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Case Studies |
 The problem: TMEIC GE, a joint venture between Toshiba, Mitsubishi and General Electric, is one of the world’s top manufacturers of drive systems and Salem, Va.’s largest employer. However, a series of partial buy-outs had left the company with a confusing tangle of names and little brand identity. Even though the company had successfully navigated the transition thanks to the quality of its products and its exceptional engineering expertise, little had been done to reinforce customer confidence during the changes. In 2006, TMEIC GE hired AccessPR to help them tell its story to the world. A detailed plan was executed, which combined media relations with mainstream and trade publications, trade conference support, a series of customer schools branded at TMEIC U, and a traveling van complete with interactive displays. Simultaneously, the company’s collateral and Web site were redesigned by the creative side of Access to create a strong, visual brand identity. The result: TMEIC GE has been profiled as an international powerhouse in regional print, business and electronic media. The announcement of an $80 million order with JSW Steel in Mumbai, India, resulted in international media coverage from Singapore to London. Orders and contracts are regularly announced in international trade publications including World Cement, International Cement Review, Steel Guru, Medical Design News and others. A feature story in World Cement has been requested for Oct. 2007.
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