Media relations campaign for Pallet-Track
Pallet-Track, based in Wolverhampton, is one of the UK’s leading pallet networks. It handles consignments from a wide range of businesses, including manufacturers, retailers and industrial brands, transporting anything from building and construction materials to consumer goods.
Pallet-Track operates a shareholder membership and requires regional PR support for its members to raise brand awareness on a local level, to run alongside a corporate PR campaign promoting its core business.
As logistics PR specialists, we recognised that the campaign required a multi-faceted approach, where we focused on new members, member milestones and member activities to promote the wider network, alongside articles on major investment, charity fundraising, award wins and financial results to promote Pallet-Track itself.
This ran in tandem with regular thought-leadership articles from senior figures in the business, focusing on topical issues such as skills shortages, fuel costs and rest stop access.
Target media included logistics trade titles – which are important for attracting new network members and building the strongest workforce – alongside regional and national B2B titles and local titles for individual members.multi-
We achieved 309 pieces of earned media coverage in 2022, representing a 5% year-on-year increase in coverage achieved compared with 2021 and more than double the volume achieved in 2020.
We also enjoyed a 31% year-on-year increase in backlinks achieved, delivering vital SEO benefits to the client.
The triple-headed focus on corporate news, network member profile building and thought leadership delivered excellent share of voice for Pallet-Track in a congested marketplace.