National PR campaign
The Think Tank introduced the power of PR to this firm of property and refurbishment specialists, driving new enquiries and sales.
Winner of Best PR Campaign and Best Professional Services Campaign at the Construction Marketing Awards 2019.
MyEdge2.com is a firm of property renovation and refurbishment specialists who provide a design-focused, project-management approach to their clients. The company was determined to achieve further growth and knew that increased brand awareness was essential in this; it had, therefore, focused its marketing endeavours on search – utilising paid search and digital advertising.
The firm’s key audience is well-to-do Londoners without the time or experience to project-manage their home’s refurbishment. The core objective was to generate coverage that would showcase MyEdge2.com’s skills and drive up sales-enquiry levels.
The Think Tank recommended a novel approach: one which utilised the power of PR and its ability to provide third-party endorsement. Our strategy centred around a ‘hero project’ to underline the creativity and ingenuity of CEO and Head Designer Julian Prieto.
A journalist package was put together, which presented a MyEdge2 property as an innovative, cost-effective way to create space. The firm had recently added an extra room to a Fulham ground-floor flat through skilful manipulation of the floor plan and a clever extension while preserving the spaciousness of the garden – all for under £70K.
A strict set of KPIs was set, not only relating to coverage levels but numbers of potential customers getting in touch. We identified the Evening Standard as a key target for the campaign and worked hard on our pitch to entice the relevant journalist. We secured a double-page exclusive in Home & Property.
Beyond these two key publications, we surpassed the coverage target by 120%. Significantly, articles were confirmed in national and major regional press, property and interior design media.
The campaign achieved an online readership of 461 million, with 768K estimated coverage views and a print circulation of 856K. Highlights included two articles in the Mailonline, a stand-alone profile in The Property Investor, and an interview with The Press Association. Most importantly, the activity generated over 25 sales enquiries.
Client Testimonial
‘This has been a revelation. We’re new to PR and didn’t understand how it could all work. We’ve been blown away by the results, which have surpassed all expectations.’
Julian Prieto, CEO, MyEdge2.com
Results Summary
Coverage Published: 13
Online Readership: 461M
Estimated Coverage Views: 768K
Print Circulation: 856K
Online Coverage Highlights
https://www.womansway.ie/home-away/2019/5/17/welcome-to-wardrobe-heaven
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