DJ Turfcare Case Study

 

 

The challenge

Hornby Whitefoot PR were approached by DJ Turfcare, one of the UK’s most formidable suppliers of lawn care products to promote their launch of newly endorsed RHS endorsed organic fertilisers in the run up to Glee.   DJ Turfcare also wanted to increase the PR on their garden machinery products in the landscape and amenity sector, which complimented their presence at IOG SALTEX and requested the start of interactive and informative social media channels.

 

Our approach

Targeted trade press releases were written as teasers for Glee inviting trade press and retailers onto the DJ Turfcare stand to learn more about the RHS endorsed range.  Editors were invited to a press reception on the stand to unveil the new range.

A press pack was produced for Glee focussing on both trade and consumer messaging, highlighting consumer confidence in the RHS range, lawn care advice and a lawn calendar with seasonal advice for making the most of your lawn from spring to winter.

As well as this, HWPR managed product placement in the Glee Daily News bulletin and wrote online content for DJ Turfcare .

A social media calendar has been created with a consumer focus for 2018, highlighting seasonal lawn care, garden planting and grow your own advice and how DJ Turfcare’s range of fertilisers can help, with a call to action to purchase from their website or local garden centre.

The results

In the run up to the Glee show, HWPR achieved 35 pieces of coverage in 2017 with an estimated 259,000 estimated readership

DJ Turfcare were featured in all garden trade magazines with the RHS endorsed range, creating awareness of its launch before Glee.

DJ Turfcare also featured in amenity and turf publications in the run up to IOG Saltex highlighting the RHS range and their garden machinery.