Brief

Raise the profile of the business to both customers who buy products direct and those who work with the company as a trade partner. Develop creative copy which will secure feature pieces in print industry media and specific target sectors. Support the team with marketing communications and social media engagement.

Recommendations

In order to meet with the brief, Open Communications developed an annual schedule focusing on three key strands; press office to facilitate day-to-day proactive and reactive activity, campaigns specific to vertical media including trade press and social media.

The agency built a schedule that would provide a drip feed of news to all titles, alongside feature copy for vertical media. In addition recommendations were provided to support the businesses use of social media tools, including twitter, which could evolve over time as the business became more comfortable with the techniques.

From the start planned activities, media targets and recommendations made by the agency matched the objectives of the business to ensure a return on investment.

Results

The schedule has developed over time and the agency now works as an extension of the client’s team. Responsible for producing all press materials, feature copy and supporting the team with marketing and corporate communications, which are used to target both current and prospective clients, the agency continues to deliver consistent results with regular full page features appearing in relevant media.

Last year a return on investment of 3:1 was secured and the brand now has greater presence both within the print industry and the sectors it is targeting. In addition the company has secured coverage in local media and beyond.