Putting Frame-Tech in the consumer frame

Frame Technologies
pr agency edinburgh, pr agency trade media, construction pr

Bespoke self-build timber supplier, Frame Technologies approached Pagoda looking to raise the business profile to self-builders across the UK. The existing PR strategy wasn’t generating the level of interest or enquiries that the MD was hoping for, and he was keen to explore different options.

The objectives were clear: raise the company profile to a targeted consumer audience, increase traffic to the website and ultimately boost enquiries to drive sales.

pr agency edinburgh, award winning pr agency scotland

Our research suggested that while historically the business had focused its efforts on a B2B approach to marketing, it needed a softer, aspirational edge to raise the company profile to a consumer audience, and to cement the reputation of the business as a safe pair of hands. We also recognised that the MD was a major selling point, offering timber expertise and a friendly, personable approach.

We discovered that one of the most popular ways that customers researched potential timber frame suppliers was searching online, yet very little SEO work had been performed for the business. We found the target audience was most active on Facebook and Instagram, yet the previous strategy was focused on Twitter and LinkedIn.

We identified that the best way to reach potential clients was to use a combination of targeted editorial; using the correct platforms and tone on social media; and working to boost SEO.

pr agency edinburgh, pr agency scotland

We used a mix of targeted, technical and aspirational communications to maximise audience reach.

Results over the course of one year included:

  • a 55% increase in web users in just one year
  • an increase in sales enquiries of 40%
  • an increase from 0 to almost 1,000 followers on Facebook. By the end of the year, Facebook was the fourth top referrer to the website
  • a coveted Build It award win
  • doubling the followers on Instagram
  • when asked why they approached Frame Technologies, customer referenced impressive search engine results and the fact that the MD appeared in a number of technical slots within reputable magazines, which gave them the confidence that he was an expert in his field

Our work won Gold in the Consumer Relations Campaign category at the CIPR PRide Awards

“A really good multi-channel campaign that wasn’t only technically proficient but also put the human story and expertise front and centre. Standout ideas in a niche market that really brought the area to life.”  
Judges Panel
CIPR (Chartered Institute of PR)

Contact

Holly Russell

Director
With a background of in-house trade PR, Holly brings a wide understanding of business marketing and particular B2B skills. Though this doesn’t mean she is a techie; she is also a successful communicator for luxury brands and experiences with an eye for style and a brilliant sense for social media strategy.

Lucy Edgington

Senior Account Executive
With experience in Property & Development, B2B and consumer PR,  Lucy knows her stuff, whether it's media relations, copywriting or social media. Organised – never without a to-do list – and always ready to explain the commercial benefits of PR to her clients, she has a winning PR combo.

Devan LaBrash

Senior Account Manager
Results count for Devan. She excels at media relations, placing stories to achieve maximum coverage, and understands the intrinsic connection between great media campaigns and positive public awareness. A natural organiser, she creates the kind of evaluation that clients love to pass around, especially for the travel and tourism sector and B2B clients.