Drains Aid attract new customers through Northern Media’s PR Strategy

The Objective

Northern Media were contacted by Wakefield based DrainsAid, to undertake traditional and digital public relations (PR) to raise their profile.

DrainsAid provide all types of drainage works to domestic, commercial contractors such as civil engineers, facilities management companies and construction companies across the UK. After losing a major contract, and seeing the quality of Northern Media’s work with several other companies in the drainage construction and water industries, Managing Director Michael Duffy approached us to help the company attract new opportunities.

They wanted to attract more business from third part contractors, such as FMs, Water Authorities, civil engineers, construction companies etc., as well as engage more regularly with their existing customers to create loyalty and maximise cross sell opportunities. Through their communications, their objective was to position themselves as an authority on specific products and solutions.

Solutions offered

After listening to the client’s specific objectives, Northern Media suggested a traditional PR campaign to raise their profile in key trade publications such as Drain Trader, Water Active and Utility Week in both print and online. This is a key way for them to communicate success stories and key company information to their target audience. In addition to this we suggested entry into a number of annual industry awards run by each of the publications to further raise their profile.

A comprehensive digital PR campaign using social media, predominantly LinkedIn and Twitter, were also suggested as a tool to communicate success stories, project wins, positive testimonials etc.

The Results

A minimum of four press releases are featured every month in target publications, effectively communicating key company information direct to Drains Aid’s target audience. Alongside the releases, our team of expert social media managers advised how to use social media and online business media more effectively, communicating success stories with existing customers and prospects.

Working closely with Drains Aid throughout the whole process, the PR strategy employed by Northern Media successfully reinforced the business’ main USP and raised their profile among both current clients and prospective third party contractors.

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