Roann approached us to help promote its range of high-end quartz and granite work surfaces to the commercial market. As targeting housebuilders, developers and contractors was high on its wishlist, the team was looking for a strategy that would engage key decision makers, whilst profiling Roann as a leading worktop specialist within the industry.
What We Did
In response to the brief, we devised a strategy that centred around PR. To ensure the strategy was based on insight, our PR team undertook competitor research to understand more about Roann’s opportunity and challenges within its specific market sector. Although competitors were securing news stories in the press and releasing posts on social media, the activity was generally sparse. This showed us that there was an opportunity to position Roann as a thought-leader within the sector and to profile the company as an expert within the industry.
Armed with the facts, our PR team set about crafting a selection of key messages to communicate to the press, as well as building a media list of publications and blogs that we knew the target audience was reading. Once the bespoke database was built, we planned and executed a rolling programme of media relations including press releases, case studies, comments, profile pieces, award entries, forward features and journalist interviews.
These PR tactics allowed us to share news about the business ranging from project wins and business news to case studies and opinion articles. We also identified a selection of industry partners that Roann could partner with in an effort to secure attendance at events, roundtables and networking meet-ups.
Within seven months, we secured 24 pieces of coverage which were read by more than six million people. Coverage was achieved in key publications including Construction Update, Developer Update Online and Home Designer & Architect. Our success within the first few months has also led to conversations about broadening the strategy to include lead generation and social media.