“There is nothing I dislike. I like how professional they are and that they set their own KPIs.”
Steven Campbell, Campbell West

CAMPBELL WEST

Communications strategy, Earned media relations, Social media

Campbell West is a Bracknell-based mechanical and electrical engineering company. 

Launched in 2017, Campbell West had a strong track record for organic growth – winning business through word-of-mouth, mainly in London and the South East. 

But in order to accelerate the company’s growth, they engaged the services of AMBITIOUS to raise the firm’s profile in the regional trade media and their specialist trade media. 

 

  • Strengthen Campbell West’s position in the building services market 
  • Raise awareness of Campbell West in the region and across the building services sector
  • Support the business development pipeline through communications to attract ‘new to Campbell West’ clients 

Property management leaders in the private and public sectors and facilities management chiefs.

The first phase of activity was to introduce Campbell West to journalists and begin to gain traction in target media in the trade and with customer audiences 

We aimed to use news stories, awards, case studies and latterly LinkedIn to drive a drumbeat of activity. This approach was intended to help the company to stay front of mind with current contacts and raise awareness with new ones. 

To raise the profile of the company with existing and new audiences through the media, our strategy focused on:

  • Driving credibility for Campbell West by demonstrating expertise and track record
  • Delivering news stories which illustrate the company’s growth
  • Humanising the firm to build trust by bringing owners Steven Campbell and Daniel West to the forefront of communications
  • Exploring thought leadership opportunities to showcase the company expertise and dynamism  
  • To support our media drive we would enlist the support of professional photography 

Tactical activities 

As this was the first time Campbell West engaged a communications company, we agreed on processes, and media targets, set up photography with a South West agency and reached out to key media targets to introduce Campbell West to regional and specialist sector journalists. 

Step two was to build on the initial preparation work and relationship-building with journalists by identifying key subjects and key news stories to underline Campbell West’s status as a growing enterprise with a bright future.  

Step three was to strengthen Campbell West’s standing in their sector and the local economy through the use of a thought leadership article with the trade media and also by setting up a visit from the local MP and creating a media release to support it. 

Collaboration has been key to the success of our media campaign with Campbell West. As well as monthly meetings to plan activity, we are constantly on the lookout for news-related opportunities around their areas of expertise such as apprenticeships and this enabled us to branch out into the education sector beyond. 

  • More than 50 items of media coverage in Campbell West’s first year with AMBITIOUS
  • Regular updates of newly launched news section on the company website
  • 18 LinkedIn posts and 118 new followers in the first quarter (248.5% increase!)