The Brief To launch the new FORMAX Automotive facility and raise awareness of FORMAX’s position as a leading supplier of optimised carbon multiaxials for high volume Automotive programmes.
To increase local knowledge of FORMAX as a growing business, and position them as a local employer of choice.
The Strategy To meet the requirements of the brief, 100% Marketing and FORMAX agreed that the most cost effective method would be to organise a press launch of the new facility that was designed specifically for key trade and regional media.
Simultaneously, in order to communicate FORMAX’s capabilities to the wider market, 100% Marketing devised a more immediate communications plan aimed at the press, customers, suppliers and other industry contacts.
The Execution The launch of the facility followed a three-prong approach that ran from January 2014 and culminated with the opening in May 2014.
1) Press and Customer Communications A communications plan was devised that involved the drafting and distribution of 3 strategically timed press releases.
Simultaneously, 100% Marketing also ensured FORMAX’s existing customer and contact database was kept informed of the expansion plans through a series of e-newsletters.
The story was also pitched to the press at JEC 2014 in March to initiate anticipation.
2) The Press Opening To ensure the story caught the eye of the highest circulation regional print and radio media, it was important to secure the attendance of a local dignitary to open the plant.
100% Marketing drafted a PR proposal and approached the House of Commons. As a result, the Right Honourable Mr Andrew Robathan, MP for South Leicestershire, agreed to open the new facility with a speech and photo opportunity.
A media list was constructed of key press attendees and invites were distributed along with personal follow up’s. 100% Marketing also liaised with the MP’s press secretary to draft press quotes for inclusion in all the event communications.
To ensure the event ran as smoothly as possible, the 100% Marketing team produced a detailed agenda for the day and arranged personalised tours for all press attendees hosted by the relevant FORMAX contact. All journalist transport requirements were also co-ordinated and all staff involved were carefully briefed.
3) On site Press office The lead times of the regional and national press, in particular TV/Radio, are very short. Due to the large amount of press releases and notifications of events they receive, news editors will not commit to attending a function or covering a story usually until the day before.
For this reason, and to facilitate the press attending, 100% Marketing set up an on-site press office at FORMAX to run the day before and during the event. Final ring rounds were made to news editors and press releases and photo call notices were sent to picture desks.
As a result, 100% Marketing secured a prime time interview between Oliver Wessely, MD, FORMAX and the BBC Radio Leicester’s Breakfast Show, a show that attracts over 85,000 listeners. Both the News and Business Editor’s of The Leicester Mercury (one of the largest regional newspapers in the UK) were also confirmed to attend the event.
On the day, following the opening and the tour, Press Packs were issued on site during the event and one to one interviews were held between the press and key FORMAX personnel.
A professional photographer was also sourced and briefed to produce a portfolio of images that were distributed to the guests and wider media, including social media, directly after the tour.
The Results: 8 key press titles attended the opening day. 5 extended interviews were held with media including Radio, Regional, Print and Online trade.
Generated Press coverage achieved to date include: BBC Radio Leicester Breakfast Show, The Leicester Mercury, This is Leicester Business, Automotive Manufacturing Solutions, Automotive News, Materials for Engineering, Innovation in Textiles, Textiles World, Composites Industry News, Composites World, High Performance Composites, Reinforced Plastics, Plastics and Rubber Weekly, Engineering Live, Fibre 2 Fashion, JEC Composites and Net Composites.
100% Marketing, the full service B2B Marketing Agency, has worked alongside the FORMAX management team and directed the company’s PR, Communications and Branding strategy since 2009.