DUDLEY’S ALUMINIUM | SUPPORTING WELSH CONSTRUCTION

OVERVIEW

Cardiff-based Dudley’s Aluminium is an aluminium fabricator that works on a wide-range of construction projects across the UK. We worked with Dudley’s to develop a PR strategy to raise their profile in Wales and across the UK, through the Welsh business media and key national trade publications.

OBJECTIVES AND KPIS

  • Raise the profile of the company within Wales by showcasing Dudley’s work on major Welsh projects (e.g. CUBRIC, One Central Square, Swansea Bay and BBC Cymru Wales HQ)
  • Raise Dudley’s profile within the construction and glazing industry by working closely with key trade publications
  • Work with regional publications across the UK to cover landmark contracts (e.g. New Covent Garden Market)
  • Help manage website content and share activity through social media channels

STRATEGY AND TACTICS

Effective Communication developed a targeted PR strategy which also incorporated social media activity to meet Dudley’s brief. To raise the company’s profile:

  • We issued releases on a number of landmark Welsh projects, including One Central Square, Friar’s Walk, Swansea Bay, CUBRIC, and the STAR Hub – these were issued to the local and trade media for maximum reach
  • We also issued releases to cover exciting retail and commercial projects outside of Wales – these were targeted to specific regional publications and the trade media publications across the UK
  • A Twitter channel was set up for the company to allow us share news and engage with clients, contractors, and publications

OUTCOMES AND OUTPUTS

Over our initial 12-month activity, our dashboards show that:

  • We achieved 44 pieces of media coverage – with a reach in excess of 1,000,000
  • We have achieved coverage in Welsh titles such as Insider, WalesOnline, Western Mail, and Commercial News Media, as well as key trade publications
  • Coverage is split between major contracts, appointments, community projects, and company news
  • We have created an active Twitter account which has gained over 80,000 organic impressions, with regular interaction between clients and contractors