TPI Composites Case Study
Client: TPI Composites, Inc.
Program: Grand Opening of Newton, Iowa Plant
Overview: TPI Composites, a leading manufacturer and distributor
of wind blades, was preparing to launch a new plant in Newton,
Iowa. The company needed to ensure that the launch went smoothly
within the community and to reassure the town of its commitment to
serve as a "green collar" employer for many years to come. TPI also
wanted to position itself as a growing leader in the wind energy
movement nationally.
Objectives:
- Announce the Grand Opening of TPI's Newton, Iowa production
facility
- Tell the manufacturing story of Newton, Iowa -- losing Maytag
and gaining TPI
- Raise the visibility of TPI Composites
Strategies:
- Manage a grand opening celebration including TPI Associates,
Iowa elected officials and media
- Pitch the Newton, Iowa "Green Collar Jobs" story to Arizona,
Iowa and national media outlets
- Position company leaders as experts in renewable energy and the
wind industry
Implementation:
- Managed media interviews and plant tours with Arizona, Iowa and
national media including The Arizona Republic, Phoenix Business
Journal, Arizona Business Magazine, Des Moines Register and New
York Times
- Positioned company officials as experts on the timely subject
of renewable energy and the wind industry to media
- Worked with local and national broadcast media to tell the
story of Maytag's departure from Newton and TPI's arrival with
green jobs. Broadcast outlets included Phoenix and Des Moines
affiliates and CBS Evening News with Katie Couric
Results:
- More than 101 million readers/viewers in local and national
print, broadcast and online media outlets including a cover story
in the Business Section of the Sunday New York Times and a feature
package on CBS Evening News
- Earned Media Value: $7,123,000
- Coverage: CBS Evening News, The New York Times, Yahoo News, MSN
Money, Arizona Republic, Fox 10, Phoenix Business Journal