We worked with ConSpare, the leading concrete batching plant equipment and spare parts supplier, to launch its first industry white paper, focusing on the need for a more sustainable concrete production process and the route to getting there.
“Why Sustainability is a Concrete Matter: Reducing Carbon and Cost from Concrete Batching Plant Operations” needed to address how inefficiencies in the plant and process leads to wasted materials, unnecessary energy expenditure and increased maintenance interventions – which ultimately result in avoidable carbon and higher operating costs.
By combining commentary from sustainability expert Dr Miles Watkins, client case study testimonials and industry statistics, Cartwright was able to detail evidence in the report about why a new approach was needed – across both an environmental and cost-saving perspective – and ultimately how ConSpare could support via its innovative batching plant equipment.
We drafted and designed the authoritative white paper in time for it to be launched at the UK Concrete Show by James Bullock, managing director at ConSpare. To widen the reach of ConSpare’s desired target audience of concrete plant production managers, commercial infrastructure sales and sustainability managers, we combined media relations and a LinkedIn paid advertising distribution strategy. This was designed to raise brand awareness and direct prospects back to the ConSpare website and landing page, where data capture was used to facilitate valuable white paper downloads.
During the campaign, the white paper was downloaded a total of 56 times, providing the ConSpare team with a database of warm leads to contact.
ConSpare also achieved its highest website user traffic for the entirety of Q1 2023, which peaked during the week of the UK Concrete Show in March and the initial media outreach work, which resulted in 14 pieces of coverage in key titles including The Concrete Times, Construction Update and AggNet.