Digging Into Thought Leadership to Grow Share of Voice
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Ditch Witch needed to position its company as an innovator and thought leader in the industry.
Insight
As the pioneer of underground construction technology, Ditch Witch was well known throughout the industry—mostly because of its bold orange equipment, not for its robust media relations. Trade media outlets were an opportunity for this industry trailblazer to stand out with quality coverage on key issues.
Idea
We created and executed a communication program that included story mining and development of thought-leadership topics, writing technical articles, actively pursuing customers for job-site stories, securing speaking opportunities, leveraging industry events to connect with media, and grow share-of-voice in priority trade publications.
Impact
In 2023, Ditch Witch media coverage increased 11% year-over-year due in large part to a 95% increase in editor-conducted interviews. After a year of strategic relationship building and outreach with a reporter with the Wall Street Journal, this high value program was a feature story. As part of our annual program, we also secured 10 prominent speaking opportunities at flagship industry events.
Results
11%
increase in media coverage
95%
increase in media interviews
10
speaking engagements
Awards
Reach Out
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