dam/public/news/en/lighting/Eaton-EPA-POY-FINAL.pd3 http://www.eaton.com/Eaton/OurCompany/NewsEvents/NewsReleases/PC_1591343
http://www.eatonsite.com/2015NYCAnalystsConference/2015ESLightingEubanks.pdfhttp://www.cooperindustries.com/content/dam/public/news/en/lighting/Eaton-EPA-POY-FINAL.pdfhttp://www.eaton.com/Eaton/OurCompany/NewsEvents/NewsReleases/PCT_1591343http://www.eaton.com/Eaton/OurCompany/NewsEvents/NewsReleases/PCT_1591343http://www.cooperindustries.com/content/dam/public/news/en/lighting/Eaton-EPA-POY-FINAL.pdfhttp://www.eatonsite.com/2015NYCAnalystsConference/2015ESLightingEubanks.pdf


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Situation

analysis


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Client Overview

Eaton Corporation is a power management company that provides customers with energy-efficientsolutions through hydraulic, mechanical and electrical power. With 2014 sales totaling $22.6 billion, Eatonis a leader in power management, selling products to customers in more than 175 countries.1

On November 30, 2012, Eaton completed the acquisition o electrical equipment supplier CooperIndustries. As a result o the Cooper acquisition, Eaton is now positioned as a premier global powermanagement company.

oday, Eaton helps solve customer challenges with a more expansive and stronger portolio along with resh

perspectives gained rom the new market capabilities gained as a result o the Cooper acquisition.

Eatons expertise and experience across the electrical sector aids in making power management efficient, saeand sustainable around the world.

Voltage Communications was challenged to increase understanding o the odays Eaton story amongnon-traditional media and influencers. Specified ocus areas included developing a comprehensive media kitand thought leadership content as well as other communication tactics that tell the story o Eatons electricalcapabilities as a result o the Cooper acquisition. Te challenge was to be met within the $100,000 budgetand the timerame or the plan is December 7, 2015, to December 7, 2016.

Eatons past public relations efforts consisted of a paid digital ad campaign in trade media to convincedecision makers to think of Eaton when selecting innovative technologies in new areas. Te campaign

aimed to drive traffic to Eatons microsite and sought to position Eaton as an innovation leader in its new

capabilities.

Eaton implemented another public relations campaign focusing on its lighting solutions sector using

creative storytelling. Te main objectives of this campaign were to increase recognition of Eatons

expanded electrical capabilities among influencers and decision makers and to generate discussion in the

media to position Eaton as an innovative technology leader in lightning solutions.

1 http://www.eaton.com/Eaton/OurCompany/AboutUs/index.htm
http://www.eaton.com/Eaton/OurCompany/AboutUs/index.htmhttp://www.eaton.com/Eaton/OurCompany/AboutUs/index.htm


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Strengths

Te Cooper acquisition introduced a varietyo new audiences or Eaton to connect with,

including electrical contractors, electricalengineers and industry non-traditional media.

A large range o non-traditional media outletsocus on energy efficiency, lighting and powermanagement (pg.63).

Weaknesses

Afer reviewing Eatons electrical microsite,it became clear it was difficult to navigate

and contained an overwhelming amount oinormation, which can cause conusion orcurrent and prospective customers (pg.77).

A general lack o awareness about the Cooperacquisition was discovered among key publics(pg.51).

Opportunities

Eaton can utilize its new Te Lighting

reSOURCE blog to connect with more targetaudiences (electrical contractors, industry non-traditional media, industry online orums.)

Eatons Lighting Solutions LinkedIn page hasmore than 12,000 ollowers. It is a great strategyto keep customers updated about news in theindustry and drive online influencers to joindiscussions on Eatons LinkedIn page (pg.71).

With these new capabilities, Eaton can nowposition itsel as a thought leader in theelectrical industry (pg.48).

Treats

Eaton competitors such as General Electric

(GE) and Emerson Electric have more user-riendly and visually appealing websites (pg.76).

Competitors such as Siemens and ABB havea larger ollowing and more engagement onsocial media accounts such as witter, LinkedInand Facebook (pg.75).

SWO Analysis

Voltage Communications identified a number o strengths, weaknesses, opportunities and threats withinEatons electrical sector. Tese were determined by extensive research o Eatons electrical microsite,industry trends and other secondary materials.


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Key Publics Overview

Voltage Communications ocused its research on independent lighting bloggers, lighting industry associationbloggers, traditional media, electrical engineers and electrical contractors. Independent lighting bloggerscan help tell the story o odays Eaton through posts on their respective blogs, which will aid in spreadingawareness o the new Eaton through the use o third-party recommendation. It was discovered many lightingindustry associations eature a blog that is read by association members such as lighting proessionals andboth traditional and non-traditional media members who cover the industry. Trough research, VoltageCommunications discovered partnering with these blogs would provide an effective way to spread the storyo odays Eaton to non-traditional media members.

raditional media, electrical engineers and electrical contractors were identified as secondary audiences orthis campaign because these individuals are key influencers who understand industry jargon and requentlyvisit industry blogs and online media outlets. It is important to know where these publics are going online toget their news about the lighting industry to figure out the best ways or Eaton to reach its target audience.

Relevant Case Studies

Voltage Communications researched similar cases in which companies in the industry completed asignificant acquisition or underwent a brand transition.

GE DigitalGeneral Electric is undergoing a similar rebranding effort as Eaton. GEs digital project began five years ago,and the company has been branding itsel as a soon-to-be top 10 sofware company by 2020.1Much likeEaton, GE has been known as a leader in the industry or over 100 years. On September 29, 2015, GEannounced the launch o its new Digital Power Plant, a revolutionary hardware and sofware solution that hasthe ability to create a Digital win o an entire industrial power plant complex. 2

GE launched a new microsite highlighting the brands new digital capabilities, allowing customers to viewthe new products, read success stories and learn about events coming up in the industry o which GE will beinvolved such as tradeshows and expositions. As a result o these efforts, GE predicts its sofware revenue willtriple to $15 billion by 2020 as it continues to see momentous financial gains rom its new digital solutions. 3

1 http://www.telegraph.co.uk/finance/newsbysector/industry/11909721/Te-visionary-rebuilding-GE-rom-scratch-to-become-a-digital-powerhouse.html2 http://www.businesswire.com/news/home/20150929006702/en/GE-Power-Water-Unveils-Digital-Power-Plant#.VhUmkxOrS1s3 http://www.reuters.com/article/2015/09/29/us-general-electric-digital-idUSKCN0R2KD20150929
http://www.telegraph.co.uk/finance/newsbysector/industry/11909721/The-visionary-rebuilding-GE-from-shttp://www.telegraph.co.uk/finance/newsbysector/industry/11909721/The-visionary-rebuilding-GE-from-shttp://www.businesswire.com/news/home/20150929006702/en/GE-Power-Water-Unveils-Digital-Power-Plant#.http://www.businesswire.com/news/home/20150929006702/en/GE-Power-Water-Unveils-Digital-Power-Plant#.http://www.reuters.com/article/2015/09/29/us-general-electric-digital-idUSKCN0RT2KD20150929http://www.reuters.com/article/2015/09/29/us-general-electric-digital-idUSKCN0RT2KD20150929http://www.businesswire.com/news/home/20150929006702/en/GE-Power-Water-Unveils-Digital-Power-Plant#.http://www.businesswire.com/news/home/20150929006702/en/GE-Power-Water-Unveils-Digital-Power-Plant#.http://www.telegraph.co.uk/finance/newsbysector/industry/11909721/The-visionary-rebuilding-GE-from-shttp://www.telegraph.co.uk/finance/newsbysector/industry/11909721/The-visionary-rebuilding-GE-from-s


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Cree Acquisition of Ruud Lighting, Inc.On August 17, 2011, Cree completed the acquisition o Ruud Lighting, Inc., a designer, developer andmanuacturer o lighting technologies or residential, commercial and industrial lighting applicationsaround the world. Tis acquisition allowed Cree to become a market leader or both indoor and outdoorLED lighting.1As a result o the acquisition, Cree was able to gain additional expertise and knowledge othe industry to develop effective LED components. Much like Eaton and its acquisition o Cooper, Cree hasaimed to bridge its new lighting solutions as a result o the acquisition as simply one Cree, and breakingaway rom the Ruud Lighting name.

