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-Project:

-Client:

-Date:		 Press Campaign

Sto

May 2003

 

 

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The RIBA CPD Interbuild delegate mailer




Objectives

  • Raise awareness and understanding of Sto as both an external wall insulation / rendering solutions supplier, but also Interiors rendering and Acoustic ceiling solutions: StoSilent and Sto Décor
  • Divide press work 50/50 between Exterior and Interior products.
  • Achieve in-depth coverage within the key architectural / construction publications
  • Develop a bank of press material / information that will allow The Creative Department to react to immediate press requirements as they become apparent, or proactively respond to an industry issue / feature possibility that can not be fulfilled with the material produced in Objective 3.

Method

As requested we tackled the 2 main sectors separately:

Exteriors

  • Technical Case study release about Sovereign Quay, a recently finished coastal development. Appropriate for various Cladding and Insulation features appearing within several specifier magazines towards the end of the year.
  • 2 themed articles:
    • Hospitals: Combining several of the hospital projects that Sto has been involved in. This was targeted at several of the Public Sector magazines that are covering the subject Cladding & Insulation helped to communicate that STO can provide a rendering solution for all budgets.
    • '‘You can combine aesthetic design with insulation solutions’. Targeted at the top specifier magazines.
  • Developed a bank of press material / information on the exterior product range to gain coverage on other themes as other opportunities arose throughout the campaign
  • Contined communication with the top specifier journals to identify possible interview possibilities.

Interiors

  • One Technical Case study release about Homes Place which illustrated Wall plasters with specific requirements. Suitable for top specifier press and Building for Leisure publications.
  • One Themed article: Health and Safety issues surrounding paints. Targeted at contractors and Painters & Decorators. Key message being STOs environmental and H&S policies.
  • Interview: opportunity to introduce STO interiors as a whole to the interiors press along the theme of ‘More to STO than just exteriors’, or ‘there’s more to paints that meet the eye with Sto’. We suggest Chris as a suitable spokesperson.
  • Press Event: Lamborghini or Holmes Place. Opportunity to see the product in action. This will acted as a suitable platform for talking both about specific products but about the whole interior range as a whole.

The technical case studies and themes identified were based on a combination of future features and the business / marketing objectives set by STO.

Campaign Evaluation

The report consists of the following:

1. Agreed PR objectives

2. Total opportunities to see

3. Total brand mentions

4. Spread of coverage by

  • calendar month
  • publication
  • target audience

5. Level of coverage (number of column inches)

6. Clippings

7. Equivalent advertising cost (EAC)

To enquire further about this case study please go to our enquiry form.