Client Profile

For five years, CooperKatz was retained to support corporate communications initiatives that promote Otis Elevator Company thought leadership and innovation – particularly relative to its engineering techniques and pursuit of energy efficient technologies.

The CooperKatz team has secured significant feature coverage for Otis in The Wall Street Journal, USA Today, New York Daily Newsand Bloomberg, among others, along with broadcast segments on outlets like NPR “Marketplace.”

In 2012, Otis tasked CooperKatz with building a social media presence for the 160 year-old global brand. After conducting a comprehensive social media audit, the team focused on establishing YouTube and Twitter accounts for the company. CooperKatz designed and launched the Otis YouTube Channel in January 2012, which featured a wide range of videos about Otis products as well as a wealth of fascinating, seldom-seen historical footage from the Otis archives. The channel serves as a resource for the Otis sales force and allows the company to engage with the active community of elevator enthusiasts who post elevator-related videos to YouTube. 

We launched the Otis Twitter page in April 2012, with responsibilities for managing and maintaining the platform. The team drafted all content and monitored the social space for opportunities to advance the brands reputation and its influence on social channels. We developed and executed a response protocol for negative and service-related @mentions and provided recommendations on how to engage with users in a way that positioned Otis as a responsive, innovative, customer-focused brand.

CooperKatz was also instrumental in supporting the establishment of the first ever Otis Social Media Council, a group of internal Otis communications employees across nine countries – including Brazil, China, France, Germany, Russia, Spain, Turkey, the UK and U.S.. This group met monthly to better align on global social media strategy and share best practices. The team developed presentations on topics such as how to grow a follower base and assisted in arranging training sessions with relevant third-party companies like Radian6 (now owned by Salesforce).

By the end of 2013, Otis more than doubled its year-over-year follower base and remained the elevator industry leader on Twitter with the greatest number of followers in comparison to competitors. Promotions around industry events and original campaigns such as Otis’ 160th Anniversary served as excellent opportunities to connect with key journalists, current employees / prospects and elevator enthusiasts. Examples of engagement throughout the year included interactions with Tim Catts of Bloomberg, Carl Quintanilla of CNBC, New York Times Business, Scientific American, Popular Science, China Daily and others.