Background
Taylor is the UK’s market leader in recycling and waste containment solutions. The company appointed JBP in 2006 to increase its media profile and to position itself as an authoritative voice in the waste management sector.
Strategic approach
- Understand current perceptions of Taylor amongst key stakeholders in order to raise awareness of Taylor as being much more than a waste bin manufacturer
- Evolve and modernise the Taylor brand as part of this shift in image from manufacturer to total recycling solutions provider
- Raise the profile of Taylor amongst strategic decision makers in its existing client base
- Raise awareness of Taylor in emerging markets such as construction and regeneration
- Support new developments through media relations such as its rental operation
- Raise awareness of Taylor amongst key influencers, including trade bodies
- Position Taylor as leading the way in recycling thinking
- Create a market pull for its clients by lobbying government on the need to address the issue of recycling for SMEs
Tactics
- A proactive media relations campaign targeted at publications read by Taylor’s key business audiences and decision makers, covering waste contractors, facilities management, event organisers, construction and regeneration, housing associations, local authorities, and the corporate sector;
- Placement of opinion articles around key issues on waste management and recycling, in particular a new EU waste directive, which affected all sizes of UK businesses from October 2007
- Creation of case studies highlighting the impact of Taylor’s solutions for its clients
- Press releases on new product and service developments
- A high profile publicity stunt whereby the company’s Cowbins (bins disguised as cows) were ‘put out to pasture’ in a field next to the M5 in Somerset.
- Commissioning YouGov to undertake a definitive recycling report ‘Recylcing in UK plc – A Workplace Report’ looking at trends in recycling and awareness and response to the Producer Pre-Treatment Directive, which requires all businesses to pre-treat their non hazardous waste before sending it to landfill.
- Conducting a perceptions audit amongst customers, influencers, staff (including the Board) and the media.
- The development of a public affairs programme to lobby government regarding the need for the waste management industry, sector trade bodies and government agencies to work together to maximise recycling by SMEs.
Results
- Significant press coverage on developments at Taylor within vertical media representing the company’s business targets including facilities, healthcare, waste management and retail press.
- A significant number of opinion pieces around the new EU Producer Pre-Treatment Waste Directive, which relates to the management of non-hazardous waste, have been successfully placed.
- Five one-to-one visits with environmental/waste management press have been set up leading to in-depth coverage including Resource Management & Recovery, Environment Business, Let’s Recycle.com, and Local Authority Waste & Recycling.
- The Cowbins stunt generated phenomenal press coverage in the regional press, including local papers and television.
- The YouGov survey was covered extensively, including by the national media including Radio 4 Today programme, BBC Radio 5 Live, BBC News 24 and the Financial Times.
- Total advertising equivalent value in the first year of the PR programme has been around £180,000.
