More than hot air: propelling EnviroVent into the trade and regional media

Remit

Harrogate-based EnviroVent is the UK's leading supplier of ventilation systems to the social housing sector. In 2007 it became part of the Soler in Palau Group - a world leader in ventilation.

All EnviroVent products are designed to be long-lasting, low maintenance and energy efficient, reflecting the company's eco-friendly approach to ventilation.

Following rapid expansion to a turnover of more than £8 million, EnviroVent was keen to maximise its innovative products through media relations and employed Quest PR to:

• Develop a regional business profile to highlight the company's success as a growing green manufacturer and innovator

• Increase awareness among potential customers in social housing and local government

• Deliver award successes to bolster awareness within trade and regionally

• Support the launch of the company's new heat exchange extraction system

• Align PR with marketing strategy and drive

Planning and implementation

Following a comprehensive meeting with the senior team to understand the business, its vision, objectives and areas of expertise, Quest devised a plan encompassing key messages, target media, guaranteed delivery and activity levels.

Extensively researching business and industry awards Quest submitted EnviroVent for the inaugural Barclays Green Leaders Awards as well as the Yorkshire Post Excellence in Business Awards.

To support the launch of the heat exchanger, Quest created press packs and arranged interviews with key industry sector journalists to discuss the company's ethos, products and business success. Quest then followed this by developing relationships with key contacts on all relevant trade sector magazines to feed comment, analysis and news stories.

To create a powerful impact on the regional business media, Quest created an all-encompassing ‘launch' press release which underlined the company's key messages, growth rate and environmental credentials. This was followed up by successive releases on latest company news as well as drawing on extensive contacts and knowledge of regional business publications to position the company and its senior team for comment and wider features.

The results

Quest secured extensive features and news stories in key regional titles such as the Yorkshire Post, thebusinessdesk.com, Yorkshire Business Insider, York Press and Harrogate Advertiser. Exceeding guarantees of coverage by 50 per cent, Quest delivered an 11-fold return on investment based on advertising value equivalent - smashing our guarantee.

EnviroVent was recognised as one of the UK's top 25 Green Leaders for its range of products and commitment to environmental credentials and was awarded Best Company in the Under £10m turnover category at the Yorkshire Post Excellence in Business Awards.

Full-page editorials were secured in focused and relevant industry titles including Heating & Ventilation News, Local Authority Building and Maintenance and Building Products magazine - with key EnviroVent spokespeople commenting upon issues such as ventilation and sustainability.

Quest also delivered a PR training course for one of EnviroVent's marketing team to enable them to write press releases for trade publications about new products and latest innovations.

Nick Heaton, managing director of EnviroVent commented on the impact of the campaign: "EnviroVent was an industry best-kept secret. The business has witnessed enormous changes due to new ownership and increased investment in its research and development team and we were keen to maximise this to attract new enquiries and further bolster team morale.

"Since working with Quest, EnviroVent's standing among the building industry and social housing sector has been raised significantly. Our award wins attract interest and sales calls from third-party partners and potential clients that previously had never contacted us. Our team are  enjoying the awards success and the benefits of being profiled locally and regionally - which has in turn boosted buy-in and excitement around the office about the company's achievements."