In 2013, Cree reported a 19 percent increase in revenue and a 95 percent increase in net income comparedto 2012 results.2Te Ruud Lighting acquisition was cited as the main actor or this large increase, as Crees

expanded lighting portolio allowed or an increase in revenue.

Problem Statement

Trough primary and secondary research, Voltage Communications concluded interacting with non-traditional media members such as independent lighting bloggers and industry association bloggersrequires unique approaches. o reach these individuals, Eaton will have to use new media relations tactics.As a result, Voltage Communications has created a variety o non-traditional ways to reach this key public.

1 http://investor.cree.com/releasedetail.cm?releaseid=5998902 http://electricalmarketing.com/blog/cree-reports-sales-19
http://investor.cree.com/releasedetail.cfm?releaseid=599890http://electricalmarketing.com/blog/cree-reports-sales-19http://electricalmarketing.com/blog/cree-reports-sales-19http://investor.cree.com/releasedetail.cfm?releaseid=599890


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campaign

plan


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Goal Statement

Eatons overall business goals are to continue expanding its market segment reach and portolio and tostrengthen its global geographic ootprint.

Voltage Communications will create opportunities to increase awareness o odays Eaton among thetargeted audiences. Tese opportunities will convey the ways in which Eaton now competes differentlywith its new lighting products and solutions and will position Eaton was a thought leader in the industry.

Objectives

o motivate at least five non-traditional media outlets to eature a story about odays Eaton withinone year. o be measured by monitoring and analyzing blog posts o targeted outlets and alsomonitoring the engagement with each post.

o increase engagement between industry non-traditional media (bloggers and other online media)and Eaton by 10 percent within one year. o be measured by social media monitoring o engagementbetween non-traditional media and Eaton which includes likes, comments and shares on industry blogposts and online orums about Eaton.

o position Eaton as a thought leader in the lighting industry among non-traditional media. o be

measured by identiying at least five subject-matter experts within Eaton in one year through non-traditional media engagement.

Audience Analysis

Voltage Communications conducted interviews with key publics. Currently, the interviews VoltageCommunications has conducted show there is a general awareness o Eaton, but most individuals werenot aware o the Cooper acquisition. Te industry associations interviewed highlighted the use o anassociation blog to provide industry-related news to connect with its members. Electrical contractorsinterviewed said they tend to look at trade publications and online magazines or news updates.

Primary Publics

Independent Lighting BloggersBloggers will be targeted to share the story online o odays Eaton to targeted audiences that have ashared interest, such as lighting sustainability and lighting solutions bloggers.

Elizabeth Johnson, Te Electric Current Craig Dilouie, LightNOW


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Industry Association Bloggers

Building a relationship with industry associations bloggers can provide a targeted approach toconnect with groups o people who are interested in industry-related topics. Eaton attendsnetworking events, tradeshows and conerences in which this public typically has a presence.A majority o these events are hosted by associations such as the National Electrical ContractorsAssociation and the National Parking Association. Other events attended annually by Eaton andlighting industry associations include the Crites-idley Expo, Lightshow West andthe Greenbuild International Conerence and Expo.

Christine Coogle, Editor and Social Media Manager, National Electrical Manuacturers Association Mary Shoemaker, Policy Researcher, American Council or an Energy Association Economy Noah Swistak, Member Services Coordinator, Association or the Advancement o Sustainability in

Higher Education Kate Feltgen, Inormation Services Director, Association o Energy Engineers Sandy Moorehead, Associated Electrical Contractors-Independent Electrical Contractors

Secondary Publics

raditional Media Stories posted digitally can reach a larger audience and increase engagement with customers. Te

primary publics or this campaign requently use traditional media outlets or inormation aboutthe industry to include in blog posts. raditional media outlets have written stories about Eaton inthe past.1

Paul arricone, Editor and Publisher, Lighting Design and Application Magazine Dan Shingler, Energy, Steel and Automotive Reporter, Crains Cleveland Steve Halvonik,Freelancer, previous Post-Gazette reporter Jonathan Kersting, VP Communications and Media, Pittsburgh echnology Council

Electrical ContractorsAs key customers o Eatons electrical sector, electrical contractors can provide valuable insightabout their knowledge o odays Eaton and how they choose their electrical solutions, specifically

when it comes to lighting.

Duane Staff, D.E. Electric Michael Bonnette, MJB Electric Service Michael Clock, Clock Electric Jeff Pinyot, ECO Lighting Solutions

1 http://www.cleveland.com/business/index.ss/2015/02/eaton_corp_sets_new_sales_and.html
http://www.cleveland.com/business/index.ssf/2015/02/eaton_corp_sets_new_sales_and.htmlhttp://www.cleveland.com/business/index.ssf/2015/02/eaton_corp_sets_new_sales_and.html


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Electrical Engineers

Members o this public are knowledgeable about the industry and are key decision-makers inmaintaining and choosing lighting solutions.

Lindsey Whitney, Electrical Source

Key Messages

Eaton provides insight and expertise to non-traditional media outlets in the lighting industry.

Eaton delivers a broad range o innovative lighting solutions to maximize perormance, energyefficiency and cost savings.

Eaton offers one o the broadest selections o products in the lighting industry.

Eaton provides accurate and insightul content regarding the industry to non-traditional mediaoutlets.

Eaton seeks to connect with lighting industry non-traditional media members to keep them updatedabout current trends in the industry.

Strategies

Use digital and online media to generate conversation with influencers about odays Eaton, and itsnew lighting solutions capability.

Use ace-to-ace communication to introduce non-traditional media to odays Eaton and its newlighting solutions capability.

Develop Eaton as a thought leader in the lighting industry through third-party recommendations from keyinfluencers and content development.

Position Eatons new lighting solutions capability as an essential component o all Eaton events andpublications.

Effectively convey Eatons new lighting capability within the industry by improving online brandmessaging through increased interaction with non-traditional media.


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tactics


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Light it Up! Blogger Dinner at Lighting Conferences

Eatons lighting division has an exhibit at both the Street and Area Lighting Conerence(SALC) in Hollywood, Caliornia and the Greenbuild International Conerence andExpo in Los Angeles, Caliornia annually. Eaton will host a dinner titled Light it Up! orlighting bloggers who attend each o these events. Te dinner will be ollowed by a shortpresentation about Eatons lighting division led by Mechanical Design Engineer at EatonLighting, Kevin Harpenau. Te SALC dinner will take place September 19, 2016. TeGreenbuild show will be held October 6th, 2016.

Eaton will give the bloggers an inside look at any new innovations related to the lightingindustry that will be released in the near uture. For example, one demonstration willshowcase the latest Wavestream LED technology Eaton is working on at the time o theevent. Another demonstration will display thelatest parking garage and canopy lighting solutionsEatons lighting division has been developing. Teodays Eaton lighting solutions video VoltageCommunications has created (pg.22) will premiereat the Greenbuild blogger dinner.

Each demonstration will include a PowerPointthat will convey success stories in a visual way.

Attendees will also have the opportunity to attendan educational roundtable afer the dinner led byengineers in Eatons lighting division discussing thelatest issues and trends in the lighting industry.

Attendees will receive a ree light bulb keychainwhen they arrive at the event. Bloggers who attendthe event will be encouraged to post a selfie with the hashtag #LightitUpEaton on witter.Tose who tweet with this hashtag will be entered to win an all expenses paid trip tovisit Eatons new SOURCE Energy Center in Atlanta, Georgia during the time o theirchoosing. At the end o each blogger dinner, Eaton will collect the names o bloggers who

used this hashtag and randomly choose a winner. Te winner will be notified via email.

