The brief

Promote the cable cleat manufacturer’s first export order from Colombia.

The strategy

Traditional media communication targeting trade and regional press, supplemented by quick-fire social media communications across both Twitter and LinkedIn.

The results

As part of a long-term, on-going PR programme for Ellis, a traditional news release was issued on Wednesday 5th January.  By Friday 7th January the story had appeared in either print or online versions (sometimes both) of all of Ellis’ key regional publications – these titles included Yorkshire Post, York Press, Northern Echo, BQ Magazine, B-Daily, Yorkshire Business Insider and BusinessDesk.com. Since then the release has featured prominently in the majority of Ellis’ trade publications, covering electrical, power and manufacturing titles.

The news also made waves on social media. Across Twitter and LinkedIn it gained over 4,000-impressions and received over 100-engagements. This included being retweeted by the Cabinet Office and UK Trade & Investment.