The following pages detail a proactive public relations campaign executed by Diana Sanicki, Marketing Manager for Doka USA, Ltd., representing Doka USA since 2007, and Constructive Communication, Inc. — a U.S. PR firm that specializes in the concrete industry — on behalf of Doka USA since June 2009. The goal of the program has been to deliver key messages related to Doka’s safe, fast and efficient solutions. Key targets include the design and construction trades in the U.S. and Canada. More than 4,209,000 readers have been reached with an ad dollar equivalency of approximately US-$776,550. Further, more than 110 pages of press have been published as a result of Doka’s PR efforts.
The program balances a variety of case studies, technical and how-to articles, as well as editorial briefings. At program onset, many editors and journalists were unaware of Doka, but they now are contacting Doka as an expert source for their publications. Evidence of Doka’s increased presence has carried over to press conferences delivered at the World of Concrete and other industry trade shows, with a growing number of editors in attendance every year.
AwArd-winningIn addition to delivering key messages that help to brand and sell Doka solutions, the Doka USA PR campaign has been recognized with several prestigious industry awards.
Hermes’ Platinum Award & MarCom Platinum Award
In 2010, Doka’s PR campaign was recognized with a Hermes’ Platinum Award and a MarCom Platinum Award - international competitions for creative professionals involved in the concept, writing and design of traditional and emerging media. These prestigious awards are presented to those entries judged to be among the most outstanding in the competition and are recognized for their excellence in terms of quality, creativity, and resourcefulness.
Public Relations PoRtfolio
Public Relations PoRtfolio
In 2009, Doka was awarded a Summit International Bronze-level award for the Formwork Safety campaign. The Summit Creative Award recognizes and celebrates the creative accomplishments of small and medium sized advertising agencies and other creative companies throughout the world with annual billings of under $30 million.
cover storiesDoka USA, Ltd. has been featured in several industry publications cover stories. In August 2010, Doka’s “Top 9½ Formwork Challenges for Concrete Contractors” was featured in Concrete Construction Magazine. In the summer 2009 edition, Doka’s “Challenging high-rise in USA’s ‘windy city’” was featured in Concrete Engineering International. Further, in the January 2009 edition of Concrete Construction Magazine, Doka’s “Building the Fountainbleau” article made the cover.
World of Concrete, Most Innovative Products Awards
In 2009, Doka won a Most Innovative Products (MIP) Award at the World of Concrete (WOC) for the Table Lifting System (TLS). This is the second time the TLS was recognized with a
significant award since its launch in the United States in 2007. In November, the Table Lifting System received the NOVA Award
from the Construction Innovation Forum (CIF). The CIF
is an international, non-profit organization formed in 1987 to recognize and encourage innovation that improves quality and reduces cost of construction.
Doka was recognized in 2010 with another MIP award. Under the formwork category, Doka’s revolutionary new shoring
system, Staxo 100 has been selected as a winner.
Further, Doka received the 2011 MIP award under the formwork category. Selected as the winner was Doka’s new Frami Xlife, a complete
system for forming walls, columns and
The MIP contest acknowledges innovation in the concrete and masonry construction industry. A total of 79 entries in 9 categories were submitted, with 25 winners selected. Each entry was reviewed for their unique attributes and contributions to the concrete industry by the readers of Concrete Construction, Concrete & Masonry Construction Products, Masonry Construction, and The Concrete Producer; World of Concrete attendees; as well as a panel of industry experts.
dokA Xpress: the Formwork mAgAzine The Doka Xpress is a biannual publication that is sent to customers, prospective customers and industry professionals. Featuring current projects and the most innovative products from Doka, this publication reaches approximately 10,000 readers.
pr success The chart to the right depicts the overall success of the PR activities in 2009, 2010 and 2011 (as of 5/11). The graph shows the PR expenses compared to the ad dollar equivalency and provides a clear picture of Doka’s increased exposure to the media since 2009.
2009 2010 2011 (as of 5/11)
1,497,343 710,405 741,038TotalCirculation
PR ExpensesAd $ Equivalency
Public Relations PoRtfolio
dokA public relAtions summAry: June 2009 - mAy 2011
FeAture Articles Article content/title dAte length circulAtion Ad equiv.
GoStructural.Com Manufacturer's turn: form follows function aug-07 2 31,357 $2,885.00
Modern Contractor Solutions
oregon combined aug-07 1.5 30,000 $5,850.00
Concrete Monthly Portland tunnel-combined sewer overflow Key to overhaul
sep-07 2 20,000 $5,000.00
Concrete Monthly formwork systems ensures Millenium Gate success
nov-07 1.5 20,000 $3,750.00
Concrete Today DoKa's unique forming system speeds Devil's slide bridge construction