Situation: Stamford, Connecticut-based United Rentals, Inc. (URI), founded in 1997, has become the world’s largest truck and equipment rental provider with 880 rental locations in 49 states and 10 Canadian provinces. URI acquired RSC Equipment Rental (RSC) in 2012. Prior to the acquisition, RSC sought to increase sales.
Strategy & tactics: We formulated a strategy to increase awareness of the benefits of rental equipment vs. ownership — positioning RSC at the center of the solution. We created an international media relations program targeting national trade and mainstream business news media across North America. Executives at the corporate office and in the field participated in media interviews, authored bylined articles and participated in the development of news stories placed by Hanser & Associates to educate their key audiences on the benefits of rental.
Results: Hanser & Associates secured nearly 100 national news-media placements annually for RSC. We steadily increased the company’s media coverage and impressions, reaching nearly 8 million readers per year. Public relations helped RSC improve sales — including 17 percent annual increase in same store sales — and overall financial performance.