Gaining critical ground for Oshkosh Defense

Despite Oshkosh Corporation's reputation for building tough trucks, even the military market confused Oshkosh Defense with a line of children's clothing. The manufacturer of severe-duty vehicles used in missions around the world, Oshkosh Defense needed to generate brand awareness and recognition to successfully market its tactical equipment.

Oshkosh already had partnered with Padilla Speer Beardsley on a successful publicity campaign to promote the company's autonomous-technology advances. Next, the company called on Padilla to help it increase brand recognition among the armed forces — and pave the way for Oshkosh Defense to win major contracts from military-divisions of the armed forces.

Padilla developed key messages for Oshkosh Defense, trained spokespeople, wrote bylined articles on behalf of company leaders, produced and distributed news releases, and generally engaged the media.

Editorial wins included placements with military-base news outlets, defense-industry trade publications, manufacturing and engineering publications, cable network shows, national broadcast news programs, and national print newspapers.

Coverage of Oshkosh Defense vehicles and programs continues to gain awareness. In the first year, 638 stories resulted in more than 3 million impressions. In 2009, coverage grew to 2,243 stories resulting in more than 5 billion impressions.

Case Study


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