CanLift: Turning Business Growth Into B2B Authority
The Challenge
CanLift Equipment was making a significant investment in its fleet, adding more than 180 units to support growing demand across Ontario.
Marigold PR was tasked with turning that business investment into a broader story about CanLift’s growth, equipment capabilities and commitment to the Canadian market—while reaching the customers and industry decision-makers that matter most.
The Strategy
Marigold developed a targeted B2B PR campaign combining earned media, a strategic press release and digital amplification.
Customized story angles and pitches were developed for relevant equipment, rental, manufacturing and construction media, supported by proactive journalist outreach, photography and campaign assets.
The campaign positioned CanLift’s fleet expansion as evidence of a company continuing to invest in growth and its ability to support a wider range of customer needs.
The Results
The campaign generated a total audience reach of 140,663, significantly exceeding its media targets.
Campaign highlights included:
8 earned media placements against a goal of 5+
115,432 earned media audience reach against a 25,000 target
25,231 additional reach through social and e-news placements
100% positive media sentiment
Coverage across leading equipment, rental, manufacturing and construction media
Featured coverage included Equipment Journal, Rental Equipment Register and Vertikal, alongside Canadian Rental Service, Canadian Manufacturing, Crane & Hoist Canada, ARA Rental Equipment Magazine and BriefGlance.
Driving Digital Discovery
The campaign press release also delivered measurable digital performance.
Within seven days, the campaign drove 500 clicks to the CanLift website—four times its 125-click target—and reached 849 unique readers, exceeding its goal of 750.
Longer-term results grew to 6,443 total views, 977 unique readers and 570 link clicks. The release was also cited 20 times within AI answer engines, demonstrating how PR can contribute to both traditional visibility and emerging AI search discoverability.
The Takeaway
B2B PR can turn a company announcement into a much bigger market signal.
Marigold helped CanLift transform a fleet investment into third-party credibility, industry visibility and measurable website traffic—reinforcing the company’s position as a forward-looking equipment provider investing in growth and its customers.