Brief

WWPR was retained by FTSE 250 firm Connaught plc to deliver strategic PR aimed at building awareness of new brand Connaught Compliance in a competitive and fragmented health and safety risk management marketplace.

This included raising Connaught's profile through regular ‘thought leadership' coverage in publications read by decision makers in target sectors.

Actions

We devised a comprehensive media relations campaign hitting specialist press in target markets.

The team researched key dates/events, including new legislation and anniversaries that would provide platforms for media contributions from Connaught spokespeople. We actively targeted national newspaper journalists writing on health and safety and workplace issues to position Connaught as expert commentators.

The success of the campaign in securing coverage in flagship trade publications was based on the team's ability to quickly identify and react to issues relevant to Connaught Compliance and its markets and convert these into articles and interview opportunities positioning Connaught as experts.

In most cases these were issues on which competitors had not yet commented in the media and provided opportunities for Connaught to establish a lead in terms of ‘share of voice'.

All of this was backed up by a responsive press office service which acted to protect the company's reputation where there was a risk of negative coverage.

Results

Over a 10 month period Connaught Compliance achieved substantial coverage in the UK specialist and national press. It featured in The Guardian, The Telegraph and Accountancy magazine, all earmarked as publications read by relevant decision makers.

Over 80 articles appeared and 21 million people have had the opportunity to read or hear about Connaught Compliance.

The client received coverage with an advertising value of more than £420,000 and a PR value of £1.2m providing a return on investment of 32:1.

Don't take our word for it...

Jo Tooze, Marketing Director of Connaught Compliance says:

"As a new force in the compliance market we were anxious to make a major impact in our first year. Establishing a strong media presence was an essential part of this.

"We have been delighted with the level and quality of media coverage secured which has added value to wider marketing activity and helped build awareness of our brand. This media coverage helps reinforce loyalty amongst existing customers and make our innovative service offering known to a wider market."