Acme Engineering & Manufacturing Corporation is a leading manufacturer of fans and ventilation equipment. In recent years due to inconsistent advertising and marketing budgeting their market share and awareness in the industry had begun to wane. Acme was in need of a "shot in the arm" to revitalize their sales representatives and distributor network.

Operating in a mature market segment in an industry where product innovations were evolutionary, as opposed to a young industry where revolutionary product advancements drive growth and market share. Acme had to find a way to let the market know that it was still a force in the industry. To accomplish this Beals Cunningham developed a communications strategy to re-establish the company's credibility by associating it with large, very high profile projects.

Initial projects chosen included the St. Louis Rams NFL football stadium, the Luxor Hotel, the Dade County Water Treatment facility, and the Academy Awards Kodak Theater, although it never was actually produced due to the bureaucracy of the approval process.

These large projects were featured in a mix of press releases, collateral features, and an aggressive vertical trade publication advertising schedule. The advertisements almost immediately went to the top of the readership studies, and were among the highest recalled ads for the year in each of the publications on the media schedule.

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