Chair, Marketing & Industry
The Flolo Corp.
West Chicago, Illinois
The Marketing & Industry Awareness Committee met October 3-4 in St. Louis.
As part of our fall meeting routine each year, the committee discussed EASA’s ongoing Industry Awareness Campaign’s results in getting EASA-authored articles published in the trade press. It’s my pleasure once again to share these very positive results.
As a reminder, EASA works with editors of trade publications to provide articles written by members of our Technical Support Department on subjects of interest to their readers. Trade publications targeted are those whose readers comprise end-user markets (customers) served by EASA members.
The primary target audience is plant engineers and maintenance personnel. Other targets include purchasing, general management, consulting engineers, electrical contractors, facility managers and design engineers.
Trade press editors hold EASA-authored articles in high regard, and EASA is recognized as “The Electro•Mechanical Authority.”
As a member, you benefit from these efforts because this coverage enhances your reputation as a professional solution provider in the electromechanical sales and service industry.
Trade media feature articles totaled more than 668,000 media impressions for the year ending July 31, 2019. Although the number of media impressions (combined circulation of publications) was down from previous years, it is still substantial. Here is a breakdown of the media coverage we received:
- Eight articles authored by EASA professional staff appeared in print editions of five industry trade publications. The eight articles resulted in 509,648 media impressions.
- Two additional articles were highlighted in four industry digital media publications. These digital publications include dedicated online communities and e-newsletters whose members and readers include EASA’s plant engineering/maintenance end-user customer base. These articles resulted in 158,711 media impressions.
- Nearly 60 EASA articles are available online in the searchable content of websites hosted by Plant Engineering, Efficient Plant, Plant Services and Electrical Construction & Maintenance (EC&M).
- Since 2002, more than 250 EASA-authored articles have appeared in 44 separate industry trade publications and related digital platforms, resulting in more than 11.5 million media impressions.
Throughout the year, EASA keeps members informed about many of these published articles via social media and in Currents, with links to many of them on EASA’s website. Members are encouraged to link to EASA’s website and put out articles and share links with customers for use on sales calls or to educate them about our industry.
Another key element of EASA’s Industry Awareness Campaign is industry representation. This includes presentations by EASA before other “publics” such as other Associations, industry groups, utilities, governmental agencies and end users. Since 2001, there have been 87 presentations.
In addition, EASA’s world-class engineering team represents member interests in a variety of standards-making bodies and other such groups. This is a tremendous intangible benefit of our membership. To see a list of these efforts, visit the EASA website at www.easa.com/about-easa/industry-representation.