The challenge
To reach new buyers, Jacksons Fencing needed to create a clear distinction between themselves and their competitors.
Easter is peak season for garden renovation projects and the homes and interiors media is seasonally driven, so The Think Tank not only needed to secure high-quality press coverage, but also needed to do it fast.
The solution
The Think Tank devised a strategic seasonal calendar that would make it easier to reach the target audience at the right time.
We drew inspiration from Jacksons Fencing’s blog posts and social media channels to identify key topics such as the latest trends, maximising garden space and promoting wildlife-friendly gardens.
Our team also proactively engaged with garden and home journalists, including younger people who might not have practical knowledge. This engagement proved mutually beneficial, as we positioned Jacksons Fencing as an expert giving advice and practical “how-to” tips while also gaining exposure through the journalists’ platforms.
At the same time, the coverage highlighted the timeless appeal of Jacksons Fencing’s products, promoting their unsurpassed quality, visual attraction, and sustainable credentials, while also emphasising a key component of the Jacksons Fencing brand that many of their competitors lacked: their British heritage.
The results
The media exposure secured by The Think Tank led to a notable uptick in traffic on Jacksons Fencing’s website and – more importantly – a surge in sales inquiries.
The campaign also resulted in:
- 138 clippings in six months, with a reach of 1.84 billion, exceeding the initial proposed KPI by an impressive 383%
- 14 pieces of coverage in national media, including mentions in respected publications such as The Independent, The Sunday Times, The Daily Express, and The Sun
- 45 website sessions sourced from a piece in Gardening Etc
What’s more, Jacksons Fencing were so impressed by these results that they invested in a 12-month retained PR project with us.
“We are delighted with The Think Tank’s outstanding results and how easily the achievement seemed to come to them. We know it took a lot of hard work by their team, but we never felt it client side.
The team are always upbeat, helpful and enthusiastic, making working with them a breeze. They ensured each piece was well thought-out, adapting it for each audience respectively and pushing it as far as it could go in different consumer publications.
A special mention needs to be given to the team’s effort on our commercial division, in which the security fencing market takes front stage – a far cry from picturesque gardens. Their adaptability and competency to be able to cater to both topics and different writing styles should be commended. We are looking forward to another great year working with them.”
Nick Bishenden
Senior Marketing Manager
Jacksons Fencing
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