One of Blackbird’s first clients in automotive PR, Brayleys has developed into one of the UK’s Top 100 dealer groups by revenue, having been established in 2003. The Hertfordshire based business appointed Blackbird to build its regional and trade press profile. Its Kia/Mazda dealership in Harpenden was voted ‘UK’s Best New Dealership’ by Motor Trader magazine when it opened in 2012. Managing Director, Paul Brayley, is now one of the most high profile executives in the automotive retail sector.
Blackbird has a proven track record in delivering compelling PR campaigns across a number of industries
J B Roche
A pioneer in the design and manufacture of mobile aircraft shelters and ‘clean rooms’, J B Roche needed to increase its visibility on social media platforms and across specific aviation trade press. Aviation PR specialist Blackbird devised a four-month campaign of authoritative articles, interviews for the Managing Director and social media posts, which linked back to J B Roche’s brand new website, resulting in a significant uplift in visitor traffic and social engagement.
A specialist in the design, construction and maintenance of critical infrastructure, including data centres and hospitals, this Stevenage based company appointed Blackbird after a competitive pitch process, noting our construction PR expertise. Our brief was to develop a profile that reflected JCA’s “inferred capability” with a particular focus on building the company’s engagement on LinkedIn. Within five months, Blackbird had increased followers by over 150%, through a series of compelling case studies and social media posts.
One of the UK’s foremost remanufacturing companies in the automotive industry, Ivor Searle has been established for over 70 years. Blackbird’s extensive knowledge, experience and media contacts within this sector has enabled it to significantly improve Ivor Searle’s trade media profile and position the Cambridgeshire based business as the primary supplier of remanufactured engines, gearboxes and turbos to the automotive aftermarket.
Established in the UK for 100 years, Atlas Copco is a world-leading provider of sustainable productivity solutions, across a number of manufacturing sectors. Manufacturing PR agency Blackbird was appointed by the company’s Tools and Industrial Assembly Solutions division in 2017 to boost its editorial profile in a number of targeted B2B publications, as well as develop a portfolio of content in support of Atlas Copco’s digital marketing activity.
For over 70 years, Stanley has been at the forefront of materials handling innovations for the logistics, retail and warehousing sectors. More recently, the business has also become an exclusive distributor of software solutions designed to improve the safety, efficiency and physical and mental wellbeing of employees. Offering significant experience in logistics PR, Blackbird was approached by Stanley to develop a new brand and communications strategy to help position the business in its target markets.
Return on investment
A simple definition of ROI for PR would be the amount of money earned by the business after subtracting the cost of external agency support. As our tactics are varied, across many channels, it’s not always possible to make a direct correlation between expenditure and additional revenue, unless every inbound enquiry is tracked by the business.
An increase in website traffic may not translate into immediate sales but this still has a value in terms of generating awareness, referrals and potential future sales. A client’s reputation must also be considered.
ROI should be linked to corporate objectives, which Blackbird helps clients to achieve over a sustained period. Our experience shows that clients that have a positive profile benefit from increased business performance, which can be qualified as follows:
1. MEASURABLE BEHAVIORAL IMPACT
- Is the business generating more sales?
- Is the website receiving more traffic?
- Are executives securing more contacts and enquiries?
- Are more people recommending and referring your business?
- Is the business increasing online engagement via social media?
2. MEASURABLE MARKET POSITIONING
- Is the business gaining more media exposure across multiple platforms?
- Has there been an increase in commercial opportunities?
- Is the company brand extending its reach to new audiences?
- Has there been additional recognition from an industry award?
- Does the business have greater influence than competitors?
3. SEARCH ENGINE OPTIMISATION
Search engine algorithms use backlinks to determine authoritative content, which influences ranking performance. Backlinks from news sources are becoming more influential in gaining higher rankings, which is a key focus of Blackbird’s PR service.
4. BRAND LOYALTY AND ADVOCACY
The role of PR is to increase brand awareness, create positive reputation and generate goodwill. Working with Blackbird will generate new customers and create brand advocates.