In April, Wineman Technology celebrated its 20th anniversary. Anniversaries are a great time to showcase what your company has been through and what you’ve accomplished over time. Often, employees have their hands in the day-to-day work of a company, but marketers have the time to interview and dig deep into the history of the company. After conversations with the engineers at Wineman, we uncovered extremely newsworthy details about the company’s history. For example:
- Over the course of 20 years, Wineman boasts a 31% average yearly increase in revenue
- Wineman is home to 11 engineers with LabVIEW development certifications
- The company furthers hands-on learning by donating to institutions like Michigan Technological University, where students are building a mobile laboratory
To promote Wineman through their 20th anniversary, we created and wired a news release, sent customized news pitches to targeted journalists, and published specific web content that drove traffic to Wineman’s web site.
Creating a News Release
News releases get a company’s information to its audiences clearly and provide credibility. Well-written news releases are often covered by multiple outlets and online news sites, ultimately increasing a company’s web presence. As a result of our Wineman’s news release, their 20th anniversary was covered across the globe in outlets like CNBC, Yahoo! News, and Reuters.
Sending Customized Pitches to Targeted Journalists
TREW uses email news pitches to reach targeted journalists. We spend the time and effort to create customized press lists for each of our clients to ensure that we’re starting conversations with the most relevant journalists for their products and services.
For Wineman, we sought local coverage to celebrate the company’s accomplishments. We reached out to journalists in the mid-Michigan area, as well as large, industry-wide publications, and received coverage in a wide range of outlets (including the Facebook page of a local, influential business alliance, below). Because the local publications are more interested in a human interest story and how the company has impacted the local economy, and the industry publications are interested in how the company’s technology has developed and what solutions they have created over time, we created two different news releases – one for each audience. It is important to customize news for your audience and send journalists something that is valuable and interesting to their unique audience.
Creating a CTA with Specific Web Content
A developed news release that is sent to targeted journalists also needs to have a next step for readers, a call-to-action (CTA). In Wineman’s case, we created an interactive timeline on Wineman’s site, where readers could go to see images and details about Wineman’s history. The URL for the timeline was included in the wired news release and in the outreach to journalists. Each date and on the timeline provided images and details about Wineman’s history, along with links to more information on other parts of their site.
Happy 20th Anniversary, Wineman!