THE FRESHWATER TECHNOLOGY PORTFOLIO
Media relations results
- Communicating the capability of newly formed business unit
- Positive local coverage on new manufacturing facility
- Building a profile for new IT consultancy
- Changing market perception of cabling manufacturer
Communicating the capability of newly formed business unit
Challenge: Communicating the
breadth of capability of newly formed business unit Morgan
Technical Ceramics to existing customers, and to new customers
in key vertical target markets.
Response: Freshwater Technology devised a PR strategy based on the education of influencers and decision makers in key customer and partner organisations. This included targeting vertical market-specific technical press with case studies and articles chosen to demonstrate the breadth of the MTC offering, and the collaborative nature of its customer partnerships.
Results: European-wide press coverage relation to MTC’s capability in all of its stated sectors.
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Positive local coverage on new manufacturing facility
Challenge: When MTC opened
its new multi-million pound manufacturing facility in Rugby,
it was key that local press should focus on the good news
story about its continued investment in the area, and not
on the few redundancies that the move would mean for the work
force.
Response: Freshwater Technology invited local journalists and photographers to an open day at the new site and set up a series of one-to-one interviews. Senior management were trained in handling the media and well briefed before each interview.
Results: Positive coverage including key messages, was achieved in all newspapers covering the region.
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Building a profile for new IT consultancy
Challenge: To build a profile for independent
testing consultancy Acutest - a relatively small, new company
in the testing space.
Results: Seven press interviews set up over a two week period, generating nice pieces of coverage in leading IT titles.
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Changing market perception of cabling manufacturer
Challenge: To
change the market's perception of structured cabling manufacturer
HellermannTyton from that of a reliable mid-range player to
a premium supplier in target vertical markets retail, finance
and property.
Response: Freshwater Technology used a mix of technical news and issues-based stories to target the vertical sector/IT media and reach key decision makers.
Results: Coverage in leading journals for retail, finance and property markets as well as the IT and installer press.
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