In 2004, Enlux, a Mesa, Arizona-based thermal engineering company, needed Public Relations assistance to introduce their creation of the first light bulb based on LED technology (the small lights on items like cell phones and coffee pots). Enlux was a young company and media would likely resist information about them.

Plan

With LIGHTFAIR International, the lighting industry's preeminent trade show, taking place in the spring 2004, the Off Madison Ave team decided to launch the Enlux LED Flood light bulb at the event to introduce this innovative lighting technology. With LIGHTFAIR International as the cornerstone of the public relations program, a primary objective was to establish credible relationships for Enlux with lighting industry trade and national media.

As part of an overarching strategy to position Enlux as a relevant and reliable source of LED technology, the agency had a tight timeline - about five weeks - to prepare for the unveiling of Enlux.

Create

PR tactics included the preparation of an Enlux trade show booth outfitted with product demonstrations; completion and submission of LIGHTFAIR award applications in the categories of "Energy Award" and "Best of Show in LEDs"; development of press kit materials; professional media training of Enlux spokespersons; and the advance pitching and securing of 15 media interviews with trade reporters to take place onsite at the trade show.

When LIGHTFAIR contacted Off Madison Ave prior to the trade show to advise that Enlux was selected as an award finalist, the agency seized the award competition as an opportunity to contact the "Circuits" section of The New York Times and the "What's New?" section of Popular Science to introduce Enlux to these prominent publications.

Achieve

On the first day of LIGHTFAIR, Enlux won the two awards for which it was competing. Shortly after the conclusion of LIGHTFAIR, The New York Times ran a story about Enlux under the headline, "LEDs Make for Warm Light, But the Bulb Keeps Its Cool." The June 2004 edition of Popular Science covered Enlux in a feature roundup entitled, 20 Seriously Hot Products That (Almost) Speak for Themselves."

Popular Science's "Best of What's New" issue showcases the top 100 tech innovations in 12 categories, and the Enlux LED won the Home Technology category and received a feature story in the December 2004 issue.

Given coverage in Popular Science, The Times and numerous lighting trade publications, media coverage of Enlux and its energy efficient light bulb totaled more than 3.5 million in circulation-an estimated advertising value of more than $250,000. Further, as a result of overall awareness, Enlux saw a 100 percent increase in overall sales.

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