The Journey
The client had a marketing lead, but their main job was to follow up on the dozens of calls and emails asking about their service offering. They didn’t have a team dedicated to raising the band profile, liaising with publications or creating engaging PR ideas.
Edge45® has been a partner with ukphonebook.com for some months, working on the technical side of their website and making their on-page content more relevant.
They reached out to us to help gain back links, and build a PR campaign. The aim was, as the client put it, get a bit of coverage on national publications.
The Solution
At Edge45®, we know the power of original data as a basis for PR campaigns. And one thing ukphonebook.com had was a lot of data. While we couldn’t use any data that would identify people due to GDPR restrictions, we could use data on types of businesses and names down to a singular postcode level. This kind of regional, sector focused data was hugely valuable for PR.
We set about putting together a 3-month PR campaign using various data sets as our starting point.
After gathering and analysing the data to find our PR angle, we’d back it up with quotes from industry experts, while adding graphics and tables to make the data more accessible.
This would all be pulled into highly detailed PR landing pages. The plan was then to reach it out to relevant local, industry and national publications.
The results:
We created 4, high quality PR campaigns for them focussing on different audience types. These covered charities, local businesses, estate agents, and pubs.
For each campaign, we created a:
- PR landing page that was optimised for terms around the topic
- Assets like interactive maps, Graphics and imagery to make the content more sharable
- Email sending lists targeted on the specific topic and regions mentioned
- Focused press releases for each sending list
The campaigns gained national coverage and backlinks in publications like:
- The Daily Mirror
- The Metro
- The Daily Record
- Yahoo
As we took a local approach to the content, often include top 10 region lists, we were able to target high value local publications. This meant we gained coverage and links in:
- Cornwall Live
- MyLondon
- This is Local London
- The Northern Echo
- Worcester News
- Kent Live
And, we also used a sector-specific angle for the PR campaign, allowing us to target industry publications where many of their target audience visited already. These included:
- Property & Development Magazine
- UK Fundraising
- HKet
- Morning Advertiser
In total, we gained coverage in 33 publications with an average domain authority of 63 – the highest being a 91 domain authority site that provided a back link. The interactive map we developed for one campaign has been visited over 27,000 times, while one story gained 184 comments on a Reddit discussion.
