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MANUFACTURING Task: to handle the UK element of the pan-European media launch of their latest innovation in cryogenic food freezing, the Cryo-Quick Z. Editorial coverage in the trade press was judged to be the most cost-effective vehicle to achieve maximum visibility and awareness for the new product. The most significant Air Products launch for some 18 months, the introduction of this genuine world- first innovation was regarded as a valuable means of consolidating the Air Products brand as a leader, building on a heritage of some 25 years’ premiership within the UK food processing sector. The event was timed to precede Europe ’s leading food trade show Foodex Meatex, securing valuable editorial coverage in publications covering the show event. We staged the media launch at a high quality London venue. Editors and leading contributors from 10 key food processing publications attended. Full information packs were distributed to all key titles aimed at the following key target market segments: meat products such as burgers and meat cuts; fish fillets and seafood; poultry products; ready meals; snacks and appetisers; bakery goods and ice cream. The team organised every aspect of the launch including: venue and hospitality; invitation and follow ups; press pack; displays; case study of an early adopter; q&a session. (This project was carried out whilst sub contracting to Hammond PR as part of a team.) CITY TECHNOLOGY LIMITED In what had been a world market dominated by just a few long-standing brands, including key innovator, City, a sudden increase in rival manufacturing worldwide created the need to sharpen and target marketing activities. Our Communication Audits among customers and staff revealed poor information sharing and a degree of disenchantment among crucial key customers. We advised a revamp of internal communications for the 300-strong workforce: this included: a revision of cascading methods; the communication of corporate values; the visibility of key board directors; the ability of staff to ‘be heard’ and checking of the ‘rumour machine. Externally, we: devised a targeted press campaign to uphold brand awareness and stressing City’s ‘ innovator’ status; addressed customers’ need for timely, ‘open’ information by launching the monthly Technical Bulletin which is now on-line; developed new product literature.
Compact operates in a fiercely competitive market and obtaining quality coverage in key publications was key to building profile. The PR Department developed an extensive media list and consistently built a lively presence that set the manufacturer apart from competitors and generated quality sales leads. We also coordinated the design and manufacture of an impactful exhibition stand to enhance the brand’s participation in major European lighting shows. IAC Limited is the UK part of a global leader in the design and manufacture of noise control products and systems. IAC operates in 6 diverse markets: architecture and building design (HVAC noise attenuation); media and entertainment (studios, theatres); power generation and heavy industry; engine testing (anechoic chambers) and aviation (aero-engine testing). The PR Department has a long-term relationship with the company and aids promotion of the company’s products and services on a number of fronts: trade and professional press and professional institutes relating to acoustics and engineering; website content and management; customer enewsletters and news items for the website; corporate literature; awards sponsorship, and creative ideas around new business development. We have successfully assisted with the development of a new global website for the Group, and are shifting the focus of promotions away from print to electronic communications so maximising return on marketing spend.
Following the acquisition of the Whatman Balston brand by US technology
giant, Parker Hannifin, we were appointed to communicate the name
change and relocation, to the local media and the UK trade sector
as a whole. This was followed by an energetic media campaign promoting
the filtration technology to UK industry through editorial coverage.
Generation of quality leads exceeded expectations.
Southern Springs needed to guage its reputation among existing and past customers as well as build its base in a market with cut-throat price competition. Design engineers working in product design and engineering were the market. A Communications Audit revealed a lack of understanding in two areas: the need to involve spring designers early in the product design process; and the breadth of Southern Springs’ expertise. We devised a wide-ranging campaign involving trade and professional press feature stories; newsletter; sponsorship of the Institution of Engineering Designers and the Royal College of Art; and direct mail. We also produced a 28-page ‘Designers’ Guide’ to spring design which was described as a ‘stroke of genius’ by SSP’s managing director. The Guide is into its second edition with over 40,000 printed. Every design engineer in the UK is believed to have received a copy and requests have come in from as far away as Brazil and North America. This booklet is now available as a PDF dowload. Sales leads increased 8-fold; relationships were strengthened with existing customers; 100% higher profile among key audience of design engineers.
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