ALLISON TRANSMISSION

TEST FACILITY LEAD GENERATION

Situation

To further Allison Transmission’s mission to Improve the Way the World Works, the company built a 60,000 sqft. commercial vehicle testing facility on its global campus in Indianapolis. Available for use by the Allison engineering team and external customers, the Allison Vehicle Electrification and Environmental Test Center was the first of its kind, allowing product development teams the ability to streamline new product development in a seasonally independent, repeatable and confidential facility. To create awareness for the new state-of-the-art facility, Allison needed to develop a suite of communication tools to educate potential customers on testing opportunities and let the industry know they were open for business. 

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Solution

CVR worked closely with the Allison team to uncover key insights of how to connect with the facility’s target customers and how to educate them of the new and unique testing capabilities. We then developed brand elements and key messaging, sales communications assets, educational literature, social media content and a facility overview video to fuel an integrated marketing launch campaign. Channels included: email marketing, social media, PR, trade publication advertising and industry organization sponsorships to blanket the market while delivering the message directly to key decision makers. 

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Outcome

The message was heard

In the months following the launch, the grand opening video was viewed more than 2,000 times, the facility was featured in over a dozen industry and trade publications, and email campaigns with the support of trade advertising drove more than 4000 clicks to the landing page to learn more.
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