Objective

Plevin, one of the country’s leading wood recycling companies, was keen to raise awareness of its business and increase its reputation within the industry.

The family-run company had grown considerably in recent years and, despite the economic malaise, was flourishing, with a clutch of contract wins, new staff appointments and a significant investment in state-of-the-art machinery.  It was seeking permission to build a combined heat and power plant, creating jobs and apprenticeships.

Plevin was also celebrating a contract to supply biomass timber to a renewable energy plant in Sweden.

Outwrite was tasked with generating publicity to stimulate interest and create a buzz around the company.

Planning and implementation

Working closely with managing director Jamie Plevin and his team, Outwrite developed a media strategy to increase awareness by identifying and targeting key trade publications in the sector.

We made personal contact with key journalists and editors in order to develop a relationship and provide background information about Plevin. We also spread the word about the recent developments at the company, stressing how well the company has been performing and providing several examples.

Finally, we extended personal invitations to the journalists, inviting them to visit the company’s sites.

Two editors accepted our invitation and, as well as helping to arrange the visits, we commissioned a photographer to ensure a wide variety of professional images were available to accompany the articles.

Results/outcome

The campaign secured spreads in several key publications including the Timber Trades JournalLet’s Recycle website and the national magazine of the Wood Recyclers’ Association.

Not only has this successfully raised the profile of Plevin and put news of the company in front of thousands of interested readers, it has also helped to forge great relationships between key journalists and our client Jamie Plevin.

This will help to secure future positive coverage and will encourage journalists to approach Plevin for expert comment in the sector and on wider economic issues.

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