Voltage Communications will obtain a list o the bloggers attending each o the twoconerences rom both the Street and Area Lighting Conerence and the Greenbuildevent coordinators. From this list, an RSVP invitation will be sent one month prior toeach dinner to all o the bloggers, inviting them to attend the dinner one month beoreeach event and requesting a response at least two weeks beore the event. wo weeksbeore the event, Voltage Communications will send a reminder email to the bloggers.Finally, a reminder email will be sent again three days prior to each dinner.


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RationaleTe Greenbuild International Conerence and Expo is an event that aims to bring together industry leadersthat are dedicated to sustainable building.1Bloggers that wish to attend Greenbuild must have at least 10,000unique visits per month and update at least our times a week. Te bloggers must also have a history ocovering the green building industry. Te audience or these blogs include electrical contractors, electricalengineers, architects and other individuals involved in the lighting industry. Tis tactic will not only allowEaton to engage with non-traditional media at the Greenbuild expo, but it will also provide a way or Eatonto reach out to this public while they are in the area.

Te annual Street and Area Lighting Conerence is a three-day event dedicated to improving the outdoorlighting business o electric utilities and energy service companies.2Te event attracts a large amount o non-

traditional media members looking to stay current on the latest trends in the industry. As a result, this offersa huge opportunity or Eaton to connect with this key public.

EvaluationFor this tactic, Voltage Communications hopes to attract at least 30 independent and/or industryassociation bloggers to each o the events. I 30 or more bloggers attend, it will be considered a success.

Success or this tactic will be measured by monitoring attendance and gaining direct eedback afer the event.Also, Voltage Communications will monitor interactions about the dinner on witter, Facebook, Instagramand on the personal blogs o each individual who attends each dinner. A SurveyMonkey survey will also beemailed to the bloggers afer the dinner to help measure success and allow Eaton to make changes to improve

uture blogger dinners.

Lighting Solutions Infographics Series

Voltage Communications recommends to inorm non-traditional media members about Eatons new

lighting solutions capability and other offerings through the use o inographics, to be implemented

throughout the year-long plan. Te inographics will be posted both on Eatons electrical microsite and

presented as a blog post on Te Lighting reSOURCE. Voltage Communications will also use Eatons

lighting division social media channels (witter, Facebook and LinkedIn) to promote the inographics.

Te inographics will not be sent to non-traditional media directly, but it will provide them with reerence

material to learn about Eatons new lighting solutions capability. Voltage Communications will partner with

Manager o Communications, Content and Strategy at Eaton, Sandy Williams, to create these inographics.

1 http://www.greenbuildexpo.com/Attendee/ShowIno/SustainabilityatGreenbuild2 https://www.ies.org/salc/
http://www.greenbuildexpo.com/Attendee/ShowInfo/SustainabilityatGreenbuildhttps://www.ies.org/salc/https://www.ies.org/salc/http://www.greenbuildexpo.com/Attendee/ShowInfo/SustainabilityatGreenbuild


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Tree separate inographics will be implemented:

Denver International Airport - Tis case study inographic will visually tell the success story o the Denver

International Airport and how it partnered with Eatons lighting division to install LED lighting into its

parking garages to increase energy efficiency and lower maintenance costs.

Farmer School of Business - Tis inographic will tell the story o the Farmer School o Business, an

academic division o Miami University in Oxord, Ohio. Its buidling became the first LEED building on

campus and started an initiative toward green design thanks to Eatons lighting solutions.

Lighting Megatrends- Tis inographic will cover the top five industry megatrends. Te inormationin this inographic will provide non-traditional media with a visual and educational in-depth look at the

industry.

Rationale

Inographics are a quick and simple way or non-traditional media viewers to learn about odays Eaton

and the lighting industry in a short amount o time. Tis inographic series will give this key audience the

opportunity to take a visual look into the industry and quickly learn about top trends and Eaton success

stories.

Evaluation

Te success o this tactic can be measured by monitoring and analyzing engagement with the inographic

blog post rom the social media channels o various non-traditional media members and outlets including

witter, Facebook and LinkedIn using channel analytics.

Voltage Communications will also monitor the amount o posts rom non-traditional media outlets created

as a result o the inographics.

Native LinkedIn Content

o connect with industry proessionals and bloggers, Voltage Communications will generate a total o two

native content updates on LinkedIn throughout the year-long plan. Tese updates will be used to connect

with a larger audience outside o the ollowers on Eatons lighting division LinkedIn page. Te two posts

will be sponsored to reach a larger audience, specifically non-traditional media members. Te content will

contain inormation about trends in the lighting industry to spread awareness o the story o odays Eaton.


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Te two native LinkedIn posts will be:

Lighting Megatrends: What Does the Future of the Lighting Industry Hold? - Tis post will take a look at

some o the top megatrends in the industry and discuss how they will shape the uture o lighting.

Lighting and the Environment- Tis post will discuss the environmental benefits o energy-efficient LED

lighting.

Rationale

Tere are more than 100 million users on LinkedIn.1About 12,000 o those users ollow Eatons lighting

solutions page. Eatons main LinkedIn page has more than 200,000 ollowers. Trough the use o nativecontent posts, Eaton can target non-traditional media based on industry and skills, such as proessionals in

the energy field with skills in blogging. It can also increase leads and drive traffic to Eatons electrical

microsite. Te posts can also help Eaton increase engagement and build relationships with industry

proessionals.

Evaluation

Tis tactic will be evaluated based on observing i there is an increase o ollowers on both Eatons lighting

solutions LinkedIn page and Eaton Electricals LinkedIn page. Engagement with each o the posts (likes,

shares, comments) will also be evaluated throughout the campaign. Evaluating the number o clicks on eacho the two posts and monitoring the traffic to the microsite over the duration o the campaign plan will also

measure success or this tactic.

Voltage Communications will use LinkedIn analytics as well to evaluate the success o these two posts.

Te Lighting Authority E-Newsletter Campaign

E-marketing tools will be designed to send to non-traditional media members. Te name o the bimonthly

e-newsletter will be Te Lighting Authority. An e-newsletter service such as Constant Contact will be usedto help brand e-mails effectively. Voltage Communications has developed a media list (pg.85) that will be

used as the email list or the e-newsletter. Te non-traditional media members identified will be sent the bi-

monthly e-newsletter and have the option to opt-out i they wish.

1 https://press.linkedin.com/about-linkedin
https://press.linkedin.com/about-linkedinhttps://press.linkedin.com/about-linkedin


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Te bimonthly e-newsletter will keep non-traditional media up to date on Eatons lighting division and on

trends within the lighting industry. Voltage Communications has gathered an expansive list o industrymegatrends rom the client. Engaging subjects, headlines, and lead-in sentences will be created to persuade

users to stay subscribed. Te e-newsletter will be promoted on Eatons Te Lighting reSOURCE blog, the

podcast series Voltage Communications has created(pg.19) Eatons lighting solutions media kit (pg.86)

and the odays Eaton lighting solutions video (pg.22). Non-traditional media members will also have the

opportunity to subscribe to the e-newsletter on Eatons electrical microsite.

Rationale

Email marketing is one o the most cost-efficient orms o brand marketing or business-to-business

companies. Voltage Communications discovered 71 percent o business-to-business marketers use emailmarketing to communicate with target audiences.1Studies show personalizing emails, such as adding a

subscribers first name, increases readership.2Te creation o a bimonthly e-newsletter will allow non-

traditional media to learn about odays Eaton and its new lighting solutions capability, thus increasing

awareness.

Evaluation

Success o the e-newsletter campaign will be evaluated by comparing current email open rates o other Eaton

e-newsletters to open rates with the new email marketing efforts. Also, Voltage Communications will

compare click-through rates in the beginning o the campaign and upon completion o the campaign.

