Outwrite chosen as milk delivery firm’s food and drink PR agency
McQueens Dairies is a milk delivery firm based in Glasgow, Scotland, with other bases in Mansfield, Huddersfield and Warrington. A family firm for more than 21 years, it delivers milk and other selected items to residential and business properties.
McQueens Dairies has more than 50,000 customers and continues to grow. The business was seeking to enhance its reputation and increase awareness of its products and services in four regions across the UK.
It also wanted to increase its average Google review.
It appointed Outwrite as its food and drink PR agency.
Objectives and planning
Our plan and strategy focused on encouraging current customers to share their views and experiences online, as well as placing positive editorial in key third party publications.
We knew that third parties, both traditional media and the general public, talking about the company in a good way would impact what potential customers thought about the brand.
Outwrite worked closely with the senior management team at McQueens Dairies to identify key topics, priorities, and strong news angles for the press releases and other content.
We created a PR and comms strategy as well as a visibility plan, which scheduled in content ideas for the first few months.
Outwrite also drafted ten historic web stories for upload to its website, which was in the pipeline. This allowed for the new website to communicate the history and expertise of the company to current and prospective customers.
Numbers and figures
Google reviews increased from 2*
of media coverage with key messages
Online hits, 19 of which had a domain authority of 30+
- 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
With McQueens’ sales activity and word of mouth referrals increasing searches for the brand in Google, we carried out digital PR to secure coverage in trusted online media to encourage Google to display positive stories about the brand.
We targeted online news outlets with a domain authority of at least 30.
When users searched for the brand in Google, the search engine giant displayed user reviews on the right hand side.
Unfortunately for McQueens Dairies, it had carried out zero PR and marketing and a handful of its 50,000-strong customer base had left a negative comment. This meant an unfair and inaccurate perception of the company was communicated every time someone searched for it.
We used email marketing to targeted customers (eg customer for at least 12 months with no history of complaints or missed payments).
We were honest in the content, explaining the situation and asking for people to leave a review.
- Secured online media coverage from media outlets including the Scottish Herald, Nottingham Post and Huddersfield Examiner, which shows on page one for ‘brand + regional branch’ searches
- Increased the average review rating for the Warrington branch from 2.2 (stars out of five) in June to 4.0 in August
Manager Anna McQueen said:
“We were experiencing fast growth and needed support in establishing ourselves in the four regions across the UK where we had bases.
“Outwrite was fantastic in securing excellent coverage, including in top regional publications and national media in Scotland.
“The PR campaign raised awareness of our brand and its products and services, as well as ensured people had a positive opinion about us.”
The services that make us an award-winning integrated PR agency
PR has been, and always will be, about your reputation. Your actions and communication, as well as what third parties say about your brand, has a direct impact on your sales.
We have in-house social media and SEO (search engine optimisation) skills to offer a fully integrated approach to positioning your business as an expert off- and online.
Find out more about why we are a respected digital PR agency.
Does your business need to manage a potentially negative story? Do negative articles appear on the first page of Google when your brand is searched for? Do you have a social media policy in place to deal with upset or angry customers?
We understand that when reputations are on the line, so too are sales and profits.
Whatever the issue or crisis, Outwrite is able to help protect your organisation’s reputation both off- and online.
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The digital world is bustling with conversations; to get your messages seen, your content has to stand out. Outwrite offers a number of packages, each of which are tailored specifically to you. They are run on a one-to-one basis and are completely bespoke.
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