The story

Educate first and maintain an active presence

Smart Construction is an innovative B2B organisation promising to revolutionise the construction sector by digitalisation. The leaders of the organisation understand exceptionally well the missed opportunities of businesses in the sector, and how the loss of efficiencies have a great impact on profitability.

We pitched a three-part PR campaign, spanning November 2022 – July 2023 to drive enquiries to the Smart Construction platform, build social proof and grow awareness around the offering and product portfolio. To do this, we set about a ‘soft launch’ of the brand with PR.

We began by targeting key trade and consumer press that resonated with our target audience to secure long-form thought leadership editorial opportunities to introduce the brand to our market. Decision makers in these sectors respond well to traditional media, so we paired this with an advertorial campaign to double down on our media effectiveness.

By educating the target audience with long-form articles and news alerts with key messages, we were able to start conversations on the industry’s requirement for site digitisation.

After a successful first chapter, phase two was about maintaining a strong PR presence. Our work supported wider marketing efforts, including LinkedIn webinars and an internal sales and commercial strategy delivered by Present Works.

We love working with organisations that naturally have a lot to say and we couldn’t have asked for more with Smart Construction. It’s a truly innovative brand that’s PR-friendly by nature, all because they’ve created something of immense value.

Targeting key trade titles resulted in media coverage that highlighted key messages and the consultative role of the Smart Construction team for the second phase of the PR campaign. We secured feature opportunities in Concrete magazine and Building Services & Environmental Engineer, showing the thought leadership and expertise of the team, as well as coverage in International Construction, Construction Europe and Construction Technology.

Phase three centred around amplification with a strong marketing matrix in partnership with Present Works. The final months of the campaign saw a change of output in other marketing areas, so we flexed our strategy and refocused on driving long-form features, and announcing the upcoming partnership with Heliguy to support the consultative approach for Smart Construction.

As well as liaising with key media attending a pivotal industry event and leveraging feature opportunities and media meets, we also secured a number of long lead feature and interview opportunities.

Smart Construction is a brilliant example of the depth of PR that can be achieved with a simple mission – tell the right people the best story. The media loved it, the client was thrilled and we felt extremely proud of the results. We’re now looking forward to supporting Smart Construction on a retained basis following such a successful initial campaign.