This case study has been shortlisted for two industry awards (best integrated campaign and best use of digital).
Jackson Fire & Security specialises in fire and security solutions. Outwrite was tasked with enhancing the firm’s profile and reputation in and around the head office in North Wales.
Outwrite PR worked closely with Jackson Fire & Security’s marketing manager to devise and implement an integrated PR and SEO campaign.
The SMART objectives:
- Achieve an average of four pieces of regional editorial coverage per month
- Attract 10 links back to the site (domain authority of more than 35)
- Average more than 500 brand-related searches per month
- Increase web traffic by 50 per cent (Due to there being no historic Google data, we compared the final three months of the campaign to the first three months)
- Increase website enquiries
- Increase Twitter impressions by 200 per cent compared to the previous six months
- Increase traffic to the website via all social media by 100 per cent (final three months vs first three months)
- Increase click-thru rate by 500 per cent
- News, case studies and expert blog articles to make up 20 spots of top 50 most visited pages on the site
Research, planning and strategy
The main business goal was clear: grow sales in the North Wales and Chester region.
There were three main areas to our research:
- We interviewed members of staff at Jackson Fire & Security, ranging from the directors, to engineers, to office support staff. This allowed us to get under the skin of the organisation, as well as find out useful information such as:
- Most popular questions asked by clients
- Most common client issues
- Most, and least, popular service(s)
- We asked businesses in the region:
- How they take care of their fire and security solutions
- If they had heard of Jackson Fire & Security, and if so, what their perception was
- Keyword research to assist with SEO, as well as identify other topics and discussion points for the fire and security industry
During our research we discovered:
- Jackson Fire & Security was well known for fire safety solutions, but many people did not know they also offered security solutions (these people believed the company was called “Jackson Fire”
- 85 per cent of businesses without a facilities manager wait for a firm to get in touch about annual fire extinguisher servicing, and those who wait are unlikely to remember it needs doing
- 70 per cent of organisations with a facilities manager had the perception that Jackson Fire & Security was ‘too small’ to deal with a large scale project
For the six month campaign we decided to:
- use Jackson Fire & Security’s existing reputation in fire safety to raise awareness of the brand and its expertise to SMEs in the region
- change the perception that it is ‘too small’ to handle big projects
Implementation of tactics
A comprehensive PR and comms plan was created and approved by the client in August 2015, with a visibility plan (story ideas) covering the first three months of the campaign.
Each month we:
- Drafted one press release
- Drafted one case study
- Drafted two additional stories for the website
- Held social media training for the marketing manager
- Assisted with the email campaign
- Carried out SEO activity.
We ensured that all content was recycled and linked with the technical SEO activity to ensure maximum benefit for the client.
- Anecdotal feedback from the managing director advising that the firm has since won contracts to work on major projects they probably wouldn’t have even been shortlisted for before the PR campaign
- Achieved 36 pieces of regional editorial coverage (average – six per month)
- Attracted 14 links back to the site (domain authority of more than 35)
- Averaged more than 1,000 brand-related searches per month
- Increased web traffic by 64 per cent (comparing final three months to first three months)
- Majority of web enquiries were for services targeted via SEO
- Increased average monthly Twitter impressions by 569 per cent (comparing final three months to first three months)
- Increased traffic to the site via social media by more than 500 per cent (comparing final three months to first three months)
- Increased click-thru rate by more than 4,000 per cent
- News, case studies and expert blog articles made up 30 spots of top 50 most read pages on the site
- In addition, the top five most read case studies in the six months were drafted by Outwrite
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