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. growingbusiness@theprfarm.com w. theprfarm.com