Lighting oday Podcast Series

Lighting oday quarterly podcasts will be produced to eature inormation rom different proessionals

involved in Eatons lighting division as well as influencers in the industry outside o Eaton employees. wo

podcasts will eature inormation on current lighting solutions Eaton is currently working on, customer

success stories and other content which will be o interest to industry non-traditional media members such as

a discussion o current industry trends. Te other two podcasts will eature interviews with key influencers in

the field who will offer useul inormation or non-traditional media members about the lighting industry.

1 http://www.targetmarketingmag.com/article/e-lists-email-copy-2-b-to-b-marketing-best-practices/3/2 http://www.fibre2ashion.com/industry-article/business-management-articles-reports/10-benefits-o-b-to-b-email-marketing/10-benefits-o-b-to-b-email-marketing3.asp
http://www.targetmarketingmag.com/article/e-lists-email-copy-2-b-to-b-marketing-best-practices/3/http://www.fibre2fashion.com/industry-article/business-management-articles-reports/10-benefits-of-b-http://www.fibre2fashion.com/industry-article/business-management-articles-reports/10-benefits-of-b-http://www.fibre2fashion.com/industry-article/business-management-articles-reports/10-benefits-of-b-http://www.fibre2fashion.com/industry-article/business-management-articles-reports/10-benefits-of-b-http://www.targetmarketingmag.com/article/e-lists-email-copy-2-b-to-b-marketing-best-practices/3/


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Te podcast will be uploaded through SoundCloud and posted on Eatons electrical microsite. Promotion

o the podcast will take place through both Eatons lighting solutions LinkedIn and witter pages. Tequarterly podcasts will also be promoted on Eaton Electricals Facebook page and bimonthly e-newsletter

to drive non-traditional media to visit Eatons electrical microsite and listen to the latest podcast. A link to

the podcast will also be included in the lighting solutions media kit Voltage Communications has created

or this campaign (pg.21).

Te our podcasts to be created throughout the year-long campaign will be:

Lighting a City- A podcast eaturing Kent City Superintendent o Engineering, James Bowling.

Manufacturing for an Energy-Efficient Future in Lighting- A podcast eaturing Director o Quality and

Advanced Manuacturing - Lighting Division, Eatons Michael Korscho.

Ensuring Safety: Keeping Parking Garages Illuminated- A podcast eaturing Evergreen Cooperatives

Board Chairman, Ronald Richard. Evergreen Energy Solutions, part o the Evergreen Cooperatives group,

was responsible or the Cleveland Clinics parking lot lighting retrofit in 2015.

Lighting rends - Te Future of LED- A podcast eaturing Kraig Kasler, president o Eatons lighting

division.

Rationale

Afer speaking with media contacts, it was discovered podcasts are an effective way to position a company

as a thought leader. Voltage Communications believes a podcast will create an opportunity to connect with

key non-traditional media audiences. Speaking directly to Eatons key audiences via podcasting allows

or a personal connection that can help establish relationships and encourage engagement between non-

traditional media and Eaton.

EvaluationSuccess o this tactic can be evaluated by identiying the number o listeners and downloads per podcast

show. Feed and file download metrics are essentially the number o times your digital files have been

downloaded and the number o people who subscribed to your RSS eed. Voltage Communications will use

a Bitly link or the promotion o the podcasts on social media to monitor and analyze the number o clicks

on the link.


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Lighting Solutions Media Kit

Voltage Communications will develop a comprehensive digital media kit to distribute to industry association

bloggers and non-traditional media members present at the various industry trade shows and conerences

Eaton attends, such as the Street and Area Lighting Conerence and the Greenbuild International Conerence

and Expo.1Te kit will also be available or download on Eatons electrical microsite. Tis comprehensive

press kit will include:

Inormation about odays Eaton and the new lighting solutions it provides.

Biographical and contact inormation o top Eaton executives such as CEO Alexander M. Cutler, Vice

Chairman Craig Arnold and CFO Richard H. Fearon.

A Word rom the President eature with the president o Eatons lighting division, Kraig Kasler.

A act sheet about Eaton and its lighting solutions.

A flash drive that comes with the kit containing pictures and videos conveying the story o odays

Eaton and its lighting division.

Case studies and success stories involving Eatons lighting solutions.

Inormation about how to subscribe to Eatons Te Lighting Authority e-newsletter.

A series o inographics covering current issues and trends in the lighting industry.

Links to Eatons lighting solutions social media channels (Te Lighting reSOURCE, LinkedIn,

Facebook, witter, Youube). A Bitly link that will lead the non-traditional media member using the kit to a webpage to download

Eatons latest Lighting oday podcast.

List o requently asked questions about odays Eaton and its new lighting solutions capability.

A schedule o upcoming Eaton events related to its lighting solutions capability.

A comprehensive list o current lighting industry megatrends.

Rationale

Non-traditional media members requently attend industry conerences and trade shows. Because o this,

Voltage Communications will create a media kit to be made available at Eatons exhibit booth at each o theseevents or non-traditional media members to use as reerence materials to increase awareness o Eatons

lighting solutions and increase engagement between Eaton and these media members. Te digital media kit

will also be available or download on Eatons electrical microsite or non-traditional media members who

do not attend the event.

1 http://www.greenbuildexpo.com/Footer/Press
http://www.greenbuildexpo.com/Footer/Presshttp://www.greenbuildexpo.com/Footer/Press


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Evaluation

Voltage Communications will measure the success o the media kit by monitoring the amount o phonecalls and emails Eaton receives with questions about the kit. Contact inormation rom each non-

traditional media member who takes the kit at the tradeshow will be obtained. Eaton will ollow-up with

these individuals to thank them or taking a kit and ask them i they have any additional questions.

odays Eaton Lighting Solutions Video

Voltage Communications will create a two-minute video conveying the story o odays Eaton. Te

video will specifically ocus on Eatons lighting solutions, giving the viewer an in-depth look at what

Eatons lighting division does, and why the company stands out rom its competitors with its lightingsolutions. Te video will be eatured on Eatons main website, electrical microsite and Youube channel.

Te goal o the video is to convey the company as a thought leader to industry non-traditional media

members.

Voltage Communication believes incorporating Eatons lighting solutions success stories into the video

as well will give the viewer an effective visual to help tell the story o odays Eaton and highlight this

new capability.1For example, the video will include photos rom the Los Angeles International Airport

to showcase its newound roadway lighting provided by Eaton.2

Te video will give viewers will also include inormation on industry trends. Voltage Communications

has identified an extensive list o megatrends (pg.67) that will be displayed in the video to provide the

viewer with an educational component to be used to increase overall views o the video.

Te video will be promoted through Eatons lighting division social media channels as a way to inorm

non-traditional media about the video. A link to watch the video on Eatons Youube channel will be

posted on each edition o Eatons Te Lighting Authority e-newsletter. Te odays Eaton video will

be premiered at the 2016 Greenbuild International Conerence and Expo blogger dinner hosted by

Eatons lighting division on October 7, 2016.

1 http://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories.html2 http://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories/Los-Angeles-International-Case-Study.html
http://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories.htmlhttp://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories/Los-Angeles-Inthttp://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories/Los-Angeles-Inthttp://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories/Los-Angeles-Inthttp://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories/Los-Angeles-Inthttp://www.cooperindustries.com/content/public/en/lighting/resources/LightingStories.html


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Rationale

Trough interviews with key publics, Voltage Communications discovered a majority o those interviewedwere not aware o the Cooper acquisition. Others had heard about the acquisition, but were not sure how

Eaton is now different than beore the acquisition. As a result, Voltage Communications believes the creation

o an inormative video to post on the electrical microsite in the lighting solutions section will help explain

how Eaton now competes differently. Awareness o odays Eaton and its new capabilities will increase

through the creation o this video.

Evaluation

Voltage Communications will evaluate the success o this tactic by including a short orm to fill out at the

end o the video that will ask the viewer to give their email address and rate the video rom one to five, withfive indicating the video was very good and one indicating they thought the video was very poor.

