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
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