Building profile and driving sales through integrated comms

The Challenge:

Changeworks Recycling provides business waste collection, recycling, food waste collection and secure shredding services to businesses across Edinburgh, Glasgow and Scotland’s central belt.

Operating in a very competitive space, Changeworks Recycling needed to:
• Generate awareness of its services as the most sustainable recycling business in Scotland
• Educate businesses on the importance of effective recycling for reducing waste, carbon and cost
• Generate inbound leads from businesses looking for a new business waste collection partner

The Solution:

Represent conducted extensive research into Changeworks Recycling’s target market and conducted an in-depth website review, before devising and managing an integrated comms strategy that focused on:

  • PR to drive awareness of Changeworks Recycling among Edinburgh and Glasgow businesses and promote its environmental credentials (e.g. its electric fleet)
  • SEO and content marketing to drive inbound enquiries
  • Social media to drive awareness and drive traffic to site

Tactics included:

  • Keyword research to identify the most searched for terms relating to the client’s service
  • Creation of optimised landing pages
  • Linkbuilding to increase authority and visibility of the website
  • Optimised blog posts including ‘Office recycling: How to get up and running’, ‘Recycling myths explained’, ‘What documents should be shredded?’, and ‘Your office recycling checklist’
  • Business profiles promoting Changeworks Recycling’s commitment to reducing waste and increasing recycling rates
  • Thought leadership campaigns focused on helping businesses understand the impact of new trade waste regulations, as well as the business benefits of effective recycling
  • Social content focused on promoting the benefits of recycling including reducing waste, carbon and costs

The Impact:

  • Over 40 pieces of tier one media coverage including in the Herald, the Scotsman, Edinburgh Evening News and Business Insider
  • 205 qualified leads

Represent very quickly understood our target market, our sales and marketing challenges and our USPs before devising and implementing a strategy that delivered both profile for the business and leadership team, as well as qualified leads for our sales team. They are great to work with – proactive, professional and approachable and I would highly recommend them to any business looking to generate awareness and ultimately, sales.

– Rebecca Jones, marketing manager at Changeworks Recycling

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