Pollards designs and manufactures innovative and award-winning luxury packaging solutions for the beauty, spirits, gift, entertainment and corporate markets.
Based in Leicester, the business is clear on the fundamental importance of packaging to the customer experience. Working with high-end brands, Pollards was keen to extend its reputation and initially approached Nielsen McAllister to help raise its profile in the relevant trade sector media.
After a successful seven year media relations campaign coordinated by us that saw it effectively positioned as one of the leading companies its sector, Pollards was keen to enhance its image still further by utilising new opportunities for more direct communication with target audiences.
Although Pollards already had a presence on the main social media channels, we saw the potential to develop a more proactive campaign, utilising the highly visual nature of the company’s packaging solutions to generate both interest and, importantly, interaction.
We introduced an ongoing content plan that ensures regular posting; to maintain interest, we mix product information with social posts on employees and non-work activities. LinkedIn remains the primary channel with the continuing objective to increase follower numbers and build audience engagement.
These posts are supported by regular content on Twitter and Instagram, using images and creative content to gain click throughs to both LinkedIn and the Pollards website.
Importantly, the social media activity is an extension of Pollards’ established and comprehensive media relations programme. In particular, the media relations activities help to provide great content for the social channels, adapted to deliver results and engagement as part of a fully integrated campaign.
Press releases – The regular issue of latest product, company and customer news creates a constant presence for Pollards in all relevant publications.
Feature articles – By positioning Pollards as a market leader, we have been able to target key trade media and place thought piece articles and market comment. The objective nature of these further enhances Pollards’ reputation for technical expertise and market knowledge. Links to the online versions of these articles are featured in social media posts.
Awards – The winning of prestigious trade awards provides the perfect showcase for Pollards’ design and manufacturing skills.
Exhibitions – The company’s participation at trade shows offers opportunities for engagement with journalists both before and during the exhibition, including visits to the stand, while social media can be used for live updates and visitor interaction during the event.
The media relations programme has continued to generate regular coverage that reinforces Pollards, design skills, technical capabilities and extensive market knowledge.
Meanwhile, working with Pollards’ marketing team, we have seen greater engagement through an interactive approach across all social media platforms.
LinkedIn followers increased by 40% in the first three months of the social media campaign and link clicks went up by 70%, with impressions around 230% higher than before we managed the accounts.
Posts have seen increased engagement, with comments coming from across trade sectors, even providing potential sales leads through their visual and interactive approach.
By maximising the use of content across traditional and newer online channels, our integrated communications support programme has helped to further elevate the Pollards’ brand and market positioning, and underline the company’s extensive capabilities.
The campaign is earmarked to continue with content focusing on sharing of Pollard’s news and product information, alongside the further development of customer case studies and event support.
We have been delighted with the integrated PR service provided by Nielsen McAllister. From the early years building our profile within the trade media to now creating greater engagement across social media, we are extremely pleased with the results they continue to deliver.
Peter Conner, Commercial Director, Pollard Boxes
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