Sherwin-Williams® has been in the aerospace coatings market for over 90 years, but is still largely perceived as a house paint company. Falls & Co. was asked to position the company as a market leader in the MRO (maintenance, repair and overhaul) segment by making it worthy of consideration whenever aircraft in the general aviation, military or commercial sectors required repainting.
SOLUTIONS
• Position key spokespeople as experts in the industry through an aggressive media relations campaign • Integrate trade advertising into an editorial campaign • Leverage free editorial opportunities by implementing a media buying/value-ad strategy • Develop new website content • Update sales collateral with a consistent branded look to coordinate with the new website • Create an e-finish e-newsletter
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