engineering / technology pr

www.computerservicecentre.co.uk

www.active-technologies.co.uk

www.duracomposites.com

www.colbond.com

http://cmac.com/

Client and background:
Windcrop is a fast-growing company installing and operating farm-scale wind generators in East Anglia with plans to expand across the UK. The business model delivers green electricity by installing 5kW wind generators at no cost to the landowner throughout the 20-year contract period. Windcrop finances and carries out the entire installation, including securing planning permission and groundworks. The landowner benefits from free electricity from the system throughout the contract period.

Challenge:
To explain the benefits of the business model in order to attract customers across the region and build the generation base.

Solution:
Tribe worked with Windcrop to identify specific target groups such as farmers, smallholders, equestrian operations and build relationships with them through targeted PR campaigns. Media used include local news, trade and social as well as event creation and attendance.

Results:
Windcrop has already secured agreements to install more than 100 wind turbines across Norfolk and is expanding into other areas of the UK.

Client and background:
STG Aerospace manufactures and supplies award-winning aircraft cabin safety systems to many of the world’s largest airlines. Its two key products are the market-leading SafTGlo aircraft emergency floorpath marking system, and WEPPS (Wireless Emergency Primary Power System) - a new generation power system for emergency lighting with a built-in wireless monitoring system.

Challenge:
To position the company and its innovative products at the forefront of the industry.

Solution:
We help identify news stories which showcase the company and its products, and handle product launches to get the best possible coverage.

Results:
We ensure STG Aerospace punches above its weight in the frequency, volume and reach of its media coverage. In April 2007 we managed the launch of its second product line, WEPPS, at concurrent trade shows on both sides of the Atlantic.

“Tribe has provided PR support and guidance for almost ten years, adding helpful insights into key messages and issues. Our global reputation has no doubt played a part in winning three Queen’s Awards.”

Client and background:
Belgium based Bosal is the world’s largest privately-owned manufacturer of exhaust systems and components for the auto industry. It competes against global corporations to secure major Tier 1 supply contracts in the automotive and related industries

Challenge:
Our brief is to help Bosal ‘punch above its weight’ and emphasise its focus on delivering to customer needs and innovation.

Solution:
Tribe has delivered against a wide-ranging corporate and product PR brief for more than ten years, with retainer and project work covering global agency co-ordination, speech-writing, crisis communications, technology and auto industry media relations, media briefings, message development, media monitoring and text editing.

Results:
Bosal is now recognised as an innovator in emission control and exhaust system technology, with extensive coverage in key media in major markets.

“Tribe has always provided high quality and very responsive support in every aspect of the PR spectrum.”

Client and background:
Group Lotus is recognised the world over as a leading niche sports car brand. 

Challenge:
In 2008 Tribe MD Patrick Peal was asked to return on a temporary assignment to his former employer to direct the launch of the new Lotus Evora 2+2 and to provide strategic corporate PR advice.

Solution:
Patrick spent up to three days per week working at Hethel and around Europe leading and managing the launch programme for Lotus’ first all-new car in fifteen years. The task involved recruiting and directing specialist agency support for a major online campaign, events and supporting collateral, as well as working with and managing in-house staff to ensure the success of the global launch.

Results:
The launch campaign achieved more than 270 pieces of coverage and attracted 320,000 unique visitors to the microsite, over 12,000 of whom registered to receive further information. Ultimately orders were secured for a significant proportion of the first year’s production.

“Patrick came in at a critical time for this company and oversaw the delivery of an outstanding and award-winning campaign that exceeded the company’s high expectations. His experience, knowledge of the industry, the market and the key Lotus insiders was invaluable.”

Matthew Jones, Head of Marketing, Lotus Cars Ltd
 

Client and background:
Shell Racing Solutions (SRS) produces fuels and lubricants worldwide for use in all forms of motorsport.

Challenge:
To position SRS as the premier supplier of racing fuels and lubricants for all major categories of motorsport worldwide.

Solution:
We delivered a multi-faceted campaign including research, website content and a media relations programme in the UK, USA and Europe. Our wide-ranging contacts in and experience of the motorsport industry and media proved invaluable, gaining insights and access that would otherwise be extremely difficult to secure.

Results:
As a direct result of the programme, Shell has made its voice heard in the rapidly increasing debate about alternative fuels and the role of motorsport in developing and promoting technical solutions, thus demonstrating its authority, experience and technical expertise.

“Band & Brown [Tribe] has a great understanding and passion for the motorsport industry as well as first-class professional skills. It’s a pleasure to work with them.”

Client and background:
Hethel Engineering Centre is a business dedicated to supporting the growth and success of high performance engineering and manufacturing companies and individuals throughout the region.

Challenge:
To ensure the new £4.5m Centre was positioned at the heart of the high-performance engineering and manufacturing cluster in Norfolk and the surrounding region.

Solution:
We developed a long-term relationship with the nation’s largest regional newspaper, the Eastern Daily Press, to promote a ‘Launchpad’ branded competition to offer free accommodation to one company and ran a year-long series of features on entrepreneurship with contributions from Launchpad’s sponsors.

Results:
The competition attracted a very high calibre of entrants, leading to tenancies and centre spreads in the EDP. Coverage exceeded our client’s expectations.

“I believe the inaugural Launchpad competition will inspire other budding engineering firms in Norfolk to come and talk to us here at the Centre about how we can help them."

Client and background:
Foster Refrigerator is Europe’s market leading commercial refrigeration manufacturer, and prides itself on the “green” credentials of its innovative refrigeration equipment and systems for the foodservice, bakery and retail industries.

Challenge:
To maintain the company’s position as the authority in commercial refrigeration manufacturing, and to position it as an industry expert on issues including food safety and energy efficiency.

Solution:
Tribe delivered a media relations campaign focusing on the environment and food safety. We built relationships with key journalists and regularly offered case studies. Tribe raised the profile of Foster’s Foodservice Director as a knowledgeable and reliable industry spokesperson.

Results:
We gained media coverage across all of Foster’s key sector media. We built excellent relationships with editors of key titles, including a trip to Gordon Ramsey’s Paris restaurant with the equipment editor of Caterer & Hotelkeeper. We generated a 30% increase in Return on Investment in the first year of working with Foster.

“We were impressed with Tribe’s innovative, hard working approach and the enthusiasm they demonstrated. They fully understood our business and the foodservice and food retail markets in which we operate. They were a valuable addition to our in-house marketing team.”