Background
In late 2010 leading industrial recruitment company gap personnel opened a Birmingham office, the latest in its expansion plan across the Midlands. Part of the strategy was to position the Birmingham office as the central hub for the Midlands region, headed up by James Martin.
James, a major name in the region’s recruitment scene, counted Argos, Somerfield, Walkers Chocolates and global express delivery firm City Link among his previous clients.
Objective
Outwrite PR was tasked with generating positive coverage of the launch in key publications in the region to raise awareness of the company amongst key audiences including journalists, business leaders and potential workers.
Planning & implementation
Outwrite PR interviewed James and wrote a press release that was issued to key contacts. We also liaised closely with key journalists to ensure they were aware of gap, the company’s expansion programme and the considerable expertise that James Martin brought to the company.
As well as generating stories in print and online business media, Outwrite arranged for a journalist from international business and financial news network Bloomberg to interview James about the prospects for employment and growth in the region in 2011.
During the interview James explained how he thought temporary workers would continue to be in demand throughout 2011, a positive message for gap and the wider economy.
Results / outcome
The PR campaign succeeded in securing five pieces of significant coverage across national and regional media.
Coverage included:
- Bloomberg TV
- Birmingham Evening Mail
- Birmingham Post
- Midlands Business News online
- Midlands Businessdesk
Crucially, the relationships forged with key journalists in the region has helped to secure positive coverage since the launch and has encouraged journalists to approach gap personnel for expert comment in the sector and on wider economic issues. Skip to 1:14 on the video to watch the interview with James Martin.
"The Outwrite team has been giving us high quality
PR advice and their press releases have had excellent coverage"
Gary Dewhurst
Managing Director
www.gap-personnel.co.uk