Objective

Leading UK Civil engineering contractor Jones Bros wanted to showcase its broad expertise in delivering infrastructure for renewable energy projects, a burgeoning area of business for the contractor over the last decade.

Outwrite was tasked with creating content across a range of platforms that engaged with the industry decision makers and stakeholders, including potential Jones Bros’ customers.

Planning and implementation

Through ongoing consultation with Jones Bros, we receive regular updates on the company’s overall strategy and work schedule for renewables projects. As well as receiving updates from senior personnel, Outwrite also takes a pro-active approach to media activities, using its in-depth knowledge of the sector and contemporary issues, plus our personal contacts in the media, to present ideas and media opportunities to Jones Bros.

Our PR activity comprises a diverse range of content that communicates the company’s significant experience and expertise in the renewables sector. This includes press releases targeted at trade, business and regional publications, online content, press packs for trade exhibitions, and initiating and arranging broadcast opportunities.

This variety of content tapped in to Outwrite’s deep well of expertise, utilising keyword research and SEO techniques to maximise online exposure, engaging photography to illustrate Jones Bros’ work, and social media to reach out to communities around company sites.

Content is created to press home Jones Bros’ key messages and credentials, including a mix of corporate news, project updates, new contract wins and human-interest pieces about the company.

Thanks to our strong contacts within trade press, we also receive advance notification of opportunities to comment on sector issues, and have invited trade journalists to visit sites in order to draft their own features.

Results/outcomes

Outwrite’s media activity has resulted in wide-reaching coverage for Jones Bros, including featuring on BBC Radio 5 Live, Radio Wales and BBC One’s 10 O’Clock News. National press coverage has included the Daily Telegraph.

We have also achieved significant coverage in a number of trade publications, including New Civil Engineer and Re:news, helping Jones Bros to maintain awareness among key figures within the engineering and renewables sectors.

Online work has also seen a website traffic increase, while Jones Bros’ following on Twitter has increased by 20 per cent four months after initiating a social media plan.

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