Project Overview

When National Equipment prepared to break ground on their brand-new headquarters, they knew this moment was more than just a construction kick-off—it was a bold statement about their growth, community commitment, and future-forward vision.

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But how do you turn a ceremonial shovel in the dirt into a story the media—and the public—actually cares about?

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National Equipment asked us to create a media relations campaign that would not only secure coverage—but connect with the community, celebrate their people, and highlight their local economic impact.

On Brand Solution

Instead of templated press releases and staged photos, we focused on narrative storytelling, emotional resonance, and strategic press targeting. Our media campaign was built around:

• Local Impact First: We positioned the HQ as a win for the community, not just the company.

• Clear Visuals: We prepped media kits with dynamic b-roll and powerful imagery from the site.

• Personal Perspective: We spotlighted leadership voices and employee stories, not just executives in suits.

• Press-Worthy Angles: Economic development. Job creation. Sustainability. Community partnerships. We shaped the event into a story, not a promotion.