Client: Envirovue
Client overview: Based in Lancashire, Envirovue specialises in sustainable waste management, providing customers with a range of waste management services nationwide, eliminating the difficulty, risk and expense of managing multiple waste streams across a range of locations.
Key stats:
- Nine pieces of press coverage
- 45% of coverage included a backlink built to Envirovue’s website
- A PR reach of 2,583,525 +
- Press coverage average domain authority of 56
Campaign overview/brief:
As part of our PR work for Envirovue, our primary objectives are strengthening SEO, increasing website visibility and bolstering the brand’s backlink profile. To do this, we developed a topical and reactive digital PR campaign to achieve high-quality links from a dedicated wishlist of media publications, including national, regional, and sector-specific media.
Focusing on the regional, national and industry press, we developed a digital PR campaign which focused on the sustainable waste disposal expertise of the Envirovue team.
With the rise in illegal flytipping incidents increasing at an alarming rate, our team decided to develop a campaign to reveal the worst UK locations where businesses had accounted for the most flytipping fines between 2019-2022. Using Freedom of Information requests (FOI), we revealed the overall cost to businesses nationwide. Breaking this down into the top ten regions allowed us to target multiple media verticals and business, sustainability and trade publications. Alongside the shocking FOI results, the campaign provided expert waste disposal solutions to prevent businesses from illegally flytipping and instead encouraged businesses to dispose of commercial waste correctly and safely.
Strengthening the campaign’s aim to raise awareness of Envirovue’s waste management solutions, further research which bolstered the study included findings showing a 300% increase in searches for the term ‘how to report fly-tipping’ and also an emphasis on the government’s outgoings for this type of crime.
Tactics used:
To create the campaign, we submitted Freedom of Information requests (FOI) to 424 UK councils, asking for the total amount of flytipping fines they recorded across a three-year period. These results were supported by expert commentary and desk research, emphasising the importance of adopting a sustainable waste system.
Linking the campaign back in with Envirovue’s services, we worked with spokespeople from Envirovue to draft a comment discussing the detrimental effects flytipping can have on the environment. Likewise, we highlighted the waste solutions businesses could implement to ensure they dispose of commercial waste legally, safely and responsibly.
Alongside this, we drafted a keyword-driven blog on Envirovue’s website to support SEO objectives and provide readers with more information on the study. Once all the content was ready, we began a staggered media outreach approach, beginning with national and regional media titles and expanding to industry, business and sector-specific press.
The results:
The team secured coverage with regional and national wishlist publications as well as trade-specific and industry outlets.
In total, nine pieces of online coverage and four backlinks were achieved, with stand-out features, including:
- Edinburgh Evening News(DA 85)
- MSN (DA 92)
- Circular Online (DA 69)
- FMBusinessDaily (DA 25)
- Business Chesire (DA 23)
- Facilitate (DA 51)
- TWINFM (DA 50)
The average DA authority sits at 56, with a minimum PR reach of 2,583,525. These results show the direct impact that broad-reaching online press coverage can have on our clients and support their overall business growth strategies.
Alongside the press coverage, the campaign helped support the organic performance and online visibility of the Envirovue website with four direct referrals and two new supporting industry domains.
Visitors to the website also improved whilst the campaign was outreached, leading to a year-on-year increase of +228% in users to the articles page, a year-on-year page view increase of +195%, and 59 views to the accompanying onsite blog.
To learn more about our clients’ results, take a look at our case studies here: https://wild-pr.co.uk/our-pride