Awakening a sleeping industry

Challenge

The logistics industry is the backbone of the UK economy, worth £75 billion to the UK economy and employing around 2.2 million people, meaning one in 12 workers nationwide are employed in the sector.

Yet despite its ubiquity, its economic importance is often overlooked and the sector still suffers from outdated perceptions that do not represent its critical role in the modern supply chain.

Logistics industry leaders Wincanton chose Speed Communications to elevate its position as the supplier of choice, particularly in key growth markets such as retail and construction, by building its reputation through traditional and digital channels.

With competitors known for their active media relations approach, Wincanton specifically wanted to highlight its business expertise, raise its press profile, and showcase its status as the largest British logistics firm operating in the UK.

Solution

Through a series of one-to-one sessions with the leadership and senior management team at Wincanton, we worked to unlock the knowledge, expertise and innovation that exists within the business and used this insight to focus in on key issues and challenges being faced by customers in varying markets.

Working closely with in-house marketing and the executive management team, this insight led to the creation and deployment of targeted, thought leadership-driven media strategies focused on ‘tier one’ titles and digital touch points of influence to decision makers.

Alongside this Speed delivers a robust and high volume remote press office which includes proactive media relations; crisis and issues management; stakeholder relations; creative campaigns and social media monitoring and training.

Results

During the first six months of the relationship, Speed achieved:

– Over 500 pieces of coverage

– Wincanton’s share of voice grew ten-fold, and the business now has the largest market share

– Audience reach of over 31 million

– 21 senior management insight sessions plus six executive management team members media trained

–  35 top tier media engaged per month

“Speed Communications has really got under the skin of our business in a very short space of time and have made an immediate impact. As well as securing fantastic results in our tier one media, they have provided sound strategic counsel and have challenged every piece of activity to ensure it supports our commercial objectives.”

Jon Hexter, marketing director, Wincanton

500 plus pieces of coverage31m reach35 top tier media engaged per month