FUTURE INDUSTRIAL TECHNOLOGIES (FIT)
Workplace ergonomic training for industry utilizing BACKSAFE and SITTINGSAFE Programs administered by specially trained chiropractors.

CHALLENGES:

• Reach more health professionals who desire training;
• Reach more industries that want the service;
• Create informational material to relieve the President of constant sales trips;
• Establish a predictable sales pattern;
• Bring brand awareness of the FIT programs to national recognition as the standard in ergonomic workplace training.

WORK:

• Designed and implemented multi-phased PR and marketing campaign with two key publics: chiropractors who became BACKSAFE consultants and industries who bought the BACKSAFE Program;
• Created a 30-minute audiocassette infomercial and mailings to reach chiropractors and reduce President’s sales travel time;
• Custom-angled releases to educate individual industries on FIT program benefits in their specific workplace arenas;
• Garnered media print placements featuring FIT chiropractors in key chiropractic publications and on radio;
• Positioned with a national professional trade organization and got them to recommend doctors to the FIT program;
• Pitched story from President’s angle to increase his industry recognition;
• Presented to White House and OSHA in Washington, D.C. Proposed that FIT program be considered the standard for ergonomics in America;
• Placed spokesperson on TV and radio and at conventions and events;
• Created networking opportunities to increase sales;
• Created internal long-range strategic business and organizational plans;
• Consulted on business growth management and expansion potential.

RESULTS:

• PR and marketing efforts for FIT doubled its income and reduced its marketing expenses by two-fifths;
• Achieved huge number of placements in chiropractic and industry media;
• Results of using the infomercial were excellent;
• The President was freed from constant sales travel;
• Participating chiropractors were featured in their local media to validate their efforts and motivate increased participation;
• FIT spokesperson appeared on TV, radio and at events and conventions;
• After only six months, FIT’s President was nominated as one of the most influential people in the chiropractic industry by Dynamic Chiropractor Magazine and received numerous media placements including cover story in FCER’s ADVANCE magazine;
• Successfully completed White House and OSHA presentations;
• FIT brand recognized as national standard in ergonomic training;
• Media placements in international executive publications resulted in a sale in excess of $500,000.

FROM THE CLIENT:

“…Because of your hard work, excellent media contacts, and knowledge of the field, we have received numerous sales leads from a direct result of the national media placement your company attained for us.

It is nice to know that a growing national company such as ours has such a high-powered Public Relations firm handling our media and generating valuable leads on our behalf.”

Dennis Downing, President

MEDIA:

Advance, American Industry, Chiropractic Economics, Compliance Magazine, Commercial Building, Computer World, Dynamic Chiropractic, Engineer’s Digest, Government Product News, Managed Care Innovations, Plant Engineering, Power Delivery Product News, Occupational Hazards, Safety & Health, School Transportation News, The Week in Chiropractic, USA Weekend, US Airways Inflight Insights, Work Injury Management

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