The challenge
BauWatch, a leader in construction site security, sought to increase awareness of its solutions among construction site managers across Europe. As economic turbulence led to a surge in thefts in late 2023, it represented the perfect moment to elevate the issue of construction crime.
The solution
Recognising the power of data in illustrating the impact of construction site crime, we partnered with BauWatch and conducted a comprehensive survey of 500 UK construction workers. This formed the backbone of a whitepaper – the Unseen Threats: 2024 Construction Crime Index – which delved into the prevalence, perpetrators, impact and preventive measures regarding construction site theft.
Having created this insight-rich hero asset, we sought to leverage it to deliver strong lead generation and lead conversion. The whitepaper also served as a jumping-off point for the creation of a deep repository of content, which we could deploy across a variety of media and owned channels to firmly establish BauWatch as a major thought leader in the construction security space.
On top of that, we would tap into extensive media relations to secure news-based press coverage in key target media.
The results
In the UK alone, the campaign’s results were striking, and the campaign’s success paved the way for its expansion across all of BauWatch’s European markets.
Our conviction that the topic of construction site theft would generate widespread interest proved well-founded, with 68 downloads of the report and 66 marketing-qualified leads (MLQs) generated.
We also stirred up significant interest in the press. 44 press mentions were secured, over half of which appeared in tier one titles, including Construction News, The Sun on Sunday, New Civil Engineer, Fix Radio and Construction Management Magazine. The campaign’s impact among key stakeholders was underscored with over 211,000 coverage views and a reach of 4.1m.
By leveraging data-driven insights and strategic media outreach, we helped BauWatch successfully positioned itself as a trusted authority in construction site security, laying the groundwork for continued growth and influence across Europe.
“It has been a pleasure working with the PR team at The Think Thank. They quickly translated our business’ strategic vision into an actionable PR strategy that has seen us grow our brand’s visibility over the past 18 months.”
Alex Fenwick, Group Performance Marketing Leader, BauWatch
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