MTU Engine

Challenge

MTU America (formerly Tognum America) was challenged with low brand awareness in several key markets amid a highly competitive marketplace. The Rolls-Royce Power Systems company is responsible for the manufacture, development, sales and service of MTU-branded high-speed off-highway diesel engines and drive systems and MTU Onsite Energy-branded diesel and gas-based power system solutions.

MTU America sought to expand and build upon its existing communications program, but needed more than just another set of arms and legs. The company sought strategic communicators and storytellers to help elevate the MTU and MTU Onsite Energy brands among target audiences. MTU America named Stratacomm agency of record in 2013, tapped to infuse its already successful PR program with new ideas, strategies and tactics. The ultimate goal: demonstrate directly to potential customers that MTU America is the leading provider of reliable, efficient technologies, including off-highway engines, and propulsion and power systems. 

Our Approach

Following a traditional media landscape audit, Stratacomm developed an external communications program to expand the breadth of coverage in trade and mainstream media outlets for MTU and MTU Onsite Energy and bolster overall brand awareness in North and Latin America. Our strategic approach was to:

  • Reach target audiences by establishing a steady drumbeat of product-focused external communications, strategically distributing case studies, technical articles, news and announcements around key milestones, trade shows and speaking events.
  • Go beyond pitching to traditional diesel and engine trade media by identifying story opportunities within new industry verticals where MTU and MTU Onsite Energy could tell their stories.
  • Pitch into business trend stories where appropriate to introduce MTU and MTU Onsite Energy to mainstream reporters. 

Results

Since initial engagement, Stratacomm and MTU America achieved many successes, including coverage for MTU and MTU Onsite Energy products, technologies and/or leadership in familiar industry trades as well as new outlets outside of the diesel and power industry such as HR Magazine, IndustryWeek magazine, CNBC.com and NBCNews.com.

Stratacomm’s efforts also enhance the company’s trade show and marketing efforts through the development of long-form case studies and technical papers to position company subject-matter experts as thought leaders, as well as strategic media relations during key industry conferences. Stratacomm also launched an MTU Onsite Energy LinkedIn company page and discussion group.

As Stratacomm’s work continues with MTU America, a continued emphasis on raising overall brand awareness will drive all efforts and contribute to many years of continued success.

Stratacomm has taken our already successful PR program to the next level. Our team has been able to grasp the complexities of our business in a short timeframe, which has helped them come up with creative news angles and media strategies that have gotten us mentioned in mainstream outlets. Having an agency that is strong both at the technical and tactical levels has been a long-time goal of MTU America and we’ve found that and more with Stratacomm.”

Gary MasonFormer Sr. Public Relations Manager, MTU America Inc.