In Depth Managed Services

Brief

Create a PR campaign that will build awareness of In Depth Managed Services as a business that provides cleaning and soft FM services on a national scale, with a strong local feel.

Activity

Following an online perceptions survey to serve as a benchmark, CBI launched a broad based campaign using press relations, social media and a selection of online and hard copy communication materials to reach prospects and clients.

In the initial stages focus was given to the UK cleaning, window cleaning, FM and healthcare trade press in addition to local and regional newspapers. Specific services such as window and industrial cleaning were promoted through features and case studies. Features were complemented by regular company news and social media activity mainly in the form of Twitter activity. In addition, e-newsletters and hard copy newsletters were produced for in-house and external issue, and service/sector specific brochures were crafted to support sales activity.

Results

Since the campaign began in June 2012 editorial has reached a potential audience of 1.5m with an equivalent advertising rate of £35,335.