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In
terms of both cost and results, one of the most effective methods
by which companies can promote their products and services is by
gaining editorial coverage in the trade press. There are essentially
three reasons for this. 1. The material is published on the judgement of a third party and is therefore effectively endorsed, adding weight to its credibility. 2. The information is going to feature in publications which are specifically aimed at the very audiences you want to reach, so impact will be high. 3. Third, sustained, targeted, press relations activity is likely to cost far less than an advertising or direct marketing campaign. Protan (UK) Ltd. is a company that has learned to maximise its press opportunities. A subsidiary of Protan A/S, a multi-national organisation and Scandinavia's largest producer of thermoplastic roofing membranes, it has an extensive range of plasticised PVC and other flexible membranes for a variety of roofing applications and is one of the leaders in its field. In common with many 'business to business' clients in specialist sectors, Protan does not have an extensive marketing budget, neither does it have a dedicated, in-house marketing communications team. That's where The Creative Department comes in, playing the role of the 'outsourced PR department'. The first task is to compile a list of prime media candidates, establish their editorial programme for the year ahead and their willingness to accept special features in addition to the more conventional releases. Next comes the job of establishing, with the client, an internal system to identify potential newsworthy articles or releases. Once the material begins to come through it is the responsibility of The Creative Department to research and write the material in an appropriate 'tone of voice' for the publications concerned. A major feature opportunity for Protan, was the CONKERS development in Derbyshire (which may also be known as the Millennium Discovery Centre), which is home to the UK's largest forest park development. The roof forms and profiles of the main visitor centre are unusual, constituting particularly demanding shapes and the roofing specifications on the rest of the buildings presented their own technical challenges too. It was the ideal opportunity to demonstrate both Protan's technical expertise and provide a vehicle for achieving extensive press coverage. Over 1400 words were written for the special feature, which included photographs of the site, along with detailed technical diagrams. Apart from the impact of the press coverage itself, there is the additional opportunity to reprint the article for distribution to prospects and customers. To enquire further about this case study please go to our enquiry form. |
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