PR CASE STUDY

Rihoy & Son is Guernsey’s longest established construction company. It employs over 100 people and has been involved in some of the island’s most prestigious building projects along with important public works.  The business had undergone a brand re-fresh and had created a new website. They approached Black Vanilla to deliver an integrated marketing campaign that would help them publicise the projects they had under construction or recently completed.

 

THE BLACK VANILLA APPROACH

Black Vanilla created the best possible team of marketing professionals to meet the brief. With a specialist PR consultant on board we were able to meet both the copywriting needs of the client and offer additional media relations support. This resulted in first-class website content and editorial coverage in the media for both building projects and corporate social responsibility work.

 

Activity also included media buying and the team made sure they negotiated the best possible value for money. Additional editorial support is often given alongside advertising space and by having a specialist copywriter on the team, an integrated approach between PR and advertising was assured. This seamless approach not only gives the best results, but also helps to minimise the time spent by the client on briefing and approvals.

 

As Black Vanilla’s PR expert was working so closely with the client we were always on hand to offer advice on photography and the newsworthiness of stories. In addition, we could seamlessly amplify coverage and website news via social media channels.

We were also able to offer the client advice and support on social media, helping them to improve their output without the need to use a separate social media agency.

THE CHALLENGE

Rihoy & Son needed to drive more traffic to its website and leverage the projects and community work to gain maximise exposure on the island. It was important for website content to reflect the wide variety of construction projects they undertake and the importance of many of them to the whole community. Conveying the broad expertise of the Rihoy & Son team was also important.

THE RESULTS

Approximately two stories a month were written and posted on Rihoy & Son’s website and shared on social media. This led to a tangible uplift in website traffic. 32% of website visitors were new to the site and in 10 months the website received 7,720 page views. Rihoy & Son also maintained a media presence with editorial stories appearing regularly.

THE COLLABORATORS