Guest Blogging

Voltage Communications will reach out to industry bloggers to give them the opportunity to write guest

blog posts on Eatons lighting blog, Te Lighting reSOURCE. A pitch email will be created to send to these

bloggers that will include statistics and other inormation about Eatons lighting division. Identified bloggers

will also receive cross promotion o their personal blog on Eatons blog along with the guest post.

Eaton will also create guest blog posts that will be eatured on industry association blogs to position Eaton as

a thought leader in the industry. Industry association blogs Eaton will target include the American Lighting

Association, Te Association o Electrical Equipment and the National Electrical Contractors Association.

Tese blog posts will include inormation about industry trends and also eature input rom key influencers

rom Eatons lighting division such as President Kraig Kasler and Mechanical Design Engineer, Kevin

Harpenau. opics will include a discussion o industry trends and Eatons lighting solutions success stories.

Rationale

Allowing lighting industry bloggers to create a guest blog post on Te Lighting reSOURCE will allow theblogger to reach a larger audience, thus increasing traffic to their personal blog.

Trough guest blogging, Eaton can connect with non-traditional media and industry associations. Tese

blog posts can highlight new, innovative products in the lighting division to help tell the story o odays

Eaton. Te guest blog posts will showcase Eaton while promoting the independent bloggers, allowing Eaton

to provide a reason or bloggers to want to know about odays Eaton and spread awareness o its new

lighting solutions.


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Evaluation

Success o these guest blog posts will be measured by monitoring the amount o views, comments, shares andlikes received on Eatons guest posts on industry association blogs. I Eaton receives more than 500 views, 10

likes, five shares and three comments on each o these posts, it will be considered a successul tactic.

For independent bloggers guest posting on Te Lighting reSOURCE, success will be measured by

observing how many bloggers Eaton received guest posts rom throughout the duration o the yearlong

campaign. For this campaign, Voltage Communications will consider receiving a guest post bimonthly as a

success or this tactics. Views and engagement with these posts will also be monitored to aid in evaluating

success.


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Evaluation

Objective 1:o motivate at least five non-traditional media outlets to eature a story about odays Eaton

within one year.

Evaluation:Measured by monitoring and analyzing blog posts o targeted outlets and monitoring the

engagement with each post. I five or more non-traditional media outlets eatured one or more stories about

odays Eaton throughout the year-long campaign, then the objective will be considered successul.

Objective 2:o increase engagement between industry non-traditional media (bloggers and other online

media) and Eaton by ten percent within one year.

Evaluation:Measured through monitoring online engagement between Eaton and non-traditional media

outlets. Interaction between these publics and Eaton on social media channels will be evaluated with the

help o qualitative and quantitative analysis sites such as Google Analytics, weetreach and Alexa. Data rom

these sites will allow Voltage Communications to observe i the campaign resulted in a 10 percent increase in

engagement between industry non-traditional media and Eaton.

Objective 3: o position Eaton as a thought leader in the lighting industry among key publics.

Evaluation: Measured by identiying at least five subject-matter experts within Eaton in one year. Afer these

subject-matter experts have been identified, Voltage Communications will create content eaturing these

individuals on guest blog posts, the Lighting oday podcast and through interviews conducted on the

odays Eaton lighting solutions videos. Views and engagement with these various tactics will be

monitored and analyzed to evaluate the success o this objective.


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actic Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Lighting Solutions Media

Kit

Lighting Solutions

Infographic Series

Native LinkedIn Content

Te Lighting Authority

E-Newsletter Campaign

Light it Up! Dinners at

Lighting Conference

Lighting oday Podcast

Series

Guest Blogging

odays Eaton Lighting

Solutions Video

Planning Execution Evaluation No Activity

Campaign Map


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Scheduling Rationale

Lighting Solutions Media Kit: Planning and creation o the digital media kit will take place December

2015 through March 2016. Te planning process will involve gathering inormation or the kit as well as

designing and creating content or the kit. Te kit is scheduled to be released to the public or industry non-

traditional media to view and will be posted on Eatons electrical microsite February 2016. Execution o the

kit is scheduled February-November 2016. Te kit will be distributed at the 2016 Street and Area Lighting

Conerence September 18-21 and at the 2016 Greenbuild International Conerence and Expo October 5-7.

During this time, success o the kit will be evaluated as well. A final evaluation o the media kit is scheduled

or December 2016.

Lighting Solutions Infographics Series: Planning or the three inographics is scheduled or December 2015

and January 2016. Te majority o the planning process will be spent designing the inographics. Te

inographics are scheduled to be posted on Eatons electrical microsite February 2016. Te inographics will

be executed through the electrical microsite and promoted on Eatons witter, Facebook and LinkedIn

accounts rom this time until November 2016. Evaluation will occur requently throughout the duration o

the campaign, with a final evaluation scheduled or December 2016.

Native LinkedIn Content:Planning or the first sponsored LinkedIn post will begin December 2015 and run

through March 2016. Te first post is scheduled or April 2016. Evaluation o the first sponsored post willtake place April through June 2016. Planning or the second sponsored LinkedIn post will also take place

June 2016, with the second post scheduled or release October 2016.

Te Lighting Authority E-Newsletter Campaign: Planning or the first e-blast to be sent to non-traditionalmedia will take place rom December 2015 through February 2016. Te first e-blast is scheduled to be sentMarch 2016. From then on, an e-blast will be planned and distributed bi-monthly throughout the rest o2016. A final evaluation o the e-blast campaign will take place December 2016.

Light it Up! Blogger Dinners at Lighting Conferences:Planning or these two dinner events will begin

May 2016. Te 2016 Street and Area Lighting Conerence is scheduled to take place September 18-21.Te blogger dinner or this conerence will take place Monday, September 19. Te 2016 GreenbuildInternational Conerence and Expo will be held October 5-7. Voltage Communications has scheduledthe blogger dinner or that event to be Tursday, October 6, 2016. A final evaluation o the two events isscheduled or November and December 2016.


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Lighting oday Podcast Series:Initial planning or the quarterly podcasts is scheduled or December

2015 and will continue through February 2016. Te first podcast is scheduled or release in March 2016.

Evaluation o the first podcast will take place April and May 2016, during which planning or the next

podcast will also begin. Te second podcast will be released June 2016. Evaluation o the second podcast

and planning or the third will take place July and August 2016. Tis same process will continue throughout

the rest o 2016 (podcast created every three months, evaluation and planning taking place during the other

months o 2016.) A final evaluation o all our podcasts is scheduled or December 2016.

Guest Blogging:Initial planning or guest blogging material will commence December 2015 through

February 2016. During this time, ideas or guest blog posts that Eaton will be posting on industry

association blogs will occur. Also, independent bloggers will be contacted with a chance to have a guest

blog post eatured on Te Lighting reSOURCE. Guest posts will happen monthly (one post per month)

through November 2016. Final evaluation o guest blog posts will be December 2016.

odays Eaton Lighting Solutions Video:Planning or this video will take place rom March 2016 through

September 2016. Te video planning process will include developing a skit, creating design and messaging,

and creating illustration. Planning will also involve the actual shooting o the video and final editing. Te

video is scheduled to be premiered at the 2016 Greenbuild International Conerence and Expo blogger

dinner hosted by Eaton October 7, 2016. Te video will be executed and evaluated through November 2016,

with final evaluation taking place December 2016.


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Budget

actic Resources Agency Hours($100/hour)

Eaton Hours

Lighting Solutions Media Kit: Develop a media kit todistribute to non-traditional media members present atthe various industry tradeshows and conerences Eatonattends. Also will be promoted on electrical microsite.

Agency Hours: Produce media kit; conduct researchon materials that will be eatured in the kit; meet withEaton or final approval.

Custom EatonFlash Drives:

$4,650 or1,000

80

Eaton Hours: Promote media kit at various conerencesand tradeshows attended where non-traditional mediaare present; post media kit on electrical microsite; meetwith agency to approve kit inormation. Attend allevents.

