Using digital and traditional channels to strengthen the Permaroof UK brand and position its team as thought leaders in the roofing and building products sector.
resulting in 131 press clippings
in key trade titles
in clicks to the Permaroof website
We began working with Permaroof UK Ltd – the country’s leading importer and distributor of Firestone RubberCover EPDM roofing products – in October 2019 on a retained basis.
In just 11 months, we have positioned Permaroof UK as a thought leader and given the firm a recognisable industry voice – prioritising the creation of high-value features and news pieces, in addition to reaching new and existing audiences through engaging social media content.
The objectives in year one were to increase Permaroof UK’s share of industry voice and raise awareness of the business in local, regional, and trade media. The aim was also to reach new and existing audiences with strong written content and great imagery across owned channels (website and social media), as well as combatting an increase in competitor press coverage.
Our content-led approach has achieved fantastic results for Permaroof UK over the past six months, securing high-quality coverage in key trade and regional titles.
Between October 2019 and August 2020, we secured 19 features and drafted 20 news pieces, as well as providing support with social media content, LinkedIn articles, and award entries. The construction firm was mentioned in a total of 131 press clippings with a reach of 1,669,604. We calculated that Permaroof UK had 70% share of the industry voice through key trade titles in comparison to its two main competitors.
Titles included: Professional Builders Merchant, Builders Merchants’ News, Professional Builder, Real Homes, Builders Merchants Journal, Roofing Today and Roofing, Cladding & Insulation.
Our team quickly implemented a strategy of creating more people focussed and advice-based posts to boost engagement.
Its Twitter, Facebook, and Instagram bases continue to grow while LinkedIn has seen an average monthly engagement rate of 4.99% – peaking at 6.91% in January. According to marketing platform Aamplify, an engagement rate above 2% is considered to be very good.
The team works closely with Permaroof UK’s dedicated SEO team. Through the provision of optimised content, Cartwright has supported with a 111% increase in Google searches for Permaroof UK, with an additional 571 new potential customers spending significant time on the client’s website after engaging in its social media platforms.
“Not knowing really what to expect, we were guided through the maze by the Cartwright team. I was taken back by the attention to detail and creativity of the team.
“PR has opened up avenues and angles to our prospective markets we didn’t even think about. The Cartwright team has really raised our image and profile within our sector to the point where business associates are noticing a difference. I have really enjoyed my journey so far and cannot thank the Cartwright team enough and I’m really looking forward to working with the team over the next several months.”
Adrian Buttress | Permaroof UK Ltd