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Summer security, winter storm proofing and New Year trends were identified as compelling topics for consumer media. We scheduled a variety of pieces around these themes, all building towards the peak season for outdoor home improvements in spring.

Furthermore – realising that many of the garden and home journalists were young, busy and not necessarily practically minded – the team offered expert advice and ‘how to’ pieces that were extremely well received.

For the B2B audience, a steady flow of thought leadership and case studies were used to demonstrate how common business problems could be solved. In addition, we leveraged the news agenda to drive maximum engagement, pitching a piece on public safety ahead of the Commonwealth Games, for example.

The campaign was a huge success, exceeding every one of its KPIs by some distance. In terms of clippings, volume increased by 33% with a total reach of 1.02 bn representing a 182% improvement YOY.

Consumer coverage wins included Ideal Home (twice), Gardens Illustrated, The Sunday Times, The Daily Telegraph, The Daily Express and The Sunday Express. Altogether, we managed to boost placement in national press by a very impressive 150%.

Coverage in trade media was similarly strong where 40 case studies ran, representing a 233% increase YOY.

Every single piece was positive and, with such a wealth of exposure, we successfully helped our client assert its expertise, craftsmanship and breadth of solutions. Jacksons Fencing was so impressed by the results, it has now increased PR spend to allow for a greater focus on consumer media.

Elise Myhill, Commercial Marketing Supervisor at Jacksons Fencing had this to say:

“The Think Tank have secured a steady stream of coverage … helping us to keep our head above water during a time that has been very challenging for many manufacturing companies. Our brand messages were conveyed through unique, interesting and thought-provoking articles.

The Think Tank’s flexibility ensures that every opportunity is actioned in a timely manner. They have achieved excellent results, exceeding our yearly KPIs in a wide range of high quality publications.”