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Background Situation
Playworld Systems Europe is a family owned manufacturer of playground and recreation equipment for local authorities and the private sector.
The company has 5 major brands:
Playworld Systems, playground equipment for 5-12 year olds
Play Designs for toddlers and pre-school
Climbing Boulders for novice and experienced climbers
Woodward ramps and Rails for boarders, bladers and BMX bikers
LifeTrail outdoor 'wellness stations' for active older adults
The need for PR
Playworld Systems is recognised as a leading manufacturer in the States. To take Playworld Systems Europe to a similar level in the UK it was apparent there was a need to increase awareness of the company name, its brands and it's capabilities for major projects so that opportunities were not lost to competitors who were simply 'better known'.
With only ad hoc advertising in place, PR was considered a cost effective and credible way of getting widespread awareness.
Why Vantage?
Vantage was appointed in January 2006 to provide an on going PR programme.
Managing director Jerry Widdas explained, "After many years of hit and miss advertising, Playworld Systems recognised a need to be more consistent and pro-active in our approach to brand awareness. Vantage offered the expertise to plugging this gap".
PR solution
Business objective:
To grow turnover by 40% in 2006
PR objectives:
1. To double awareness levels of Playworld Systems Europe amongst local authority specifiers, landscape architects, housing association specifiers and play and recreation specifiers.
2. To communicate key messages to these key targets about Playworld's products, its specialist knowledge and its capabilities for major projects.
PR Strategy
1. Use an ongoing programme of trade media relations to get a continuous flow of information to all key markets.
2. Position company as an authority on play equipment.
3. Ensure presence at major industry events.
PR Tactics
1. Send regular product and company releases to media across all key markets.
2. Send regular case study releases of major projects completed with third party testimonials to the appropriate trade media.
3. Write features about industry issues and new concepts and place with key magazines.
4. Attend SALTEX exhibition and host seminar at the event. Support attendance with PR.
5. Create a newsletter. Launch at SALTEX and place as insert in key magazines and mail directly to existing and potential clients.
Result
"Vantage has taken the time to understand our business and industry making it very easy to communicate our message. It is very refreshing to see stories about our company and products appearing in all of our industry journals which is raising the profile of our business"
Jerry Widdas, Managing Director, Playworld Systems Europe.
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