Wrekin Products

Wrekin Products’ unique selling point is its innovative approach to product design and technical expertise within the civil engineering industry; we were tasked with bringing the company’s USPs to life through a retained media relations and social media campaign.

 

 

  • 41
    news pieces

    in 12 months

  • 7
    features

    technical thought-leadership

  • 4 mil
    plus

    audience reach

BACKGROUND

Success was defined as effectively reaching its niche audience of local authorities, engineers, contractors, and utility companies through the most effective channels while supporting the business with other marketing priorities such as the improved functionality of its existing website.

OUR APPROACH

Our priority was to support the client where the most gains could be made in the shortest possible time. In the early days of our relationship, this meant technical fixes to improve the speed and functionality of the Wrekin Products website and reflecting its expertise through social media.

The focus then moved to the on-going generation of content relating to the client’s numerous innovative product launches as well as maximising the opportunity to appear in the monthly newsletter of the Institute of Highway Engineers – the ideal audience for Wrekin.

Further thought-leadership opportunities were secured in addition to the management of a successful project to celebrate a bespoke manhole cover in commemoration of the 50th anniversary of the record Abbey Road by the Beatles.

Our team continues to add value wherever it can and has been flexible in the support provided; even using the professional presenting skills of team member Danielle Hall to voice Wrekin’s first CPD course and submitting numerous award entries.

Results

Media relations

A total of 41 news clippings secured, seven technical thought-leadership features, and monthly articles for the IHE newsletter.

A total of 31 Abbey Road-related press clippings were generated between 25th September and 9th October, with a total reach of 3,490,795 and AVE of £47,402. 83% of coverage generated came from online platforms, with 14% and 3% from print and broadcast outlets respectively.

Previously created content was also used as the basis of an award submission, gaining Wrekin Products a coveted spot on the New Civil Engineer Awards Companies of the Year shortlist.

Social media

Improved engagement across all channels and consistent communication of messages that feed into the wider marketing strategy. Plus, a current focus on bespoke video content that provides educational advice from Wrekin’s expert team.

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