Building a Relationship

Manufacturing & Industrials, Public Affairs

Rubbermaid Commercial Product (RCP), a manufacturer of innovative, solution-based products for commercial and institutional markets worldwide, entered the Chinese market over 15 years ago, but its clients were limited to very few high-end hotels and properties. They wanted to expand their business and aimed to double sales in two years through a series of rebranding and marketing campaigns.

We leveraged two trade shows and a visit from Newell Rubbermaid’s global CEO. FleishmanHillard helped RCP carry out a series stakeholder engagement and communication campaigns to enhance awareness and establish relationships with key stakeholders via a RCP “Work Smarter” Gala dinner, a media round table and a courtesy meeting with Mr. Zhou Bo, Vice Mayor of the Shanghai Municipal Government.

The results? We delivered RCP’s brand message to key stakeholders in Shanghai and established strong business relationships. At the same time, RCP gained meaningful media coverage, and built relations with trade media. After the campaign, RCP awarded us another two retainer business projects.