100

Subtotal: $4,650 $8,000

Lighting Solutions Infographic Series: Develop twoinographics to inorm non-traditional media membersabout Eatons new lighting solutions capability andother offerings.

Agency Hours: Develop content message; design; makeedits; program into media kit, electrical microsite,social media channels and email marketing.

60

Eaton Hours: Meet with agency or approval o finalmaterials beore release to the public.

25

Subtotal: $6,000

Native LinkedIn Posts: Generate a total o two nativecontent updates on LinkedIn.

Agency Hours: Brainstorm post ideas; contact Eatonexecutives about posts; research lighting industry plans;review lighting industry trends; make any necessaryedits.

SponsoredContent: $6.50x 1,000 (2) =

$13,000

50 35

Eaton Hours: Meet with agency to review final firstLinkedIn post and review idea or the second post.Meet with agency to review final second post in June.

24 (12 oreach post)

Subtotal: $13,000 $5,000


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Te Lighting Authority E-Newsletter: E-newslettermaterials will be created to send to non-traditionalmedia bimonthly.

Agency Hours: Brainstorm e-marketing materials;create layout or emails via Constant Contact; createe-marketing text; meet with client or review omaterials; make any necessary edits; schedule sendingo e-blasts into email calendars.

ConstantContact: $35/month x 12 =

$420

80

Eaton Hours: Meet with agency to review e-marketingmaterials and give approval.

12

Subtotal: $420 $8,000

Light it Up! Blogger Dinners at Lighting Conferences:Hold a dinner or bloggers who attend the 2016Greenbuild International Conerence in Los Angeles,Caliornia as well as the 2016 Street and Area LightingConerence in Hollywood, Caliornia.

Agency Hours: Reach out to bloggers attending theeither o the conerence or invitations to the dinner;order ood and drink or the event; contact Eatons

lighting division to schedule a speaker; plan other eventdetails.

Dinner Buffet(includes

nonalcoholic

drinks): $62/person x 30 =$1,860

Banquet Room:$750 per night

x 2 = $1,500Keychains orBloggers: $355All ExpensesPaid rip toAtlanta x 2:

$3,000

90

Eaton Hours: Attend the 2016 Street and Area LightingConerence and the 2016 Greenbuild InternationalConerence; have lighting division executives andmanuacturers present; have a demonstration duringand afer the dinner.

80

Subtotal: $6,715 $9,000


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Lighting oday Podcast Series: Produce a quarterlypodcast that will eature inormation rom differentproessionals involved in Eatons lighting division.

Agency Hours: Brainstorm content ideas; reach out tomembers o Eatons lighting division or interviews tobe eatured on the podcasts; schedule podcasts.

80

Eaton Hours: Meet with agency or approval o podcastideas; allow approval or agency to contact lightingdivision members.

30

Subtotal: $8,000

Guest Blogging:Reach out to industry bloggers towrite guest blog posts on Eatons blog, Te LightingreSOURCE. Also reach out to industry associationblogs to create guest posts on their blogs.

Agency Hours: Reach out to bloggers bimonthly to offerthe opportunity to post on Te Lighting reSOURCE.Contact industry bloggers about the possibility o guestblogging on their sites.

35

Eaton Hours: Meet with agency or approval beore finalposting o blogs.

15

Subtotal: $3,500

odays Eaton Lighting Solutions Video: Create a onetwo minute video detailing the story o odays Eaton,ocusing specifically on its new lighting solutionscapability.

Agency Hours: Develop video goals; create design andmessaging; create video outline and illustration; clientreviews; post on Eatons electrical microsite.

VideoProduction

Costs: $20,000

50

Eaton Hours: Meet with agency or approval o videodrafs and final production.

10

Subtotal: $20,000 $5,000

GRAND OAL: $46,585 $52,500 otal:$94,085


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communication

elements


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Lighting a City Podcast

Audience

Te target audience or this podcast will be industry non-traditional media members.

Communication Objective


measured by identiying at least five subject-matter experts within Eaton in one year.

Key Messages

Eaton provides insight and expertise to non-traditional media outlets in the lighting industry.

Eaton provides accurate and insightul content regarding the industry to non-traditional media outlets.

Strategies

Develop Eaton as a thought leader in the lighting industry through third-party recommendations rom

key influencers and the development o more content.

Effectively convey Eatons new lighting capability within the industry by improving online brand

messaging.

Measurement

Te success o this podcast will be evaluated by monitoring the number o listens and downloads or the

show. Trough Soundcloud metrics, Voltage Communications will review plays, likes, comments, reposts

and downloads o each podcast as well.


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Lighting a City Show Notes

(0:35) - Introduction

(1:29) - Te State Route 59 Street Light Repair/Replacement

(2:44) - Discussion o the Best ype o Street Lighting or a City

(6:45) - Kent City Lighting in the Future

(7:45) - Current Lighting Projects in Kent

(9:05) - Best Practices or Keeping a City Sae through Street Lighting

(9:38) - Kent Bike Path LED Lighting

(11:02) - Te Future o City Lighting

https://soundcloud.com/voltage-communications/lighting-a-city-podcast
http://%20https//soundcloud.com/voltage-communications/lighting-a-city-podcasthttp://%20https//soundcloud.com/voltage-communications/lighting-a-city-podcast


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Lighting Blog Guest Post

Audience

Te main audience or this guest blog post will be lighting industry non-traditional media members who

requently visit industry association blogs. Tis blog post will be expected to be eatured on the American

Lighting Association blog, which targets lighting industry bloggers, electrical contractors, engineers,

manuacturers and designers.


o position Eaton as a thought leader in the lighting industry among non-traditional media. o bemeasured by identiying at least five subject-matter experts within Eaton in one year.

Key Messages Eaton provides insight and expertise to non-traditional media outlets in the lighting industry.

Eaton delivers a broad range o innovative lighting solutions to maximize perormance, energyefficiency and cost savings.


Eaton provides accurate and insightul content regarding the industry to non-traditional media

outlets.

Strategies

Use digital and online media to generate conversation with influencers about odays Eaton, and its

new lighting solutions capability.


messaging.

Measurement

Tis communication element will be evaluated by monitoring the number o views, shares, likes and

comments this post receives on the industry association blog.


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Why Choose LED Lighting?

LED lighting is becoming increasingly popular in the electrical industry. From airports to personal homes,

more consumers are turning to LED than ever beore. However, some individuals have been hesitant to

make the switch mainly due to the high initial cost o converting to LED lighting. However, the truth is that

making the switch to LED lighting will actually SAVE money or your company or household in the long

run. In this post, youll discover a number o key reasons why making the switch to LED will be extremely

beneficial.

Energy-efficiency

A key environmental benefit o LED lighting is that it is much more energy-efficient than traditional

lighting. In act, a typical LED light bulb uses only 2-17 watts o electricity.1As a result o switching to this

more energy-efficient solution, your company or home will save a substantial amount o money on electric

bills. With all the money you can save on electricity in the long-run, the overall money youll have to spend

or initially switching to LED lighting will end up paying or itsel.

LED lighting is considerably more efficacious than incandescent, said Rebecca Hadley-Catter, manager

at Eatons SOURCE Lighting Education Center. Current LED products are slightly more efficacious thanfluorescent and HID (high-intensity discharge) products, but the LED technology allows controllability such

as dimming, motion sensing and daylight sensing with no adverse effects to the fixture and the possibility o

added lie.

1 http://eartheasy.com/live_energyeff_lighting.htm#led
http://eartheasy.com/live_energyeff_lighting.htm#ledhttp://eartheasy.com/live_energyeff_lighting.htm#led


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Longer Lifespan

Te average LED light bulb lasts up to 10 times longer than compact fluorescent lights, and much longerthan typical incandescent lighting. In act, most LEDs are ofen estimated to have a liespan o up to 50,000

hours, which is equivalent to nearly six years!

