Jenner is short-listed for award with PR & Media campaign
Contractor and long-term client, Jenner, had secured phase 1 of a major seafront regeneration scheme in Folkestone, Shoreline. This was a complex project offering many future opportunities so they asked Fabrick’s PR team to create a PR and media campaign that would help them achieve these specific objectives:
- Highlight and communicate the challenges of the build – just look at those curves!
- Showcase to the industry and supply chain, Jenner’s skills and ability to deliver large-scale, complex projects
- Create a permanent record of the project through the key trade print coverage
- Generate considerable exposure for the project
- Align Jenner with leading trade publication titles
We set to work!
The strategy was simple – create a targeted PR campaign for the chosen audiences – the wider construction industry and the client – to maximise the opportunities phase 1 could create for Jenner.
Working closely with the wider project team, we delivered an exclusive PR event for the trade press only.
We invited key industry journalists from well-respected publications with the plan of achieving a few well written articles in quality publications delivers better quality results. Journalists were met and escorted through various attractions close to the project, (building a sense of scale and anticipation) before being given a tour of the development where on-site interviews were conducted and journalists could see Jenner’s quality of work and technical ability for themselves.
Journalists were also given a presentation and Q&A from Jenner and their client.
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We delivered an ROI of 12.9.
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We secured a digital reach of 555,538 and a print reach of 123,390.
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This project has achieved finalist status at the 2024 Construction Marketing Awards for Best Contractor Campaign.
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The event and subsequent coverage have provided a permanent record of Jenners delivery of Shoreline and aided conversations about future phases.
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The face-to-face interaction between Jenner and the journalists has strengthened their relationship and given a greater understanding of their business.
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Press coverage received has been used as evidence for Jenner’s tender documents.
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The targeted tier one press has positioned Jenner as a leading contractor and shown clear differentiation.
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