Background
JBP was appointed in 2001 to build awareness amongst buyers of logistics services that Palletways is the market leader in the overnight palletised freight distribution sector.
Strategic approach
- Create a highly visible brand through the development of a modern and consistent corporate identity which would reflect a sophisticated and highly professional company
- An integrated marketing communications programme to build brand awareness and to generate business leads
- Management of brand reputation in an industry where risks of incidents are high
- Focus on key market sectors, which were identified as main users of pallet networks
- Support national accounts business development through PR aimed at supply chain directors
- Leverage the company’s European expansion progamme to raise the profile of the UK operation
- Position Palletways as a company that is an important part of its local community
Tactics
- Development of a new corporate identity, which was rolled out across the company in 6 months, and included the creation of new literature and a global website
- Media relations programme of activity including company developments, case studies, profiles and commentary in logistics, vertical, regional and national press
- Advertising and advertorials campaigns
- Creation of an internal magazine for corporate staff and the 100 plus members
- The launch of a charity appeal ‘Drive Out male Cancer to raise £100,000 across the network for Everyman, which is the Institute of Cancer Research's national campaign to raise awareness of and funds for research into male cancer.
Results
- Palletways business has grown phenomenally during the campaign period and has been recognised in the campaign period as one of 500 fastest growing companies in Europe. It has also been recognised in the Sunday Times as one of the fastest growing private companies in the UK.
- Significant media coverage across all media types, with on average circa 150 press cuttings per annum.
- Independent research by Triangle Management Services amongst pallet network users has highlighted that Palletways is perceived as the industry leader – Palletways scored highly for customer awareness, customer usage rating and customers’ perception of service quality.
- The Everyman charity appeal has to date raised in excess of £30,000 and received a Gold Award from the Chartered Institute of Public Relations (CIPR).
- The PR programme has received a national award from the CIPR.