Te lie o an LED is not adversely affected by turning it off and on and it has the ability to dim, said

Hadley-Catter. Dimming an LED source can actually extend its lie.

Instead o taking the time to replace conventional lighting regularly, the exceptional liespan o LED lighting

allows or significant savings when it comes to maintenance and replacement costs, as we will discuss in the

next section.

Low maintenance

Te use o LED lighting was initially adopted in the commercial market, where consumers typically see high

maintenance costs. However, the maintenance costs o LED lighting have gone down considerably in the

past ew years and costs are continuing to decline and become less o an issue or consumers.

Te extended liespan o LED lighting creates less o a need to replace ailed lamps and structures. As a

result, the need or lightning maintenance will decrease and will once again save you money.

Color and Design

Another more flashy benefit o LED lighting is the wide array o colors and designs that are offered. LED

lights can be combined in a number o different designs and shapes in order to produce efficient lighting

solutions or both commercial and residential use.

LED lights are also offered in a wide variety o saturated colors, and white lights are also available. Modules

that are made up o different-colored LED lights (usually red, green or blue) have the ability to be tuned to

an impressive range o colors. Tese lights can also be dimmed in a simple manner.

Eaton LED Lighting Solutions

Eaton delivers a broad range o innovative and reliable indoor and outdoor lighting solutions, including

luminaires and controls designed to maximize perormance, energy efficiency and cost savings. Offering

one o the broadest selections o products in the industry, Eaton helps businesses and communities leverage

the latest technologies to enrich the quality o lie and protect the environment.


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Eaton utilizes top grade LEDs and driver technology in our fixtures, said Hatter-Cadley. Our LED

fixtures are tested or reliability as well as LM79. Tis allows us to be sure that color will remain intact andthe lie o the fixture can be predicted.

For more inormation about LED lighting and Eaton lighting solutions, please visit us at:

http://www.eaton.com/CJE/energizing/Lighting-Solutions-WaveStream/index.htm.
http://www.eaton.com/CJE/energizing/Lighting-Solutions-WaveStream/index.htm.http://www.eaton.com/CJE/energizing/Lighting-Solutions-WaveStream/index.htm.


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oday Eaton Video Storyboard

Audience

Te audience or this video will be current Eaton customers, industry non-traditional media members and

industry association bloggers.

Communication Objectives o motivate at least five non-traditional media outlets to eature a story about odays Eaton within

one year. o be measured by monitoring and analyzing blog posts o targeted outlets and alsomonitoring the engagement with each post.



Key Messages Eaton delivers a broad range o innovative lighting solutions to maximize perormance, energy

efficiency and cost savings.


Eaton provides accurate and insightul content regarding the industry to non-traditional mediaoutlets.

Eaton seeks to connect with lighting industry non-traditional media members to keep them updated

about current trends in the industry.

Strategies

Use digital and online media to generate conversation with influencers about odays Eaton, and its

new lighting solutions capability.

Position Eatons new lighting solutions capability as an essential component o all Eaton events andpublications

Measurement

Te video will be uploaded onto Eatons lighting solutions Youube channel. Trough Youube, Voltage

will track views over time, ratings and comments. We will also track demographics or a deeper insight

and to ensure its reaching the right demographics and relevant viewers.


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Denver International Airport Infographic

Audience

Te main audience or the inographic is non-traditional media members. Te inographic series serves as

a comprehendible way to understand odays Eaton. It will be included in the media kit as well throughout

Eatons website and Te Lighting reSOURCE blog.

Communication Objectives o motivate at least five non-traditional media outlets to eature a story about odays Eaton within

one year. o be measured by monitoring and analyzing blog posts o targeted outlets and also

monitoring the engagement with each post.



Key Message Eaton delivers a broad range o innovative lighting solutions to maximize perormance, energy

efficiency and cost savings.

Strategies

Use digital and online media to generate conversation with influencers about odays Eaton, and itsnew lighting solutions capability.


messaging through increased interaction with non-traditional media.

Measurement

Te success o this inographic will be measured by the amount o clicks the inographic receives and the

engagement on social media such as shares and likes.


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Invitation to Blogger Dinner at the 2016 Greenbuild InternationalConference and Expo

Audience

Bloggers who are attending the 2016 Greenbuild International Conerence and Expo.


o increase engagement between industry non-traditional media (bloggers and online orums) and

Eaton by 10 percent within one year.

Key Message Eaton seeks to connect with lighting industry non-traditional media members to keep them updated

about current trends in the industry.

Strategies

Use ace-to-ace communication to introduce non-traditional media to odays Eaton and its new

lighting solutions capability.

Develop Eaton as a thought leader in the lighting industry through third-party recommendations rom

key influencers and developing more content.

Position Eatons new lighting solutions capability as an essential component o all Eaton events and

publications.

Measurement

Te success o this communication element will be evaluated by the amount o bloggers that have R.S.V.P.d

or the event. Voltage Communications will consider persuading at least 30 bloggers to attend the event as a

success or this communication element.


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Back:

Front:


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primary

research

report


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Executive Summary

Voltage Communications interviewed two independent lighting bloggers, five lighting industry

association bloggers, our traditional media members, one electrical engineer, and three electrical

contractors. Voltage Communications conducted these interviews over the phone and via email using

a set o predetermined questions. Tis qualitative research gave Voltage Communications a chance to

connect with the key audiences and ormulate a better understanding o how to incorporate them into the

campaign.

Voltage Communications ound primary and secondary publics are generally unaware o Eaton. Based

on interviews conducted, a majority o these individuals were also unaware o Eatons Cooper acquisition.

Interviews with industry associations revealed its members receive news rom non-traditional media

outlets such as blogs and online trade journals. Te associations use blogs to provide industry-related

news to its members.

Trough the ocus group conducted with Eaton employees and marketing consultants, Voltage

Communications discovered Eaton employees have immense pride in the company. As a result, the

employees want to create awareness o the companys new electrical capabilities and inorm consumers

that Eaton offers service or customers all over the world, no matter what the challenge is or where they

may be. Voltage Communications ound that Eaton employees want to position Eaton as an expert sourcewithin the electrical industry.

Employees are also encouraging the Eaton sales team to connect with the Eaton North American sales

channel to leverage relationships Eaton has with industry contractors. Tis will allow an extended amount

o Eaton products to be eatured in new projects and create new market opportunities.


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Eaton Internal Employees and Marketing Consultants Focus Group

Voltage Communications conducted a virtual ocus group with Eaton employees

and members o two key agencies that Eaton works closely with. Te ocus took

place Wednesday, Sept. 23, 2015 rom 3:45 p.m. to 5 p.m. at Eaton Center in

Cleveland, Ohio, and allowed participants to give Voltage Communications a

better understanding o the Cooper acquisition to create the story o odays

Eaton.

Objectives

o learn how Eatons business objectives connect to increasing understandingo odays Eaton among nontraditional media influencers.

o obtain the key points and language necessary to help us create a narrative

on what the new capabilities mean or odays Eaton.

o gain a better understanding o current and potential customers or Eatons

electrical sector.

o increase understanding o how Eatons electrical business differentiates

rom its competitors and Eatons market position among competitors.

ScreenerHolly Mueller, manager o external communications at Eaton, assembled the

ocus group or Voltage Communications. Mueller compiled a group o six Eaton

employees and our marketing consultants who are partnered with Eaton. All

participants signed a consent orm and agreed to be audio recorded or research

purposes.

Methodology

Voltage Communications asked open-ended questions to engage ocus group

participants in conversation to explain how Eaton has changed since the 2012Cooper acquisition. Participants were also asked to develop their own 30-second

elevator pitch to explain Eatons new capabilities to a prospective customer.

Using these two approaches, Voltage Communications developed a better

understanding o odays Eaton and o what Eaton now offers as a result o the

acquisition.

We are workingtowards getting

directly to owners,whether it be ahospital, or auniversity, orwhatever the

case, to share thebreadth of

products that wehave to offer.

