First and foremost, we needed to agree the key messages for the business. The route to market for Bft is through a network of small installer businesses. So, the challenge would be to show the benefits of working with Bft to installers while raising general brand awareness with the end user.
AMBITIOUS hosted a workshop with the Bft senior team to understand the current target audiences, sectors and future prospects. From this, recommendations were made on content and tone which would run throughout their external communications.
Next, AMBITIOUS took swift action to identify any ‘low hanging fruit’ – editorial opportunities which could be generated to support existing advertising.
We then developed a proactive media relations programme which would speak to the installer community in their own trade and begin to raise awareness in target sectors such as hotels, leisure and facilities management. This programme followed the news agenda, focusing on the issues of access control in a post COVID environment.
Meanwhile, AMBITIOUS audited Bft Automation’s company social media channels, making recommendations for the team based in technical set up, content and engagement.