A campaign fit for a King
What was the project?
We were thrilled when Senior Architectural Systems, one of our longest standing clients, told us it had won a prestigious King’s Award for Enterprise in recognition of its thermally efficient PURe® range of aluminium windows and doors.
The King’s Award for Enterprise recognises and celebrates business excellence across the UK, focusing on the four categories of innovation, sustainable development, international trade, and the promotion of opportunity through social mobility. And Senior was one of only 148 organisations nationwide to have been named as a winner.
We wasted no time in making sure that the good news was spread far and wide and that the important message of Senior being one of the most innovative fenestration systems manufacturers in the UK was reinforced throughout our wider marketing campaigns.
What did we do?
Our first job was to share the news of Senior’s award win, following strict protocols and embargos. This involved timely liaison with both the construction, trade and regional press to generate coverage of the story in the key titles read by Senior’s specification clients, fabricators and installers, and end clients.
The PR activity was carefully coordinated with social media posts, external eshots and internal communications to ensure the news was effectively communicated on the day of the official announcement.
Winning such a prestigious award really sets Senior apart from its competitors so we wanted to make sure that this achievement was celebrated long after the official announcement was made. On Senior’s social media platforms, this involved us creating new cover photos to promote the award as well as a bespoke social media graphic which we could post frequently as a reminder and to boost awareness. A new display advert was also created, which has been used across the trade and specification press, and the creative for this complemented a new email footer design which we also supplied.
We are continuing to build on the press coverage to date with follow up stories to promote the PURe® range and the official presentations at both Buckingham Palace and Senior’s HQ in Denaby. As Senior is permitted to display its King’s Award winner logo for five years, we also updated all of Senior’s printed literature, relevant social media graphics, and even helped create a new design for it’s the branding of its vehicle fleet.
Was does success look like?
Press coverage doubled in April, when the announcement was made, and also in July when we promoted Senior’s visit to Buckingham Palace for the official awards reception. We have also secured several by-lined articles on the back of the award win, leading to a renewed interest in the PURe® system which has been on the market for some time now.
In April, the first post of the news that Senior had won the award performed better than any other post that month on all platforms, and we also saw increases in reach, mentions, and followers. We also saw similar activity in June and our post on the King’s Award ceremony was the most successful out of all shared in the month. On Facebook, this celebration post performed better than 98% of all our other posts, and reached 96% more accounts too. And on LinkedIn, it received an incredibly high engagement rate of 32%.