Client: Heald
Client overview: Based in Hornsea, East Yorkshire, Heald Ltd is the largest manufacturer of quality security equipment in the UK, specialising in hostile vehicle mitigation through perimeter security technology.
Key stats:
- 14 pieces of press coverage
- Five pieces of printed coverage
- Seven backlinks built to the Heald website
- 52 average domain authority of press coverage
Campaign overview/brief:
As part of our PR work for Heald, our main 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 security expertise of the Heald team.
With social media posts and regional news highlighting the rise in thefts of lorry cabs during winter 2022, our team decided to launch a study to uncover the worst UK locations guilty of HGV crime. To do this, we issued out an FOI request to UK police constabularies. Alongside the shocking FOI results, the campaign provided expert security solutions to prevent the likelihood of this type of crime from occurring.
As peak time for Christmas deliveries approached, we anticipated organised HGV theft, fuel theft and product theft to increase further – strengthening the campaign’s aim to raise awareness of Heald’s security solutions.
After analysing the FOI police responses, we ranked the top ten regions that presented the most HGV thefts across the last three years. On top of this, we gained exclusive commentary from a Yorkshire business owner who had experienced this form of theft. The case study highlighted the theft’s financial impact on the business and emphasised the importance of perimeter protection, ultimately placing Heald at the forefront of their supplier list.
Tactics used:
To create the campaign, we submitted Freedom of Information requests (FOI) to police constabularies in the UK, asking for the total volume of HGV thefts they recorded across a three-year period. These results were supported by expert commentary, a real-life case study and desk research, which emphasised the importance of perimeter security.
Linking the campaign back in with Heald’s products and services, we worked with spokespeople from Heald to draft a comment discussing HGV theft’s impact on haulage companies, businesses and the public’s safety. We also focused on security solutions companies can implement in order to keep vehicle assets and pedestrians safe.
Alongside this, we drafted a keyword-driven blog on Heald’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, haulage, business and sector-specific press.
The results:
The team secured coverage with regional wishlist publications as well as trade-specific and industry outlets.
Alongside the press coverage, the campaign helped support the organic performance of the Heald website with eight direct referrals and two new supporting industry domains.
Visitors to the website also improved whilst the campaign was outreached, leading to a 16% increase in unique users to the onsite news page.
In total, 14 pieces of online and print coverage and seven backlinks were achieved, with stand-out features, including:
- Sussex World (DA 74)
- Trans Info (DA 69)
- Motor Transport (DA 57)
- Edge Insurance (DA 57)
- Commercial Motor (PRINT)
- Rotherham, Barnsley and Doncaster Gazette (PRINT)
The average DA authority sits at 52, with PR reach verging on the 100,000. These results show the direct impact that broad-reaching online press coverage can have on our clients and support their overall business growth strategies.
To learn more about our clients’ results, take a look at our case studies here: https://wild-pr.co.uk/our-pride