Background
AB Drylining specialises in the residential and commercial sectors and provides a range of services, including dry lining, plastering, partitioning, and rendering.
The Challenge
AB Drylining came to Avid Panda to position itself as a company that stays up-to-date with the latest industry trends and techniques. To support their SEO efforts and maintain the company’s status as a trusted name in the industry, we were tasked with creating campaigns that drove traffic to their website from national, industry and local publications.
We knew it would be difficult to target journalists within this sector as many focus on stories that involve larger traders and construction firms known to the general public. This meant we had to leverage data from trusted sources, leveraging their authority to increase the chance of journalists covering our campaigns. Getting a specialist trade past the household names is the problem our construction PR is built around.
How We Did It
Our campaigns focused on stories that mattered to people both within the industry and the general public, including local house prices, the success rate of new construction firms and renovation projects. Before we started generating campaign ideas, we carefully reviewed the editorial patterns and types of stories frequently featured in the publications we aimed to target. This analysis informed a tailored approach, enabling us to craft pitches and story angles aligned with each publication’s specific focus and readership. To support our narratives with authority, we selected data from reputable sources journalists trust, such as HM Land Registry’s sold price data, Companies House incorporation data, and Google search data. This data-driven approach meant that our stories were more credible and relevant to industry, local, and lifestyle audiences, creating a compelling hook for each publication type.
By tapping into varied data sources, we developed campaigns that resonated with high-quality lifestyle publications, regional news outlets, and industry journalists alike. This diversified our approach and boosted the strength of AB Drylining’s backlink profile across different domains, improving the brand’s visibility and credibility in various sectors. Moreover, using recognised sources helped build trust with journalists and editors, making it easier to establish ongoing relationships with target publications and achieve placements that extended AB Drylining’s reach beyond the construction sector. For example, we started receiving requests for expert comments from journalists writing for publications like Homes & Gardens and Ideal Home. As we had a reputation for providing accurate information and responding quickly, journalists would come to us first before sending out requests widely. This meant that AB Dryliniing’s expertise was included in pieces before their competitors even had a chance to submit their own responses.
The Results
Overall, the campaigns were a real success and exceeded our overall target, landing coverage in big names such as The Mirror and the Daily Express, as well as gaining coverage in other relevant publications such as PBC Today and Homebuilding and Renovating. Our PR efforts contributed to AB Drylining’s traffic and local rankings increasing significantly.
635%
ROI over nine months
£43k
Media coverage value
31
New links and mentions
+9
Domain Authority increase
