Coverage and KPIs for the campaign.
Client
Angus 3D Solutions Ltd is a leading Prototype & Additive Manufacturing (3D Printing) company. Its clients include W.L Gore Ltd, Johnstons of Elgin, Intelligent Growth Solutions and a Formula 1 team. Formed in January 2017 by Andy Simpson and his wife Jacqueline, it supports and services manufacturing industry in Scotland and has been identified as one of the leading additive manufacturing companies in Scotland.
Campaign Objectives
The client agreed the following Business & Communication Objectives for the campaign:
- Increase Brand Awareness among potential new customers
- Place Key Messages about its 2022 Growth Plan
- Increase New Users to its website
- Increase overall website Users
- Increase New Sales Enquiries
Tactics
A news release was written to promote the company’s 2022 Growth Plan and the actions being taken and planned to implement it, including investing in new premises and equipment to enable expansion, the company’s first Modern Apprentice and other key messages.
Channels
The channels used were:
- Earned – The news release was sent to local, regional and Scotland-wide media plus regional and Scotland-wide business support organisations and industry sector media in areas the client operates in.
- Shared – The client’s LinkedIn Facebook and Twitter accounts were used to share a link to the release as a blog on its website and many of the media business support organisations shared the story on their social channels
- Owned – The news release was posted as a blog on the client’s website.
Campaign KPIs
Outputs
- Earned media coverage achieved a total potential reach of 3,487,917 readers across offline and online channels.
- 12 Key Messages placed in coverage gained
Out-takes
- Web Uniques – Up 53% YoY
- New Users – Up 53% YoY
- Return visits – Up 42% YoY
- Traffic Acquisition:
1. Direct Up 95% YoY – a good metric of Brand Awareness
2. Organic Search Up 32% MoM – a good metric of Brand Awareness
Top 2 Search Queries: 1. “Angus 3D Solutions” Up 216%; 2. “Angus 3D”– Up 500%
3. Referral Up 100% MoM and YoY.
4. Organic Social Up 63% MoM
Outcomes
New sales enquiries were received as a result of the coverage.