Established in 2004, Deco-Pak were finding garden centres had limited awareness of its brand and struggled with the noise being made by its rivals in the garden trade press. The decorative aggregates supplier was looking to expand within garden trade retail, using advertising to limited success. A more effective approach was needed, as the option of employing a full time PR manager was simply out of the question.
HWPR pitched a standard PR plan that would cover the basics – ensuring news about investments, appointments, new products and displays. But to make the most of these, an overarching strategic campaign was also pitched that would work to promote the ‘Deco-Pak difference’ of premium value, innovation and customer service throughout.
The campaign relied heavily on HWPR’s quality in communications and links with the trade press. Although consumer media was not a priority, enough of the budget was earmarked to be able to react to ad-hoc opportunities as they were presented to us through our agency subscription to a national journalist enquiries network.
Overall, PR has made a huge difference for Deco-Pak. Crucially, they were able to use their confidence boosting media presence to win numerous new supply contracts, and increase the size of their Glee stand – and almost a decade later, Deco-Pak remain one of HWPR’s top clients.
Recently, in 2016, consistent messaging throughout the trade press won 60 pieces of coverage – including a feature in the Sun and the Independent – allowing Deco-Pak to reach a combined readership of over 7 million.
In addition to print media, HWPR was able to use its contacts with the producers of ITV’s Love Your Garden – putting Deco-Pak’s products in front of an audience of 4 million. In September 2017, Deco-Pak’s latest new product was chosen by TV producers during a HWPR organised BBC Breakfast special on the Glee trade show, reaching in excess of 1.3 million viewers.