B2B PR and social media campaign
Caulmert is an engineering, environmental and planning consultancy headquartered in Bangor with offices in St Asaph, Manchester and Nottingham. It works for public and private sector organisations mainly in the UK but also in the Middle East and South East Asia.
The company had grown rapidly in size in the previous five years. However, some clients were choosing not to give it bigger contracts because the perception was that it was still a ‘small’ planning consultancy.
Caulmert was seeking to change this perception through communicating its successes and capabilities.
Objectives and planning
Outwrite created a PR strategy with the following aims:
- Build awareness and the reputation of the business within specific target sectors
- Shape the attitudes of decision makers in those sectors
- Drive new business opportunities towards Caulmert in line with its current business plans and overall growth aspirations
Outwrite liaised closely with the senior management team at Caulmert to identify key topics, priorities, and strong news angles for the press releases and other content. We devised a 12-month PR and comms strategy for client approval. This included a visibility plan, which penciled in content ideas for the first few months.
Numbers and figures
Pieces of online coverage
Media coverage with key messages
Monthly press releases covering business news, expert commentary and case studies
- Identified news stories and editorial opportunities
- Drafted press releases in a journalistic style
- Commissioned press-style photography
- Issued the release to our contacts in the media
- Secured coverage as editorial
- Recycled the content through the rest of the Caulmert marketing eg web content, social media
In addition, we created social media posts to complement in-house generated content, which were shared on Twitter and LinkedIn.
Using Google Analytics, we were able to demonstrate to Caulmert that our content was engaged with. For example, in the period 1 May to 31 July, the three press releases drafted by Outwrite PR in this period were all in the top 20 most visited pages on the website.
Monthly social media training
- Created a social media strategy
- Delivered monthly tailored 1-2-1 social media training sessions
- Provided ad-hoc consultancy between training
- Drafted content based on the press releases produced by Outwrite
Overall we helped Caulmert drive traffic to its website via social media (as evidenced by Google Analytics).
“Outwrite’s work has made a big difference to our profile and reputation. Contacts and customers started saying to us words to the effect:
- We didn’t know you now have so many departments and specialists on your staff
- We had no idea you were delivering such big projects successfully.
- I hadn’t heard of Caulmert 18 months ago and now you’re everywhere
“We have started being invited to tender against national household name competitors where we wouldn’t have been considered in the past.
“Outwrite knows social media inside out, both strategically and tactically. The training we receive monthly from their experts enables our team to make us stand out from the crowd and help our new business inquiry ratios. The Outwrite team members are experienced and knowledgeable. They deliver multiple cuttings and online mentions every time they issue a press release. The team at Outwrite have really took the time to get to know the business and its staff and we feel like they are a part of our company.”
Mike Caulfield, managing director, Caulmert.
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