Translating regulatory change into content that businesses could understand and act on
Key takeaways
Pieces of coverage across regional and trade media
sites across Wales were serviced in the first few weeks after the latest regulations came into play, up from 300.
Online articles with a domain authority higher than 50
Overview
Keenan Recycling was seeking to secure more direct business in Wales to continue its growth trajectory after expanding rapidly across the rest of the UK.
The family-owned and run company was aiming to raise awareness and build trust, specifically ahead of upcoming Welsh Government legislation regarding food waste.
Keenan Recycling appointed Outwrite to provide refreshing, strategic, and impactful bilingual PR and marketing communications.
Objectives and planning
Outwrite worked closely with the Keenan Recycling marketing manager to develop a content plan, which had flexibility built in to allow reactive commentary and wider PR opportunities.
Story ideas ranged from corporate milestones and case studies to expert comms and people profiles.
Monthly consultancy allowed for Outwrite to provide a variety of skills and expertise in response to changing business demands and industry updates.
Tactics
Bilingual media relations
Social media content
PR consultancy
PR photography
Example outputs
Key outcomes
During the campaign, Outwrite secured 55 pieces of coverage across regional and trade media.
This included 47 pieces of online coverage, with 36 of those from websites with a domain authority higher than 50. The branded mentions on these trusted third-party websites helped boost Keenan’s SEO efforts.
A further benefit for Keenan Recycling was repurposing case studies to include them in new business tenders to help secure further work from that sector e.g. healthcare and education.
As part of our consultancy, we also facilitated and developed a strategic business partnership with the Institute of Hospitality, with outputs including magazine editorial feature, e-shots utilising expert commentary and guidance, and chairing an industry panel event in Cardiff.
Keenan Recycling, the UK’s largest food waste recycler, went from servicing 300 sites in Wales to 1,500 in the first few weeks after the latest regulations came into play.
“From strong storytelling and vital consultancy to securing key coverage and offering guidance, Outwrite was a valuable extension of our team.”
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