Wrekin Products is a leading UK designer, manufacturer and supplier of specialist products for the civil engineering industry.
The team came to us with an ambition to be seen as a leading voice to support local authorities in understanding the root causes and solutions when preventing failing ironwork and potholes.
We were tasked with helping Wrekin to explain the lesser-known link between failing ironwork and potholes in a compelling way. We needed to achieve maximum visibility in front of Wrekin’s target local authority audience and encourage high-quality inbound leads.
We developed “Potholes – More Than a Surface Issue: Helping Local Authorities Find Solutions to the UK’s Pothole Problem” – a report that explores how gully grates, manhole covers, and pothole formation are linked.
Our team planned and wrote the report in full through a series of interviews with Wrekin’s specialists. Using its network of connections with like-minded organisations, we were able to gain endorsement of the report, and commentary to include within it. This included local authorities, the roadscape intelligence solutions provider Gaist, and the Local Council Roads Innovation Group (LCRIG).
Using an integrated approach, we made maximum noise. Supporting content was based on news and thought leadership about the report, “news jacking” opportunities on topical government pothole funding stories, and LinkedIn activity to direct local authorities to the Wrekin website and download the report.
During the campaign, the report was downloaded 33 times and achieved 44,387 LinkedIn impressions. High-quality news outlets covered the report including 50% of tier 1 media for Wrekin – achieving eight standout pieces.
With the area of research on the link between potholes and ironwork failure still in its infancy, the report has helped to start new conversations with local authorities. Wrekin has subsequently used the report and campaign to form the basis of its exhibition stands at industry events including Highways UK 2023.