The Challenge:

Halspan, a specialist in compliant fire door systems, asset management systems, and inspection services with a growing global reputation, sought to launch several new services while building trust and driving brand awareness to fuel its growth.

To achieve this, Halspan partnered with leading Edinburgh PR & digital comms agency Represent to:

• Elevate Halspan’s profile among key target personas
• Drive awareness and leads for its new services
• Support the marketing of all products and services

The Solution:

Represent crafted and executed a comprehensive B2B strategy focused on brand building and driving engagement. Working in close collaboration with Halspan’s in-house team and area experts, Represent delivered an integrated PR & digital marketing strategy to include:

• Brand strategy day: Messaging, target audiences, products & benefits aligned to needs
• Website review & customer journey refinement
• Channel selection: PR, direct & digital

The Strategy:

• Key message refinement
• SEO keyword research to drive content strategy
• Audience mapping to identify and confirm target personas
• Social media audit and LinkedIn strategy development
• Website audit to uncover opportunities for growth
• Campaigns around new service launches
• Link-building to enhance website ranking and brand visibility
• Thought leadership articles in trade publications to establish industry authority
• Monthly e-newsletters to keep the community engaged and direct traffic to the site.

The Impact:

• 223% Increase in website visits: From 19,473 to 63,100 visits year-over-year
• Gained website traffic from 177 countries
• 16% Growth in LinkedIn followers within 12 months
• 7x Increase in monthly blog views since partnering with Represent
• Average newsletter open rate was 25%
• 25 Media hits in key trade publications, including International Fire & Safety Journal, Buildings Talk, and Building Specifier, reaching an estimated total of 14,700 readers.

A selection of coverage achieved for Halspan can be found here.

“The Represent team had great processes for measuring ROI and were able to add value to our business with their personalised, strategic approach. Represent worked efficiently, always delivered work on time and took great lengths to fully understand our products and services. I have no hesitation in recommending Represent.”

– Andrew Wallace, Managing Director, Halpsan