Valeport
“Absolute PR are pro-active, knowledgeable, highly efficient and friendly. We achieve outstanding results through their work and love our working relationship.”
Valeport Ltd
Guy Frankland, Head of Marketing
The Process
What
Raise profile of underwater measuring equipment manufacturer and launch innovative new products
How
Media relations, e-communications, exhibitions, media planning, website, sponsorship and social media management
Where
International and national trade and regional media
When
2014 – present
The Challenge
To raise the profile of leading UK manufacturer of oceanographic, hydrographic and hydrometric instrumentation amongst a worldwide customer base including: defence, environmental, oil and gas, renewable energy, construction, dredging and civil engineering sectors.
Our Solution
On the back of a sustained growth period, Valeport appointed Absolute to develop and drive a proactive PR campaign designed to deliver a more strategic approach to Valeport’s PR and marketing. Our campaign provides clarity and consistency of message, helping to re-inforce their global positioning with new and existing customers, agents and distributors.
Absolute operates a dedicated press office for Valeport. This includes providing editorial content for print and online publications including product news, application stories and by-lined features, that help to demonstrate Valeport’s innovation across multiple industry sectors and keep its products front of mind among hydrographic and environmental surveyors, OEMs and academic audiences. Absolute supports this activity with regular e-communications to customers. To ensure that Valeport’s advertising spend maximises its ROI, we also help to manage their media buying and planning across online and offline media. To support their investment in exhibitions we build awareness of Valeport at the major exhibitions they attend such as Oceanology International, Ocean Business, Subsea Expo, Seawork, OSEA and Hydro. Brokering and managing sponsorships for Valeport in seagrass conservation is also managed by Absolute.
Valeport’s social media channels are jointly managed by Absolute to grow their online presence, reach and to engage with wider audiences. Absolute implements the schedule of weekly posts across LinkedIn, Twitter and Facebook. Messages are carefully tailored to each platform with direct messages and comments monitored and responded to in a timely manner.
What We Achieved
We have achieved extensive media coverage across the marine, environmental, oil and gas trade media with a consistent year on year increase in exposure. Each year we achieve more than 80 pieces of editorial coverage in key sector publications including: Hydro International, Marine Technology Reporter, Maritime Journal, Dredging & Port Construction, Environmental Technology, Ocean News & Technology, ECO, Ocean Robotics Planet and UV2/UT2. The analysis of Valeport’s advertising has informed the development of a strategic and streamlined programme, which is digitally led and resulted in an improved ROI for Valeport. The e-communications programme is performing well, exceeding industry open rates. Through web traffic analysis, Valeport has measured an increase in web traffic based on specific online and offline media campaigns. Our strategy using rich social content has seen continuous month-on-month growth across all social channels since our management began, with strong engagement particularly on LinkedIn with followers in excess of 3K.
