As the pioneer of underground construction technology, Ditch Witch was well-known throughout the utility industry – mostly because of its orange equipment, not its spotty media coverage. Ditch Witch turned to Padilla to amplify its PR efforts, increase its earned media share of voice, and strategically position itself as an innovator and thought leader in the industry.
By uncovering gaps in the earned media landscape, we identified opportunities to build content and insert subject matter experts into industry conversations about infrastructure rehabilitation, fiber build-out, workforce shifts and safety.
A steady drumbeat of thought-provoking content could bring Ditch Witch from “those orange machines” to the organization that is driving industry trends and conversations.
Padilla developed an ever-evolving communication program using thought-leadership content, customer success stories and company news to secure industry speaking engagements and a steady stream of coverage in key trade publications.
In the ﬁrst year of program implementation, we increased media coverage by 78% year over year, including a 130% increase in strategic customer success stories and contributed thought-leadership articles. Since implementing the program, we’ve helped identify, secure and maintain a steady stream of prominent speaking events, and maintained an annual share of voice of more than two times that of its closest competitor.