The challenge
Zeroignition (Zi) was unknown within its target countries, and needed some help making the right first impression.
The Think Tank’s task was to raise Zi’s visibility in the architecture, building, construction and fire safety sectors through media and press coverage, and position the company as credible, authoritative experts in fire protection.
Our solution
Because Zi is one of the world’s most innovative fire retardant technology companies we knew that, with the right targeting, there would be a sizeable audience out there interested in what it had to say.
We established a proactive and reactive press office in the UK, French and German markets, and started drawing on ZI’s specialist knowledge.
Using Zi’s in-depth research around the views of professionals on construction projects and fire protection, we turned its findings into an exciting presentation to snag media coverage. This was coupled with a thought leadership strategy created and executed by The Think Tank based on Zi’s wealth of construction industry knowledge.
On top of this we leveraged breaking news stories to heighten Zi’s visibility, especially in relation to the Hackitt Report and developments with the Grenfell Inquiry.
The results
The B2B PR campaign created over 50 pieces of coverage in publications including City AM, International Fire Protection and Fire & Risk Management, with an online readership of over 2 million and print circulation of 156k.
The coverage had a direct impact, resulting in reopened dialogue with a longstanding sales lead and an inquiry from a key fire federation interested in having Zi present to its members.
Due to skilful PR we now have visibility. The Think Tank’ s effectiveness in targeting audiences was clearly demonstrated by the CEO of a major building materials firm getting in touch after reading about us. The PR team have been incredibly supportive, alerting me to new developments in the sector and are diligent, professional and hungry to secure results.
Harriet Cooper
Global Marketing Manager
Zeroignition
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