“We help Bft to generate additional value from their current marketing to build profile with their target installer community. What’s more, we have developed a strategy to address specific sectors by joining the discussion on access control issues in the current climate across leisure, hotels and facilities management.”
Helen Embleton, Senior PR Consultant
Media relations, social media, strategy & counsel
About BFT AUTOMATION
Bft Automation is a manufacturer and specialist in access automation, working with installers to supply products from electric gates and barriers through to parking systems and pedestrian speed gates.
Its products support safety and security in properties across residential, commercial, education and leisure markets.
Bft had a great story to tell, but with a small marketing team, had not previously had the resource to dedicate to an earned media campaign. The team at Bft had some existing relationships with publishers through advertising but wanted to extend the scope and reach of its communications. Bft wanted a structured earned media relations campaign which could later be amplified through its social media channels.
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.
To date, AMBITIOUS has generated editorial features in trade, installer and sector media. This includes articles in Professional Builder magazine, Door Industry Journal, Professional Security Installer, Tomorrow’s FM, Electrical Trade Magazine and Boutique Hotelier.
What’s more, community stories have been secured in local press to raise awareness in and around their northern and southern hubs.
AMBITIOUS has reconnected Bft with their key editors, facilitating relationships and editorial partnerships for the long term.
Recommendations from the social media audit has fed into the company strategy to develop its channels for UK audience.