Award-winning national media relations campaign for SSGC
five case studies created
three award entries created
one award win and 82 pieces of media coverage
SSGC is one of the UK’s fastest-growing security companies. It is a signatory of the Armed Forces Covenant (AFC) and employs several veterans as part of its highly-skilled team.
As a result of its rigorous vetting, work ethic and capabilities, SSGC is now ranked in the top 30 of security companies in the UK.
At the start of the Covid-19 pandemic, SSGC was contracted to man Covid-19 testing centres the length and breadth of the UK. The company was able to swiftly deploy more than 700 operatives in a matter of weeks, many of whom were former military personnel. Our challenge was to promote this work to support the company’s growth and promote officer recruitment.
OUR APPROACH
We developed a series of press releases and award entries to support this campaign, focusing on several key messages:
- The deployment of more than 700 new guards across the UK, from Exeter to Aberdeen
- The company’s turnover growing from £5 million to £25 million in only a few weeks after the first Covid-19 lockdown began
- The increase in SSGC’s monthly hours allocation from 54,000 to 700,000 in just a few weeks
The press releases were created for regional and security press, and profiled several individual veterans, enabling us to gain coverage in their local titles.
We also secured shortlistings in three categories at the Fire and Security Excellence Awards 2020: Lockdown Hero of the Year, Security Guarding Company of the Year and Security Partnering Initiative of the Year.
The launch case study achieved national coverage in the Daily Record, Daily Telegraph, Daily Express and Daily Mirror, as part of 82 pieces of coverage across the second half of 2020.
This included individual profiles on veterans in their local titles, the Yorkshire Post and Sheffield Star.
At the Fire and Security Excellence Awards 2020 awards night, we won the Security Partnering Initiative of the Year award for SSGC’s work with Serco at the Covid-19 testing sites.
The awareness created by the campaign resulted in SSGC CEO David Stubbs saying it had directly led to business enquiries and business growth.
