Dayco – Re-establishing a Market Presence

Dayco, a global leader in power transmission products, selected The Quell Group to plan and implement a two-day launch of its new technical center to the automotive and heavy-duty market. During this period, Dayco was also to emerge from Chapter 11 reorganization. Quell recognized an opportunity to build a bigger story as an opportunity to showcase Dayco as a stronger, healthier company.

Quell built the event strategy around highlighting Dayco’s key strengths with a focus on communicating its North American business objectives to customers and industry journalists.

The technical center was housed in a newly renovated area of an older production facility. Quell worked with Dayco leadership to develop graphic images and strategic messages to emphasize the company’s global reach, product innovation and performance, and research and validation services.

With just six weeks to plan, execute and deliver a fully integrated event, we successfully created new, sophisticated displays, collateral materials, interactive media and videos. Quell managed all event logistics from invitations and catering to event flow and executive speeches.

The well-attended event surpassed Dayco’s expectations. It resulted in numerous opportunities for Dayco’s North American and global colleagues to renew key contacts. Concurrently, we conducted an aggressive media relations campaign that resulted in multiple interviews and media coverage in key automotive trade media. Reporters, who knew very little about Dayco, spoke to leaders and published stories in key outlets, including AutoTech Daily, Rubber & Plastics News, Automotive Engineering International and Tech Center News.

Dayco, primed to leave Chapter 11, gained both credibility and momentum in the North American market.