-Garry Jennings

Director of Sales - Great

Lakes District, Eaton


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Focus Group Participants

Regina Perundik

Owner,

Cobblestone Creative

Connie Smith

Marketing Communications Specialist,

Cooper Power Systems, Eaton

Leslie Swiantek

Account Executive,

Cobblestone Creative

Mike Correll

Director o North American Marketing,

Crouse-Hinds Division, Eaton

Kelly PropstDirector o Strategic Accounts,

Largemouth Communications

Garry JenningsDirector o Sales - Great Lakes District,

Eaton

Bernadette Miller

Senior Account Executive, Largemouth

Communications

Judy Simms-Brown

Marketing Communications Manager,

Cooper Power Systems, Eaton

Michelle Phillips

Marketing Communications Manager.Global Segements, Eaton

Kristie Anderson

Director o Marketing Communications,Lighting Division, Eaton

Objective One

o learn how Eatons business objectives connect to increasing understanding o odays Eaton among

nontraditional media influencers.

Key Findings

Participants agreed that Eaton has a sharp ocus on growth o the new capabilities, but has not lost ocus

o the core business. Manuacturing excellence and developing a winning culture were identified as key objectives or Eaton

internally, which both help tell the story o odays Eaton.

Participants agreed that above all, Eaton wants to be considered a thought leader in the electrical industry.


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Objective wo

o obtain the key points and language necessary to help us create anarrative on what the new capabilities mean or odays Eaton.

Key Findings

Saety and reliability were identified as the top two characteristics that

almost every orm o Eaton communication is built upon.

Participants agreed that Eaton wants to increase the understanding that

although Eaton products are sold all over the world, Eaton provides

local coverage and has representatives who are available to work ace-

to-ace with customers at all times. As a result, Eaton can help solvecustomer problems no matter where they are in the world.

Saety you can rely on, and Innovation you can rely on, were

identified as key taglines used by Eaton since the Cooper acquisition.

Participants said they want the public to know that Eaton has a passion

to take care o its customers, no matter where they may be.

Objective Tree

o gain a better understanding o current and potential customers or

Eatons electrical sector.

Key Findings

Participants highlighted the act that the National September 11

Memorial & Museum currently uses Eatons emergency communication

system, part o its new lie saety and mass notification capability.

Another participant also highlighted Eatons partnership with NRG

Renew. Te specific project mentioned was a solar project that involved

nearly the entire breadth o Eatons solar solutions with the exception o

one product. One participant noted the launch o a new blog, Lighting Resource,

which went online October 1 and provides industry customers with a

one-stop shop or receiving news on industry trends and products.

Objective Four

o increase understanding o how Eatons electrical business differentiates

rom its competitors and Eatons market position among competitors.

At a very high level,

I would say (Eatonsobjective) is to bridgesolutions as one Eato

across all theplatforms that we

support.

-Kristie Anderson

Director of Marketing

Communications, Lighting

Division, Eaton


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Key Findings

Participants again noted that Eaton can help customers around the world with whatever their challengemay be, which helps them stand out above competitors.

One participant also noted that Eaton wishes to differentiate itsel rom the competition by becoming the

easiest company to select and install products rom through service initiatives currently being worked on

by the company.

Other Key Findings

All participants had immense pride in the Eaton brand and believed that the company stands out rom

its competition in a number o ways since the 2012 Cooper acquisition.

All participants agreed that Eaton wants to be considered a thought leader in the industry. Participantsnoted that Eaton has taken steps toward accomplishing that goal through the creation o a mobile

training experience program (a 40-oot mobile trailer ull o Eaton products that helps educate

customers about electrical installations in hazardous environments.)

Eaton is also set to launch a global nurturing campaign that will highlight Eatons thought leadership

across all o its new capabilities rom the acquisition.

Participants also noted that employees are encouraging the sales team to connect with the Eaton North

American sales channel to leverage relationships Eaton has with industry contractors to allow an

extended amount o Eaton products to be eatured in new projects.

Implications

With these ocus group findings, Voltage Communications will create a variety o tactics to help position

Eaton as a thought leader in the electrical industry. Finding ways to create the perception o Eaton as an

industry thought leader will help tell the story and heighten awareness o odays Eaton. Also, Voltage

Communications will use these findings to help strategically tell the story o odays Eaton among non-

traditional media outlets.

When I think to some of the discussions we had whenCooper was rst acquired, almost every presentation startedwith a mission statement that Eaton wanted to be the most

admired business.

-Mike Correll

Director of North American Marketing,

Crouse-Hinds Division, Eaton


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Interviews with Primary Publics

Independent Lighting Bloggers

Methodology

Voltage Communications interviewed independent lighting bloggers and

lighting industry association bloggers to gain a better understanding o what

topics they choose to write about and how they make those decisions. Voltage

Communications also interviewed these bloggers to gauge awareness o odays

Eaton, and to discover perceptions o Eaton competitors.

Bloggers Interviewed

Elizabeth Johnson, Te Electric Current

Te Electric Current is the blog or Te Electrical Alliance, which is a group o

over 150 union electrical contractors in Washington, D.C. Te blog eatures at

least two posts a week and mainly ocuses on trends in the electrical industry.

A lot o posts revolve around green building and sustainability in the D.C. area.

Craig DiLouie, LightNOW

Tis blog has been providing news and opinion to the lighting industry ornearly eight years. It includes posts rom experts in the lighting field including

consultants and lighting designers. Blog posts include news items to keep those

in the industry up to date, opinion pieces and links to new research and tools

within the lighting industry.

Key Findings

Johnson said she tends to write about trends related to the electrical

industry.

Johnson did not have any prior knowledge o Eaton and the Cooperacquisition and its capabilities.

Johnson stated that she has had contact with Eaton competitors on witter.

Johnsons main audience is electrical contractors and she said she tries to

provide them with content thats relevant to their career.

DiLouie demonstrated knowledge o Eaton and the Cooper acquisition and

noted the good reputation that Cooper had.

A lot of the things

I nd myselfwriting about are

related to trends inthe electricalindustry like

sustainability andgreen building.

-Elizabeth Johnson

Blogger,Te Electric Current


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DiLouie identified Edison Report as a blog he requently visits or industry inormation and

JimOnLight as about the industry he visits or un. DiLouie mentioned he preers organic blog content over sponsored.

DiLouie identified that his blog also has a presence on witter, with nearly 2,000 ollowers.

DiLouie mentioned that he does not preer to be pitched or a story. However, he indicated that press

releases are perect or him to use i he wishes.

Implications

Trough these two interviews, Voltage Communications discovered that these bloggers preer organic

content over sponsored. Both bloggers were unaware o the new capabilities Eaton provides as a result o

the Cooper acquisition. With these findings, Voltage Communications will develop a strategy to inormindustry bloggers o the benefits they can receive rom creating content about odays Eaton.

An interesting blog post provides either want to know orneed to know information. Want to know info includesinteresting stories about light and lighting. Need to know

includes interesting stories about lighting technology anddesign.

-Craig DiLouie

Blogger, LightNOW


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Lighting Industry Association Bloggers

Methodology

Voltage Communications interviewed members rom associations to gauge the awareness level o odays

Eaton and their preerences or receiving industry-related news.

Industry Associations Interviewed

Christine Coogle, Social Media, National Electrical Manuacturers Association

Mary Shoemaker, Policy Researcher, American Council or an Energy Association Economy

Noah Swistak, Member Services Coordinator, Association or the Advancement o Sustainability in Higher

Education

Kate Feltgen, Inormation Services Director, Association o Energy Engineers

Key Findings

All participants were amiliar with Eaton, but only one participant was slightly amiliar with the

acquisition.

Each participant noted that the association had its own blog to connect with its members.

Participants noted that e-newsletters are one o the main sources o communications or inormation

throughout the association.

Participants mentioned that association members also tend to read trade publications and

voltage communications casebook

Documents