ENVAC case study_v3_PRINT.indd

The PR Farm
CASE STUDY
Client: ENVAC
“From day one, The PR Farm
grasped the concept and benefits
of the Envac system.
The brief:
To position the UK’s only underground automated
vacuum waste collection system as the future of waste
management in densely populated, urban environments,
via a sustained and targeted PR programme.
To create a dialogue with architects, planners, local
authorities and those responsible for procuring the
system to ensure that Envac is considered
at an early stage in the design process.
They always deliver and often
over deliver. Their personable,
yet straight talking, service is
refreshing and their candidness
demonstrates they are not just
‘yes’ PR people, but true
professionals.”
Julian Gaylor,
Managing Director, ENVAC UK Ltd
To position Envac as a ‘thought leader’ within the built
environment and key influencer throughout
the ongoing sustainability debate.
The challenge:
Envac attracted huge media attention across
national, broadcast and trade media following
its UK launch in 2008, when it was designed in
to Quintain Estates & Development plc’s 85-acre
flagship sustainable development, Wembley
City. The communications campaign needed
to demonstrate Envac’s capabilities beyond
Wembley and ensure that the system remained
front of mind amongst its target audience as
activity within the construction sector increased.
The PR Farm
CASE STUDY
The result:
The PR Farm mounted a thought leadership
campaign, creating industry debate amongst
Envac’s key audiences, which saw us:
Create new leads and multi-million pound contract
opportunities for Envac following successful news
generation and well-placed media coverage.
Pitch feature ideas to and secure
commissions from key journalists, resulting
in us ghostwriting opinion pieces on behalf
of senior Envac figures.
Generate over 200 pieces of media coverage
(opinion pieces, news coverage and market
comment) across local, trade and national media.
Achieve a combined readership of over 1.5 million
people through targeted news placement.
Produce Network, a quarterly publication and forum
for debate for Envac’s target audience.
Draft and submit award-winning entries for national
waste and construction award schemes.
“Some of the high-value coverage they
have secured for us has underpinned our
lead generation activity and we are expecting
to sign a contract over the coming months
that stemmed from a well-targeted feature
article. It’s almost as if The PR Farm is
Envac’s in-house PR team.”
Julian Gaylor
The PR Farm
t. 01483 892301
e. [email protected]
w. theprfarm.com