After supporting Allegion, a leading manufacturer of architectural hardware with creative design and social media for a number of years, our PR team were called upon.
Looking to drive brand awareness by establishing a UK media presence, we were set the challenge of refining their PR process, improving media relationships and gaining regular trade, local and even national coverage to reach their goals.
To raise Allegion’s profile in the relevant media space, we needed to build relationships with suitable contacts. To create a detailed media contact list, we invested time in identifying target trade publications, sourcing contacts and media packs.
Following this, we conducted in-depth research into topical stories that would resonate with Allegion’s target audience. To ensure all steps of our PR strategy delivered maximum results, we created a comprehensive content calendar that would be used to refine our planned topics, release dates and media targets for each month.
Although planning is an on-going process, once topics were shared with and approved by Allegion, our team could begin writing. From traditional press releases with a focus on product launches and charity work, to the more extensive thought leadership pieces, every step of content production was designed to highlight Allegion as industry leaders.
When articles were published and distributed, it was important to highlight the progress Allegion were making with the coverage we had achieved. Using each month as a milestone, detailed PR reports were created, showing key metrics including circulation and AVE figures – helping Allegion to recognise their ROI for this activity.
After establishing an effective PR and media contact process, today, on-going media relations and carefully crafted content has helped Allegion move away from the days of little media coverage.
Allegion now continue to see a consistent mixture of print and digital coverage in local and trade titles, with publications recognising Allegion as experts in the field, approaching the brand for news. Furthermore, in 2018, we gained national coverage in the highly prestigious Daily Express after running Allegion’s hugely successful ITrust campaign.
“We’re really pleased with the coverage we’ve received working with Jask. The team has not only helped to raise the profile of Allegion and our product brands within the industry, but to also build awareness and to establish ourselves as a trusted advisor.
The team are extremely proactive in looking for media opportunities. As a result, we now have a varied mix of content going out to and being published by key publications. I would highly recommend them to anyone.”